Chelsie Carvajal
Photo from NOT JUST A LABEL
Unforgettable experiences often move the imagination, the emotions, and leave a lasting impression on those fortunate enough to witness them. This is the kind of experience that Yi-Han Chou creates with her craft. As a new media artist and choreographer, Chou is a creative spirit whose talents are featured on platforms like Not Just A Label (NJAL). “My work integrates real-time sensor systems into choreographed performances,” explains Chou.
NJAL has grown from a modest platform to a global network representing over 50,000 designers from 150 countries. The platform’s recent expansion into Los Angeles is a remarkable testament to the change in the fashion landscape, as independent creators increasingly seek alternatives to traditional industry pathways.
Breaking Industry Codes Through Digital Empowerment
NJAL emerged with a clear mission: to showcase emerging talent and promote sustainable practices. “The U.S. is now the stronger market for NJAL, and establishing a permanent presence within the American fashion system was a clear next step,” Chou says.
For artists like Yi-Han Chou, who work across immersive tech, performance, and fashion, these digital platforms provide crucial visibility. With training from Parsons and NYU, Yi-Han Chou has developed a distinctive approach that combines traditionally separate disciplines. “While real-time technology is common in media arts or stage tech, it is still relatively rare for an independent choreographer and performer to self-develop custom systems that shape the live experience,” Chou notes.
NJAL’s platform similarly drives designers to maintain their independence while gaining global reach. The company’s mission centers on promoting independent designers based on authenticity, craftsmanship, and sustainability—an approach that resonates with Chou’s own practice of developing custom interactive systems rather than relying on expensive commercial software or external technical directors.
From B2B to Direct Consumer Connections
In an impressive pivot, NJAL has transitioned from a business-to-business platform to a direct-to-consumer e-commerce model. This shift came in response to the effects of the global pandemic and represents an effort to “save a generation of emerging talent”. The move parallels changes across creative industries, where intermediaries are increasingly being bypassed in favor of direct creator-to-audience relationships.
Yi-Han Chou’s performances integrate “contemporary dance, real-time visuals, and interactive spatial sound into unified audience experiences.” This approach creates immediate feedback loops between artist and audience, similar to how NJAL now connects designers directly with consumers.
Cultivating Local Manufacturing in Global Markets
NJAL’s expansion to Los Angeles was not at random. The city is the largest manufacturing employment hub in the U.S. and has seen incredible growth in its independent designer community. Through initiatives like “Make It in LA,” developed in partnership with the City of Los Angeles, NJAL aims to strengthen local manufacturing ecosystems and foster connections between suppliers, designers, and manufacturers. Yi-Han Chou’s work offers “scalable, artist-driven models” that equip “small and mid-sized productions to innovate without becoming dependent on expensive commercial software.”
“With a thriving art scene, a powerhouse of retail momentum and a GDP of more than 825 billion dollars, L.A. is a growing force in the global fashion network,” notes Chou. For artists like Yi-Han Chou and the thousands of designers on NJAL’s platform, this focus on building local creative ecosystems while maintaining global connections predicts the future of independent creation.