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We interviewed Jade and Sven the duo behind the new Label Prince of Etiquette to find out more about their story.

What inspired you to start Prince of Etiquette?

We're inspired by a love for high quality, everyday wear. Creating structured pieces with clean lines, for a fuss-free, effortlessly understated look. Having Scandinavian heritage, we're inspired by the always chic Scandinavians who keep their look elegant and flawless. Core to our label was our drive to create the perfect shift dress, which (before we created our label) always seemed to be the most impossible item to find. The shift should be every girl's go-to, day to night dress - it's so easy to wear! We've created a range of dresses based on the classic, flattering shift style. It was also important for us to be able to create a label that would be Australian made.

Tell us a bit about your personal style?

We love a pared-back look, jeans with a crisp white tee or a shift dress with ankle boots, for us it's about quality and simplicity, rather than a fussy look...pull it all together with a rose gold cuff and statement handbag. Our pieces create a flawless base from which it's easy to style up or down.

How did you come up with the Name Prince of Etiquette?

The name has evolved to describe our style etiquette (or philosophy)...the pared-back look, understated elegance, quality, showing just the right amount of skin. We don't do over the top, skin tight, flashy. Although we do love to show a bit of leg. Our pieces would actually be quite fitting if you were tying to win over a Prince!

Who is the Prince Of Etiquette customer?

Our customer wants a polished, flawless, flattering look that is easily thrown together, understated yet still makes a bold statement. It's about standing out for all the right reasons.

Who would you most like to see Prince Of Etiquette on? Who is the ultimate brand icon?

It's got to be Kate Bosworth, always a head-turner in effortlessly classic pieces, she doesn't resort to gimmicky or flesh-baring looks. Every element of her style is flawless.

Has starting the brand been a challenge?

We've been meticulous about getting every element of our design, fabric, construction, custom rose-gold hardware etc right, so its been a long journey but we're happy to finally be launching and seeing our vision come to life. It's very exciting.

What's next for Prince Of Etiquette?

We're always working on new designs, prints and colours. We'll keep our core pieces season to season updated with on trend colours and prints, we'll also keep things fresh with short-run designs in line with our 'style etiquette'.

Available online internationally at: