Erin Wasson fronts launch of new London label Attribute

New London-based label Attribute has launched online and at its own store in Shoreditch backed up with a campaign and collaboration with Texan supermodel Erin Wasson.

Attribute, which aims to offer directional, designer quality products at an accessible price point, is side-stepping the wholesale route to market by selling direct to the consumer and has dismissed the traditional seasonal structure with new products dropping every month.

Wasson, who has appeared on countless fashion covers worldwide and has modelled for most major fashion houses, has collaborated with the brand's design team on the Patti boot. The Patti is a Chelsea boot with studded strap available in plain black, black with red and leopard details or blue with white croc details. It retails for £350.

The 80s/punk-inspired collection also includes high heeled, studded strapped sandals (£395), high heeled pointed pumps with ankle strap and studs (£325) and a flat version for £275, and neoprene and leather sneakers with studded straps for £200.

Bags on offer include studded bucket bags with chain shoulder straps starting at £295, a leopard print backpack for £295 and a shoulder bag with ring details for £250. A capsule collection of coats and jackets is also expected for AW16.

The design team behind the label have experience from a wide range of high-profile fashion brands including Topshop Unique, All Saints and Liberty, while product developers have spent stints at Gucci and McQ by Alexander McQueen.

Attribute is available now online or at the brand's store on Shoreditch's Redchurch Street.