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/ “Our designs are intrinsically feminine grounded by touches of urban and grunge. We inspire to bring femininity to the streets”

Think lace dress, think occasionwear – except if you’re Daniel Ngoo and Franck Pouch of Whole9Yards, the contemporary brand that sets out to blur the line between day and eveningwear with a street-smart take on femininity. “We create clothing for everyday life, making feminine designs accessible for a multitude of occasions,” says Pouch, who launched the label online with Ngoo in 2014. “The lines between day, night and workwear are getting harder to define.”

There’s no denying their pieces for Label/Mix are pretty. But they’re also punchy, too, in the way that the black lace top and red lace dress are deconstructed with asymmetric hems and raw edges. And while they make great party outfits, they can also be dressed down with a leather biker jacket and battered Stan Smiths, the Whole9Yards way.

“She’s confident,” says Pouch of the Whole9Yards woman, “and her true personality shines through whichever outfit she’s wearing.” And if she happens to be wearing a beautiful lace gown to brunch, then all the better for it.

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