More than just fabric—each piece is woven with passion, purpose, and a vision for timeless elegance.
When you slip on a garment that feels uniquely you—that balances comfort with elegance, and simplicity with statement—you’re not just wearing clothing. You’re wearing a story.
That belief is the very thread that stitched Label AS into being.
The Why: More Than a Label
My name is Anupriya Singhania, and I started Label AS not just as a clothing brand, but as a response to the overwhelming noise of fast fashion. I saw women like myself longing for pieces that told a story, that celebrated craftsmanship, and that lasted beyond a few seasons. We didn’t want more clothes; we wanted meaningful clothes.
Label AS was born from a simple yet powerful idea: that fashion should be intentional, versatile, and deeply personal. Every piece is designed to be a cornerstone of your wardrobe—a timeless canvas for your own expression.
The Real Work Behind the Seams: A Journey of Passion & Persistence
While the final product speaks of elegance and ease, the journey to create it was anything but. This collection was born not just from a vision, but from countless hours of research, relentless travel, and unwavering commitment to quality.
- The Hunt for the Perfect Fabric:
It started with the touch. I wouldn’t settle for anything less than fabrics that felt as good as they looked. This meant traveling to markets across India, feeling countless swatches of linen, cotton, and satin, and choosing only those that promised durability, comfort, and a timeless drape. We chose premium natural fabrics not because it was easy, but because it was right.
- Finding the Right Hands:
A beautiful design is nothing without the right artisans to bring it to life. My search wasn’t for just any manufacturer; it was for partners who shared my belief in quality over quantity. This meant meeting with numerous talented tailors and embroiderers, discussing techniques, and ensuring that every stitch and seam reflected the Label AS standard of excellence. It was about building a family, not just finding a factory.
- The Importance of Market Research:
Before a single piece was cut, I spent time understanding you. What does the modern Indian woman truly need in her wardrobe? What gaps can we fill? This research was my compass, guiding every design decision to ensure that each piece we create is not just beautiful, but truly purposeful and versatile for your everyday life.
This process was our foundation. It wasn’t the easiest path, but it was the only path to ensure that when you wear Label AS, you are wearing the result of passion, purpose, and painstaking attention to detail.
The First Collection: Where It All Began
Our debut collection is a love letter to the modern Indian woman who values quality over quantity. Each design was chosen not to follow trends, but to transcend them.
- The Daydream Co-Ord Set:
Inspired by effortless elegance, for the woman who moves from day meetings to evening gatherings with grace.
- The Midnight Muse Crop Top:
For the confident, vibrant woman who isn’t afraid to sparkle on her own terms.
- The Silken Dusk Crop Shirt:
A testament to understated luxury, proving that simplicity can be the most powerful statement of all.
These aren’t just products; they are pieces of my vision, brought to life with careful thought toward fabric, fit, and feeling.
The Challenges: Stitching Dreams into Reality
The journey from a sketchbook to your wardrobe wasn’t without its twists. Sourcing the right sustainable fabrics, achieving the perfect drape of the ruffle on the Black Muse Dress, ensuring the linen felt soft yet structured—each step was a lesson in patience and persistence.
But every challenge was worth it. It reinforced our commitment to never compromise on what matters: quality, comfort, and conscience.
A Note From Me to You
Label AS is more than my name—it’s my promise to you. A promise of pieces made with integrity, designed for real life, and created to make you feel beautifully, unapologetically yourself.
This is only the beginning. We have so many more stories to weave together.
Thank you for being here and supporting a dream that is now, finally, coming to life.
With love,
Anupriya Singhania
Founder, Label AS
Unveiling the Debut Collection
Welcome to our exclusive exploration of the collection that started it all: our debut collection. This carefully curated selection is not just about clothing, but a testament to our brand’s identity, creativity, and vision. Each piece tells a story, reflecting the essence of who we are as a brand and the craftsmanship that goes into every creation.
Shop the Debut Collection
We invite you to shop the debut collection and experience the unique designs that have captivated our customers from the start. From contemporary silhouettes to timeless pieces, this collection embraces versatility and quality. Whether you are seeking a standout item for a special event or everyday wear, you will find something that resonates with your personal style.
Your Thoughts Matter
As you explore our debut collection, we encourage you to share your thoughts or any questions you may have. Feedback is essential in helping us grow and adapt to your needs. I’d love to hear from you directly! Please reach out at [instagram/@labelas.official] or via email at [las@labelas.co.in]. Your insights are invaluable and help shape our future offerings.
