diff --git a/paunch/cmd.py b/paunch/cmd.py
index 157459e..41f78bb 100644
--- a/paunch/cmd.py
+++ b/paunch/cmd.py
@@ -41,8 +41,9 @@ class Apply(command.Command):
             metavar='<label=value>',
             dest='labels',
             default=[],
+            action='append',
             help=('Extra labels to apply to containers in this config, in the '
-                  'form label=value.'),
+                  'form --label label=value --label label2=value2.'),
         )
         parser.add_argument(
             '--managed-by',
@@ -178,8 +179,9 @@ class Debug(command.Command):
             metavar='<label=value>',
             dest='labels',
             default=[],
+            action='append',
             help=('Extra labels to apply to containers in this config, in the '
-                  'form label=value.')
+                  'form --label label=value --label label2=value2.'),
         )
         parser.add_argument(
             '--managed-by',
diff --git a/releasenotes/notes/labels-96a99153cf97c3aa.yaml b/releasenotes/notes/labels-96a99153cf97c3aa.yaml
new file mode 100644
index 0000000..5e29a8a
--- /dev/null
+++ b/releasenotes/notes/labels-96a99153cf97c3aa.yaml
@@ -0,0 +1,4 @@
+---
+fixes:
+  - |
+    Fixed ``--labels`` can takes multiple values.