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Osman
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/ “A well-cut garment is priceless. It makes your waist look smaller, your legs look longer, it gives you confidence – and that’s why it’s priceless”

If you’re in the market for beautifully tailored pieces that flaunt your assets (and flatter your shortcomings), Osman is your designer.

Launching his label at London Fashion Week in 2008, Osman’s architectural cuts, and fearless use of colour and print caught the eyes of Emma Watson and Alexa Chung. “Everything I do is underpinned by tailoring. The power of having a garment which makes you a better version of you – that’s what tailoring does,” he explains.

The thing that makes his tailoring shine is how comfortable it is (try on his tuxedo for Label/Mix and you’ll see what we mean), a testament to his mastery of cut – and insistence that his pieces be fitted on real women, because “you don’t get a thousand models buying your clothes, do you?”, he says with a conspiratorial wink.

Listening to women who know what they want means that he has crystal-clear ideas of what he wants to offer them. For Label/Mix, his premise is a suite of investment pieces that work day and night. “She’s got a day dress, she’s got an evening dress. She’s got a shirt, a pair of trousers and a coat to go on top. She’s got a tuxedo that can take her anywhere. She’s got her uniform, she doesn’t need much more in her wardrobe.”

Not that his pieces are all serious – there are lighter moments, too, such as the pink leopard silk dress, and orange and black checked top. “My designs always have to be flattering and fun,” he says. In this collection, that definitely rings true.


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