diff --git a/addons/web/static/src/views/list/list_arch_parser.js b/addons/web/static/src/views/list/list_arch_parser.js
index 96ea4d47783..d89c2a9adba 100644
--- a/addons/web/static/src/views/list/list_arch_parser.js
+++ b/addons/web/static/src/views/list/list_arch_parser.js
@@ -86,7 +86,7 @@ export class ListArchParser extends XMLParser {
                 }
                 addFieldDependencies(activeFields, fieldInfo.FieldComponent.fieldDependencies);
                 if (!invisible || !archParseBoolean(invisible)) {
-                    const displayName = fieldInfo.FieldComponent.displayName;
+                    const label = fieldInfo.FieldComponent.label;
                     columns.push({
                         ...fieldInfo,
                         id: `column_${nextId++}`,
@@ -94,9 +94,7 @@ export class ListArchParser extends XMLParser {
                         optional: node.getAttribute("optional") || false,
                         type: "field",
                         hasLabel: !(fieldInfo.noLabel || fieldInfo.FieldComponent.noLabel),
-                        label:
-                            (fieldInfo.widget && displayName && displayName.toString()) ||
-                            fieldInfo.string,
+                        label: (fieldInfo.widget && label && label.toString()) || fieldInfo.string,
                     });
                 }
                 return false;
diff --git a/addons/web/static/src/views/list/list_renderer.js b/addons/web/static/src/views/list/list_renderer.js
index b43dd1354dd..d5142d11304 100644
--- a/addons/web/static/src/views/list/list_renderer.js
+++ b/addons/web/static/src/views/list/list_renderer.js
@@ -435,7 +435,7 @@ export class ListRenderer extends Component {
         return this.allColumns
             .filter((col) => col.optional)
             .map((col) => ({
-                string: col.string,
+                label: col.label,
                 name: col.name,
                 value: this.optionalActiveFields[col.name],
             }));
diff --git a/addons/web/static/src/views/list/list_renderer.xml b/addons/web/static/src/views/list/list_renderer.xml
index 6f2e0354ad3..dc1c3883761 100644
--- a/addons/web/static/src/views/list/list_renderer.xml
+++ b/addons/web/static/src/views/list/list_renderer.xml
@@ -80,7 +80,7 @@
                                 value="field.value"
                                 name="field.name"
                             >
-                                <t t-esc="field.string"/> <t t-if="env.debug" t-esc="' (' + field.name + ')'" />
+                                <t t-esc="field.label"/> <t t-if="env.debug" t-esc="' (' + field.name + ')'" />
                             </CheckBox>
                         </DropdownItem>
                     </t>
diff --git a/addons/web/static/tests/views/list_view_tests.js b/addons/web/static/tests/views/list_view_tests.js
index d2a3ccc5f51..852fc432e61 100644
--- a/addons/web/static/tests/views/list_view_tests.js
+++ b/addons/web/static/tests/views/list_view_tests.js
@@ -846,7 +846,7 @@ QUnit.module("Views", (hooks) => {
         fieldRegistry.add("nolabel_char", NoLabelCharField);
 
         class LabelCharField extends CharField {}
-        LabelCharField.displayName = "Some static label";
+        LabelCharField.label = "Some static label";
         fieldRegistry.add("label_char", LabelCharField);
 
         await makeView({
@@ -855,10 +855,10 @@ QUnit.module("Views", (hooks) => {
             serverData,
             arch: `
                 <tree>
-                    <field name="display_name" widget="nolabel_char"/>
-                    <field name="foo" widget="label_char"/>
-                    <field name="int_field" string="My custom label"/>
-                    <field name="text"/>
+                    <field name="display_name" widget="nolabel_char" optional="show"/>
+                    <field name="foo" widget="label_char" optional="show"/>
+                    <field name="int_field" string="My custom label" optional="show"/>
+                    <field name="text" optional="show"/>
                 </tree>`,
         });
 
@@ -870,6 +870,17 @@ QUnit.module("Views", (hooks) => {
             "My custom label",
             "text field",
         ]);
+
+        await click(target, "table .o_optional_columns_dropdown .dropdown-toggle");
+        const optionalColumnLabels = [
+            ...target.querySelectorAll(".o_optional_columns_dropdown .dropdown-item"),
+        ].map((item) => item.textContent.trim());
+        assert.deepEqual(optionalColumnLabels, [
+            "Display Name",
+            "Some static label",
+            "My custom label",
+            "text field",
+        ]);
     });
 
     QUnit.test("simple editable rendering", async function (assert) {