Keepsake The Label

Keepsake the Label is an Adelaide women's occasionwear brand started in 2011 by Melanie Flintoft, creative director of parent company Australian Fashion Labels, which also owns The Fifth, Finders Keepers and the BNKR retail platform. The line focuses on event and eveningwear: chiffon and lace midi and maxi dresses, cut-outs, corseted bodices, drapes and two-piece sets at contemporary rather than luxury prices. Parent AFL entered voluntary administration in January 2021 and was bought by a group of private investors the same year; the label is stocked by global retailers including Nordstrom, Shopbop and Bloomingdale's.