Trust Us: You Won’t Want To Miss This New Fashion Brand
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1 day ago
Why you need to have NOUSHELLA on your radar
It takes a lot for a new name in the fashion industry to catch our attention – more so when it’s for all the right reasons. And brands like NOUSHELLA, who redefine the intersections of style and mental health, are definitely something special. So, what can we expect from the luxury label ahead of its launch? We’ve got all the info.
NOUSHELLA: The Luxury Label Supporting Mental Health Awareness
If there’s one thing the fashion industry is guilty of, it’s not always putting the mental health of its community first. It’s this issue that has become the biggest driving force behind NOUSHELLA.
Founded by Noush Navazani, a trained psychologist with deep roots in London’s fashion industry, the brand seeks to fill a significant void in the conversation around the topic – while creating the ultimate set of wardrobe staples.
The Inspiration Behind The Brand
Working alongside Creative Director Jalal Mashhadi Fard and Co-Founder Ashena Nafarieh, Navazani draws inspiration from the seven female archetypes derived from Greek mythology: the mother, the maiden, the huntress, the mystic, the queen, the sage and the love. These archetypes serve as foundational elements for the brand’s creative process, allowing women to connect with different facets of their identities through fashion.
‘With mental health, the most important thing in treatment is when people start to have self-awareness,’ explains Navazani. ‘I believe this is the most important thing to prevent any problems – for example, an issue with body image, or with eating disorders. As psychologists, our primary focus involves grasping the strengths and weaknesses of the individual, which lays the groundwork for our professional contributions.
‘This is something that has really been missing in the fashion industry, and the seven archetypes give us the perfect starting point for our design approach.’
And when it comes to fashion, Navazani believes that clothing has the ability to help us articulate emotions that transcend linguistic limitations and share in the experience of finding self-acceptance.
NOUSHELLA also takes its cues from a global map of narratives, folklore and mythologies. This is a brand that seeks out the joys of storytelling, both universal and personal – and in transcending geographical boundaries, Navazani hopes to open the door for a wide community of people.
More Than Just Fashion
In an industry often criticized for its superficiality, NOUSHELLA stands out by prioritising substance alongside style. The brand is, evidently, not just about creating beautiful clothing; it also upholds the goal of fostering a deeper understanding of mental health.
Each piece serves as a reminder of the importance of embracing one’s true self, while the brand aims to spark conversations about mental wellbeing and encourage reflections on personal journeys.
