Don't freak out, but Alannah Hill has started a new label.

Alannah Hill.






Melbourne designer Alannah Hill – she of the giant bows, vintage-look sequins and girly lace – has announced she’s starting a new label.

Hill, who was ousted from her eponymous label in August last year, announced on Facebook the new label will be called Louise Love.

Thanking her friends for their support over the past year, the local fashion icon also suggested the new label will be stocked exclusively at David Jones.

David Jones exclusive partnership. I did it!” Hill posted on her Facebook page.

“Mr David Jones has bought my capsule collection and from mid-September I will be available on the very special designer floor as Louise Love,” she said.

“The brand new dawn is finally here my loves… Our spirit and who we really are can never be extinguished, for the childhood dreams of a peculiar girl from an apple orchard in deep south Tasmania will always keep me strong.”

Hill is no longer able to operate under her actual name as a result of a long-running dispute with the brand’s parent company, Faxtory X — but Yahoo News reports Louise Love incorporates the designer’s middle name.

She hinted earlier in the year that her new label would be ‘very similar to’ Alannah Hill.

“I can’t be phoney … It will be an evolution of what I used to do; new and modern and special,” Hill said.

Click through the gallery below for Alannah Hill designs from her previous label Alannah Hill:

Are you excited to see Hill’s new designs?