Created around the Cinderella fairytale, Midnight Label sells clothing for party girls that believe in the bewitching magic of midnight, when anything can happen. Midnight Label’s founder, Angela Farrely is building a modern and playful online clothing boutique, interacting with her customers online to ask what they would like to see Midnight Label sell, as well as brightening up their day with humourous videos.
The label is not about exclusivity but the experience, and Farrely’s long term goal is to collaborate with her customers. Farrely is also building brand awareness offline with monthly pop-up events, helped by Flaunt PR.
Midnight Label’s clothing is sourced from international wholesale accounts and are inspired by the clothes at London night markets. Farrely wishes her brand to be exciting, regardless of fashion trends. She sees herself as the fairy godmother, granting her customers’ wishes by asking them what is on their shopping wish list and what they think of the clothing she is contemplating stocking.