Monika the Label relaunches with new brand identity and debut resale platform

Womenswear brand Monika the Label is relaunching today, 19 June, with a new brand identity and accompanying campaign.

After a year of "quietly rebuilding her label, and her life", founder Monika Young is reintroducing Monika the Label with "a renewed sense of clarity, emotion, intention and a new visual identity".

The relaunch celebrates the brand’s journey so far and marks its new chapter, with the message on its website reading: ‘The label you love, all grown up. Our new era begins on 19.06.25’.

Along with the relaunch, the brand is debuting a new circular resale platform in partnership with Continue, "reflecting Monika the Label’s commitment to fashion that values longevity, emotional resonance and re-wearing with intention".

The new platform will allow Monika the Label customers to re-sell their old pieces directly on the brand’s website, giving them additional store credit to invest in new pieces once they have made a sale.

Featuring as part of the relaunch is a short film with a focus on the new ‘Long Live the City Cowgirl’ collection - described as "a nostalgic ode to feminine rebellion".

Monika Young said: "To bring the new world of Monika to life, I created a fashion film in Berlin, directed by Miriam Alexa — in a city that shaped so much of my early creative identity and where the seed for the brand was first planted back in 2019 while I was working as a fashion buyer at Zalando.

"The project came together as a full circle moment - a return to the place where the dream began, now expressed through my own lens as a founder and creative director."

The short film introduces three new Monika archetypes — ‘The Free Spirit’, ‘The Downtown Muse’ and ‘The Elegant Collector’. Together, "they form a cinematic portrait of the Monika woman".

"This is fashion as storytelling, as self-reclamation, as a love letter to becoming," added Young. "This moment isn’t about chasing trends or dropping products for the sake of it.

"It’s about rebuilding something that feels truer than ever - a brand, a mood, a world. This is a soft return, but a strong one, and I can’t wait to share it."