diff --git a/openpype/pipeline/create/context.py b/openpype/pipeline/create/context.py
index 7758a660d3..7f0341c127 100644
--- a/openpype/pipeline/create/context.py
+++ b/openpype/pipeline/create/context.py
@@ -496,6 +496,13 @@ class CreatedInstance:
     def subset_name(self):
         return self._data["subset"]
 
+    @property
+    def label(self):
+        label = self._data.get("label")
+        if not label:
+            label = self.subset_name
+        return label
+
     @property
     def creator_identifier(self):
         return self.creator.identifier
diff --git a/openpype/tools/publisher/widgets/card_view_widgets.py b/openpype/tools/publisher/widgets/card_view_widgets.py
index 086cd5c59c..3c294c9c7c 100644
--- a/openpype/tools/publisher/widgets/card_view_widgets.py
+++ b/openpype/tools/publisher/widgets/card_view_widgets.py
@@ -303,13 +303,14 @@ class InstanceCardWidget(CardWidget):
         self._last_variant = variant
         self._last_subset_name = subset_name
         # Make `variant` bold
-        found_parts = set(re.findall(variant, subset_name, re.IGNORECASE))
+        label = self.instance.label
+        found_parts = set(re.findall(variant, label, re.IGNORECASE))
         if found_parts:
             for part in found_parts:
                 replacement = "<b>{}</b>".format(part)
-                subset_name = subset_name.replace(part, replacement)
+                label = label.replace(part, replacement)
 
-        self._label_widget.setText(subset_name)
+        self._label_widget.setText(label)
         # HTML text will cause that label start catch mouse clicks
         # - disabling with changing interaction flag
         self._label_widget.setTextInteractionFlags(
diff --git a/openpype/tools/publisher/widgets/list_view_widgets.py b/openpype/tools/publisher/widgets/list_view_widgets.py
index 6bddaf66c8..1b1a19599a 100644
--- a/openpype/tools/publisher/widgets/list_view_widgets.py
+++ b/openpype/tools/publisher/widgets/list_view_widgets.py
@@ -113,7 +113,7 @@ class InstanceListItemWidget(QtWidgets.QWidget):
 
         self.instance = instance
 
-        subset_name_label = QtWidgets.QLabel(instance["subset"], self)
+        subset_name_label = QtWidgets.QLabel(instance.label, self)
         subset_name_label.setObjectName("ListViewSubsetName")
 
         active_checkbox = NiceCheckbox(parent=self)