A Label On The Rise: London’s New Classic Cool – FIFTH


The London-based label Fifth is part of a Fashion Collective of designers from The Prince’s Trust Enterprise Program, that will be hosted by Fashion Finest during London Fashion Week this season. Fifth’s clean lines, crisp, and fresh design aesthetics have the label tipped to be the future go-to for modern classics and infamous London cool. We caught up with its founder.

Tell us about yourself.

I am Marina Olupitan, a 26-year old British fashion designer based here in London.

I studied fashion design and graduated from Manchester School of Art with a bachelor’s degree. After graduating, I spent three years working for a womenswear label where I learned all the inner workings of running a fashion business.

Where does your inspiration come from?

My inspiration mainly comes from modernist architecture, streetwear and historic sportswear. Scandinavian films and cultural dress also heavily influence me along with art, and vintage sportswear. During the creative process, I experiment with various finishing techniques and fabrics to create my garments. I apply a ‘less is more’ ethos during my garment production.

Describe your Label.

Fifth is a brand rooted in juxtapositions. Feminine fabrics are cut into boyish shapes, Historic art forms such as crochet, are embedded into a collection that is driven by current culture, and tailoring is layered with relaxed sportswear.

SS18 sees a clinical colour palette met with the soft textures of sheepskin and mohair, and relaxed jerseys mix with trans-seasonal wools.

Bridging streetwear with minimalism, the Fifth woman is modern in her approach to style.

How is the fashion industry changing?

Social media has become a major part of the fashion industry. It has made the industry more accessible to up and coming designers, and it has given us a fast way to build a customer base.

What are your biggest challenges?

I’ve found funding to be my biggest challenge in building my brand. A lot of money goes into a fashion start up.

What can we expect from you/your brand throughout the rest of the year?

Apart from showing with Fashions Finest, I will be launching my e commerce website next. You can also expect to see collaborations with influencers and other designers. I will also be launching my accessories range.

How did you become a fashion designer?

I was always interested in fashion. I loved watching my grandmother make clothes when I was young. This coupled with my creativity motivated me to study design at university, and start a career the field.

What keeps you motivated?

My passion for design, my determination to make a difference, and a positive mindset – believing that success is only around the corner.

What was your greatest success in the past few years?

Finally starting my brand. It is something I have wanted to do for quite a while. Babe

Who is your ideal muse?

I would love to see Zoe Kravitz in my collection. She personifies that quintessentially cool girl that I envision for my brand.

What are your future plans?

I plan to grow my label. I also want to eventually open a concept store that sells multiple brands.

Fifth will be available for purchase at www.fifth-studio.com from September 2017. The online shop will offer minimal ready-to-wear clothing for women.

The ready-to-wear line consists of basics and limited editions that will be available on a pre-order basis.

Get your tickets to the catwalk here: http://www.fashionsfinest.com/tickets