After working in retail for twenty years, fashion buyer Cheryl Herger partnered with retail expert Christopher Frye to build the contemporary ready to wear brand Nonchalant Label, created to embody the balance of confidence, effortlessness, and quiet allure, with dressing up as its natural forte. Since its emergence in 2018, Nonchalant Label has remained devoted to elevated minimalism and a refined, understated sensuality. Each season transcending piece is designed to move seamlessly from day to evening and endure well beyond the moment. Nonchalant Label speaks to the cool and assured woman who desires luxurious essentials, timeless silhouettes, and romantic lines without compromising style or allure.
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