• Secret South: SS12 collection.
    Secret South: SS12 collection.

One of Sydney's cult fashion labels has re-branded in a move to snap up a larger portion of the local market share.

Secret Squirrel, founded by creative duo Bri Cheeseman and Andrew Prince, has officially re-branded under new name Secret South.

According to Prince and Cheeseman, the re-launch, which coincides with the release of the label's spring/summer 2012 collection, represents the evolution of the brand, which has shifted in its design direction and core market over the years.

“For us, Secret South is almost like Secret Squirrel’s stylish older sister. The label has really grown up over the years to be all about simple, modern covetable pieces. Whilst we loved the cute nostalgia of the old name, Secret South feels fresh and a little more grown up.”

The new Secret South collection, which will launch this week, sees the introduction of a contemporary mix of feminine silhouettes and smart tailoring, featuring minimalist separates in brushed silks and textured linens, subtle tailoring and several wardrobe essentials.

The range relies on a colour palette of classic neutrals – rich creams, warm greys, inky navys and classic black, punctuated by four original, colour rich digital prints.

For a second time the label has also collaborated with renowned Sydney graphic designer Elke Kramer, who contributes art, drawn from the inspiration of kilim textiles and mid-century floral design.

The bold prints will also feature on the label’s first foray into accessories, with two silk-cotton scarves and graphic oversized clutches to add to the ethos of the Secret South collection.

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