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MsLabelled is a witty, vlog-style comedy series (40 x four-minutes) that follows the adventures of intern Ella (Rebecca Liddiard, Houdini & Doyle) and designer Anna (Sara Hennessey, Just For Laughs), who are trying to make their mark in the high pressure, fast-paced world of fashion while working at Label magazine, overseen by editor-at-large Jeanne Beker.

In Season 1, Ella lands in some serious hot water after launching an upstart fashion blog. With Ella’s whereabouts unknown as Season 2 kicks off, Anna and IT guru Gus (Shawn Ahmed, Slasher) can’t help but wonder if she has been behind controversial fashion gossip blog Mirror/Mirror all along. As if that wasn’t enough, Bee (Marni van Dyk, Reign) has taken over as Label’s editor, and she’s brought PR expert Drew (Tori Anderson, Open Heart) with her to put the disgraced Designer Program back on track. Amidst the drama of corporate takeovers, libations and lies, the Label gang is about to get a huge dose of reality – in more ways than one. The series extends onto social platforms through Instagram, Tumblr and Twitter where fictional and real world fashion vloggers, along with the fans of the series, can share, discuss and dissect fashion and fashion trends.

Tea brand Tetley and its premium Signature Collection tea, which features drawstring bags, are integrated into the MsLabelled Season 2 storyline via a design challenge to create drawstring fashions. Keep Calm & Sip On – a custom branded video set in the MsLabelled world featuring series star Sara Hennessey – supported Tetley’s Fall 2015 campaign.

Produced by Smokebomb Entertainment and shift2 in association with Shaw Media and Tetley, MsLabelled is produced by Steph Ouaknine and Jay Bennett and executive produced by Jeanne Beker, Christina Jennings and Kaaren Whitney-Vernon. The series was created and written by Alexandra Clarke (Harriet the Spy: Blog Wars), and is directed by Zoe Robyn (Helix, Gator Farm). MediaCom Beyond Advertising, the Branded Content division of MediaCom, negotiated the partnership and oversaw the branded content creation.


40 x four-minute scripted digital comedy series

Watch on the KindaTV YouTube channel and Shaw Media’s


Season 1
Season 2
Keep Calm & Sip On branded video


The Official Series feed
Photoblog feed

Photoblog feed – @MsLabelled
The Official Series feed – @MsLabelledShow
Mirror Mirror character feed – @MMOnTheWall

MsLabelled on Slice

Sales Contacts

Shaftesbury Sales Company
Lindsay Brown – Sales Executive