1. Background
1.1. Modern Standard Pty Ltd (ACN 605 705 520) ATF the Modern Standard Trust t/as Assembly Label (Assembly Label) is committed to ensuring your privacy through compliance with the Privacy Act 1988 (Cth)(Privacy Act) and the Australian Privacy Principles (APPs).
1.2. This Privacy Policy (the Policy) uses the definition of personal information which is provided for in the Privacy Act.
1.3. The purpose of this Policy is to outline how we collect and handle personal information in the course of our dealings with you.
1.4. Your privacy is very important to us. For that reason, please read the following details carefully and contact us if you have any questions or queries.
2. What personal information do we collect and how do we collect it?
2.1. Personal information will ordinarily only be collected directly from you when you visit our websites and/or social media pages (collectively, the Sites), through direct face-to-face contact (i.e. when you visit our stores in person), by telephone, by correspondence, through online competitions and attendance at our events.
2.2. Personal information may also be collected about you from a third party, such as one or more of our service providers.
2.3. The type of personal information we collect will depend on the circumstances of its collection and the nature of the dealings you have with us. For example:
- a) when you make a purchase in store, we may collect your name, date of birth, contact details (such as email address, phone number and residential address) and your financial and credit card details;
- b) when you attend one of our retail or concession stores in person, we or a third party acting on our behalf, may capture your image and/or sound recordings on Closed Circuit Television (CCTV) footage;
- c) when you make a purchase online, we may collect your name, gender, date of birth, contact details (such as email address, phone number and residential address) and your financial and credit card details;
- d) when you visit any of our Sites using an electronic device, we may collect your device ID, device type, geo-location information, computer and connection information, statistics on page views, traffic to and from the sites, ad data, IP address, standard web log information and cookies from your computer, which tells us when you visit the Sites and may remember your preferences;
- e) when you attend an event run by us, we may collect your name and contact details; and
- f) when you enter a competition or trade promotion run by us or on our behalf, we may collect your name, contact details and your preferences and opinions about types of products and/or services.
- Why do we collect your personal information?
3.1. We only collect personal information that is reasonably necessary for one or more of our functions or activities.
3.2. We only collect sensitive information[1] if it is reasonably necessary for our functions or activities, or an exception applies under the PrivacyAct and the individual to whom the information relates has given their express consent to the collection.
3.3. You can choose not to provide us with certain information. However, if you do not provide us with certain types of personal information, we may be unable to provide you with our services, supply you with our products or otherwise transact with you.
4. How do we use your personal information and under what circumstances will it be disclosed?
4.1. We will only use or disclose your personal information for a purpose for which it was collected (or for a secondary purpose if an exception applies), including things such as supplying you with our products and/or services, managing our relationships, performing administrative functions, conducting marketing activities (including direct marketing) and complying with legal requirements.
4.2. Where we use personal information other than for a purpose for which it was collected, we do so in accordance with the Privacy Act and APP 6.
4.3. We may disclose personal information to our professional advisors (including lawyers) and contracted third party service providers and partners, including marketing and advertising agencies and information technology service providers. However, we will never disclose your personal information to an unknown third party, unless you have given your consent to such a disclosure.
4.4. We may disclose your personal information to a trusted third party who also holds other information about you. This third party may combine that information in order to enable us to develop consumer insights so that we can better understand your preferences and interests, personalise your experience and enhance the products and/or services that you receive.
5. To whom do we disclose your personal information?
5.1. We may disclose your personal information for the purposes described in this policy to:
- a) our related bodies corporate and employees;
- b) our existing or potential agents, business partners or partners;
- c) our professional advisers, dealers and agents;
- d) payment systems operators;
- e) third party suppliers and service providers;
- f) anyone to whom our assets or businesses (or any part of them) are transferred;
- g) our sponsors or promoters of any competition that we conduct via the Sites;
- h) specific third parties authorised by you to receive information held by us; and/or
- i) other persons, including government agencies, regulatory bodies and law enforcement agencies, or as required, authorised or permitted by law.
6. Direct Marketing
6.1. We may engage in direct marketing of our products and/or services from time to time.
6.2. We only use personal information for direct marketing in circumstances where we have collected the information directly from the individual and that individual reasonably expects to receive direct marketing material from us (for example, where an individual has signed up to receive direct marketing material from us).
6.4. Direct marketing may be in the form of email or SMS messages. You can opt-out of receiving direct marketing messages by following the unsubscribe link in the message.
7. Access to and accuracy of personal information
7.1. We take all reasonable steps to ensure that the personal information we collect, use and/or disclose is accurate, complete, up to date and relevant.
7.2. You have the right to ensure that your personal information which is held us is accurate. To make a request to access and/or correct your personal information, please contact Assembly Label’s Privacy Officer using the contact details provided below.
7.3. While we will always endeavour to give access to personal information free of charge, we reserve the right to charge individuals for access to personal information to cover costs associated with:
- a) searching for, locating and retrieving personal information and deciding which information to provide to the individual;
- b) using an intermediary; and
- c) reproducing and sending the information.
7.4. We are entitled to refuse to give access to personal information in certain circumstances. For further information, please contact Assembly Label’s Privacy Officer using the contact details provided below.
8. How secure is your personal information?
8.1. We take all reasonable steps to ensure that information held by us is safe and secure, and that it is protected from misuse, loss, unauthorised access, modification and disclosure.
8.2. While we take all reasonable steps to ensure the security of your personal information, data protection and security measures can never be guaranteed and, accordingly, we cannot guarantee the security of your personal information.
9. Destruction and de-identification of personal information.
We will take reasonable steps to de-identify or destroy personal information when it is no longer needed by us, except where the information forms part of a Commonwealth record or we are required, by law or a court or tribunal order, to retain the information.
10. Anonymity and pseudonymity.
Individuals have the option of dealing anonymously or by pseudonym with us, unless it is impracticable to do so or we are required, by law or a court or tribunal order, to deal with identified individuals.
11. Overseas disclosure of your information
11.1. We may disclose your personal information outside of Australia to entities of the kind listed in paragraph 5 of this Policy.
11.2. By providing your personal information to us, you consent to the disclosure of your information outside of Australia and acknowledge APPs 8.1, as outlined in Schedule 1 to the Privacy Act, will not apply to the use of the information.
11.3. You further acknowledge we are not responsible for privacy practices of the overseas entities to whom we may disclose your information and acknowledge we are not required to ensure that overseas recipients handle your personal information in compliance with the Privacy Act and the APPs.
11.4. We will, however, take reasonable steps to ensure that any overseas recipient will deal with your personal information in a way that is consistent with the APPs.
12. Third Party Links
12.1. The Sites may contain links to websites or products operated by third parties.
12.2. Those links are provided for convenience and may not remain current or be maintained. Unless expressly stated otherwise, we are not responsible for the privacy practices of, or any content on, those linked websites or products, and have no control over or rights in those linked websites.
12.3. The privacy policies that apply to those other websites may differ substantially from this Policy, so we encourage individuals to read them before using those websites or products.
13. Changes to the Policy
13.1. We reserve the right to amend this Policy from time to time. Changes will be posted on any one or more of the Sites.
13.2. You should regularly check the Sites to see if there have been any recent changes.
14. Complaints
14.1. If you believe there has been a breach of the Privacy Act or the APPs, please contact Assembly Label’s Privacy Officer using the details provided below.
14.2. We take privacy complaints very seriously. If you make a complaint, we will respond within five (5) calendar days to advise you of who is responsible for managing your complaint. We will try to resolve your complaint within ten (10) calendar days. When this is not possible, we will contact you within that time to let you know how long we will take to resolve your complaint.
14.3. We will investigate your complaint and, where necessary, consult with third parties about your complaint. We will make a decision about your complaint and write to you to explain your decision.
14.4. Individuals can also complain directly to the Office of the Australian Privacy Commissioner. Details about how to file a complaint can be found at www.oaic.gov.au or by calling 1300 363 992
15. Contact Assembly Label
All questions or queries about this Policy and complaints should be directed to the Assembly Label Privacy Officer, whose details are as follows:
Contact Name: The Privacy Officer
Email: enquiries@assemblylabel.com
A change of season
Short film by Phoebe Wolfe for Assembly Label.
Storytelling has always been at the heart of what we do at Assembly Label. Over the years it’s taken many forms — evolving as the brand has grown — but our new spring short film, directed by Phoebe Wolfe, is an exploration of this in motion.
When considering who could best tell our story, Phoebe came to mind immediately. An Australian filmmaker on the rise, she brings a distinctively soft, nostalgic eye to everything she works on, a style that resonates deeply with Assembly Label’s commitment to authenticity and simplicity.
Shot on 16mm, Phoebe was tasked with capturing the essence of the brand through a timeless, naturalistic lens. Shot between a sunlit apartment in Coogee and the coast of La Perouse, the film tells the story of two sisters, twins Saskia and Tawny Myers, and their quiet, unspoken bond. Adding an even more personal layer to the project, the film’s score was also written and composed by the twins.
To mark the launch of the short film, we sat down with Phoebe to talk about her creative process, the inspiration behind the film, and the spontaneous details — from wood-panelled walls to a chance encounter with a Holden Commodore — that influenced the final story.
Can you tell us a little about yourself, your background, and your career to date.
I have been making films since I was little, although back then they were more likely to be plays staged in the living room with my sisters, or a “chapter book” about rival fairy families that I would deliver, page by page, to my librarian. Filmmaking never felt like a straight path for me. I studied international politics and history, worked odd jobs, and learnt by doing, picking up a camera whenever I could and seeking out people whose work I admired. Over time, those experiments grew into something bigger, and now I'm lucky enough to direct films for luxury brands while also developing my first feature.
What first drew you to filmmaking? Have you always had an interest in film?
Going to the movies as a child is what made me fall in love with them. I would feel so deeply sitting in the cinema, completely taken over by whatever was on screen. I wanted to understand how films could do that, why they made me feel that way. And more than that, I wanted to figure out how to do it to other people.
You directed our spring short film. How did you interpret the brand’s identity and translate it into a narrative?
When Assembly Label approached me, they spoke about wanting natural beauty, authenticity, and atmosphere, all told through a naturalistic lens. They also wanted to incorporate the coastal landscape, natural light, and quiet human connection. That ethos aligned beautifully with the way I like to tell stories.
Casting twins Saskia and Tawny Myers felt inevitable. I have known them for a while and always admired their energy and bond. I once saw them on a packed pub dance floor, arms linked, hair flying, completely entertaining themselves as if no one else existed. That moment captured the spirit of authenticity Assembly Label was looking for.
The brand’s silhouettes also evoked the ’70s, which made me think of Puberty Blues. My friend Jaimee’s apartment, with its wood-panelled walls and luminous morning light, felt tonally perfect. From there, the story grew around the sisters’ relationship. Sleeves became a symbol of their connection, gradually shed as the season shifted, reflecting the inevitability of growing up and the distance that can come with it.
Who or what inspires you creatively?
I'm inspired by people who are uninhibited, who move through the world freely without self-consciousness. That is part of what makes Saskia and Tawny so compelling. I'm also inspired by small details — a glance, a gesture, a pause — that can suggest a larger story and reveal something about a relationship.
Can you walk us through your creative process—from concept development to final edit?
The film was about transience and change, so we chose to shoot on 16mm to capture something fragile and ephemeral. My DOP, Lucca Barone-Peters, has an intuitive sensitivity to light and composition, and his calm, collaborative approach shaped the atmosphere on set. The grade was then handled by Darwin Schulze. I happened to have watched The Materialists the night before, so was very much in a world of restraint, which inspired us to lean into cool pinks and blues while softening the greens, giving the film a timeless, elevated quality.
Locations were chosen with restraint. I wanted to acknowledge the coastline without leaning into obvious Australian tropes, and the ’70s references guided us from my friend Jaimee’s wood-panelled apartment to a chance encounter with a 1982 Holden Commodore. I happened to walk by as the owner was struggling with the ignition, asked for his email, and that car became a central part of the film.
In the edit, I worked with my favourite, Liam James, and together we shaped the film in a midnight session, searching for a rhythm that could shift the story from lively to despondent through the smallest gestures between the sisters. Music and sound then gave the film its pulse. Saskia and Tawny composed an original score, a nostalgic blend of guitar and strings that felt deeply authentic to them, and finally, Renee Park came on to design and mix the sound. She brought remarkable precision and nuance, adding the final layer of texture and depth that made the film feel whole.
What do you want viewers to feel or take away when they watch the film?
I hope it feels nostalgic, and makes people think of a sibling or a best friend — someone woven into your life, and the way you carry them with you even as things change.
What’s next for you? Do you have any projects in the works that you can tell us about?
I have some exciting travel coming up for work, and I'm really enjoying writing at the moment. Spring always leaves me feeling energised and inspired, and I am excited for what's ahead.
Shop light layers and soft silhouettes.
