STONE the Label is a womenswear brand founded by Laura Jayne Vince in 2015. STONE produces quality products that are bold, confident and timeless, playing with wearable colours and simple silhouettes.
Vince developed an interest in fashion from an early age, learning from her mum how to sew and to create her own dresses. In high school Vince launched her own fashion brand selling bespoke pieces. She went on to study a Bachelor of Fashion Design and Technology which led her to establish STONE. STONE is one word, it’s bold, strong and timeless, which is exactly what their products represent and exactly what women are.
Vince debuted her first STONE collection at Adelaide Fashion Festival in 2016. The collection titles REPEAT was a combination of clean monochrome lines with touches of orange and blue.
STONE the label
The STONE woman, stated by Vince is a woman that ‘sets her own trends while still maintaining an effortless and simple aesthetic’. The STONE identity is not only in creating luxury products but also in creating experiences for their customers, offering pieces that will stand the test of trends, season and multiple wears.
The STONE team is made up of Vince and her husband. Vince designs all the pieces and her partner runs the website. They look forward to one day expanding their team and having many creative and talented people working with them.
Vince and her husband relocated STONE to New York City in 2018 not long after STONE’s newest collection DISCO was released. Since STONE has blown up and has been seen on multiple celebrities and influencers including Jen Atkin and Elle Ferguson.
STONE designs begin at the fabric, with fabric swatches and Vince’s sketch book. From there Vince begins to add shapes and create a “theme” for each collection. The current collection named ‘DISCO’ was inspired by a particular gold shimmering mesh that Vince discovered.