I’m not sure about you, but I’m just that little sceptical of new labels.  Not that the idea of a new interpretation, new faces and a whole new aesthetic doesn’t excite me, but because I find new labels rarely reach that benchmark that I inevitably set for them.

Last Thursday, I joined Sydney’s most glamorous at Cockle Bay hotspot Cargo Bar for the summer launch of new label, I Am.  Fashionistas and style stalkers sipped on champagne and grazed on canapés in the upstairs lounge.

I Am is the baby of Sydney design trio Claire Murphy, Brigid Whelen and Polly Epov.  The summer collection, Sleek Jungle, encompasses the contemporary mood of the everyday woman attempting to traverse Sydney’s urban jungle.

As the parade took place, with the sun setting over Sydney Harbour, there were subtle references to the Spring 2010 shows: Alexander McQueen-style exaggerated prints on pants, block colours as featured at Lanvin, and a realistic take on the blazer (after such a fuss, WHERE did heavily adorned/padded shoulders go, I ask Christophe Decarnin of Balmain).

FINALLY, a label that harnesses both wearability and style.  The pieces were PRACTICAL, but above and beyond the t-shirt and jeans staple combo.  It was one sleek line up.

Featuring crisp blazers, sleek pants, sexy sheer blouses, boldly coloured cap-sleeved dresses, and an assortment of heavily printed maxi dresses, the pieces offered versatility and mix-and-match longevity.  The icing on the cake?  The final look featured a live diamond python.  For someone used to wearing snakes in a whole different way (think handbags, shoes… shamelessly), this was a nice touch.

Worn by exotically bronzed models, this is a label that celebrates the woman come as she is.  Makeup reflected the geography of the jungle.  Dark, smoky eyes and lips kept nude and simple read sexy but sophisticated, ready to take you from the boardroom to the bar.

My favourite look?  The lipstick pink blazer teamed with a sheer black shift.  So simple yet elegant, the outfit encapsulates what it means to be a working girl (and NOT in the Pretty Woman way).

And the prices?  Think Sportsgirl on steroids.

Sure, we’re not talking Chanel or Dolce, but the designers don’t expect that of their label.  This is effortless style that won’t break the bank.  In fact, the worst that might happen is you might break a nail as I fight you for their leopard print pants.  Meow.

The label will feature at the Fatboye Group Pop up store, which opens on 3 February at the Art House Hotel in Sydney.  Check it out on Wednesdays and Saturdays for the rest of the year!

Would you team block colours and prints?

Or keep it simple, and just work one at a time?