Who started it? Italian jetsetters Amy and Filippo Perricone established Back Label three years ago, creating a luxurious yet casual line of loungewear that's equally stylish inside or out. The husband-and-wife team wanted to combine extreme comfort with extreme elegance, and have perfected the design of cool basics.
Why we love it: seamless underwear; seamless dresses; seamless tops. Back Label's heat-bonding technique holds fabrics in place for a smooth and sensuous fit. All fabrics are free of toxic material and pesticides, and are made from mineral, such as seaweed and bamboo, and other natural fibres. Natural dyes (from blueberries to Ceylon tea) are used on cashmere, and there's an exclusive detergent, with added rice protein, to preserve the garments. Essential oils such as jasmine sambac and white grapefruit provide a delicate aroma.
What we'd pick: we love the androgynous black and cream boyfriend boxer (HK$360). The Kimono dress in black (above right; HK$1,580) and long cross-back dress (HK$1,520), with matching cardigan (both right; HK$1,520), lend themselves to great evening ensembles.
Where can you get it? Back Label is available at Konzeep, 50 Tung Street, Sheung Wan, tel: 2803 0339.