Style and substance: NOUSHELLA’s fashion-forward approach to mental wellbeing
Discover the forward-thinking fashion house blending mental health awareness with statement designs
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Acknowledging mental health in the fashion world, promoting positive mindsets and encouraging self-discovery and confidence through beautiful, intricately designed clothes: welcome to NOUSHELLA. This hot-off-the-press new British womenswear brand takes clothes beyond simple aesthetics and focuses on the person wearing them, inside and out.
Brainchild and passion project of Noush Navazani, NOUSHELLA seeks to bridge the gap between mental health and fashion. As a trained psychologist with experience in the clothing industry, Navazani is well-versed in the need to raise awareness of the mental challenges we all face day in, day out. Seeking to find positive ways of enhancing mental outlook, no matter who, what and where we are, NOUSHELLA was born, with a design approach based on the seven different psychological archetypes of women.
“As psychologists, our primary focus involves grasping the strengths and weaknesses of the individual, which lays the groundwork for our professional contributions,” explains Navazani. “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”. Joining forces with creative director Jalal Mashhadi Fard and co-founder Ashena Nafarieh, Navazani has created a revolutionary brand recognising the archetypal traits and personality types of women and embracing them in every stitch of the brand’s designs.
These seven female archetypes were originally described by leading psychologist Carl Jung to help women understand the ‘why’ behind their subconscious thoughts and common behaviours, and have been named after figures in Greek mythology. Providing fertile ground for design inspiration, NOUSHELLA’s exquisite launch collection represents each of these archetypes through its gorgeous pieces.
The archetypes include: Persephone – The Maiden (innocent and intuitive), Demeter – The Mother (spiritual and supportive), Artemis – The Huntress (driven and adventurous), Athena – The Wise Woman (strong and knowledgeable), Hestia – The Mystic (ritualistic and comforting), Hera – The Queen (determined and regal) and Aphrodite – The Lover (joyful and sensual). From Aphrodite’s seductiveness and romanticism to Athena’s strength and resilient spirit and Hera’s regal essence, each design in NOUSHELLA’s launch collection nods to one of the archetypes, allowing women to channel their personalities in the most natural, expressive way.
Each piece is thoughtfully crafted in beautiful fabrics and intricate patterns to offer original designs and unique styles. Taking inspiration from vintage Persian carpets and the luscious greens and pretty florals of the Garden of Paradise, NOUSHELLA’s signature Elysium pattern features stunning motifs bringing the beauty of nature to life. The collection also uses custom-made luxury cotton madras, elegant Italian wool and silk and delicate lace for feminine and gracefully fitted silhouettes, with swirling wave and fiery flame patterns weaved in.
From flirty and sophisticated dresses to daring and striking co-ords, shop our favourite pieces below.
Aphrodite: Lovelight Dress
Aphrodite, The Lover, Goddess of Love and Beauty, represents women in tune with their emotions who embrace beauty and sensuality. Her look is alluring and slightly seductive, with strong connections to doves and swans, flowers and fruits. NOUSHELLA’s Lovelight dress shows off this persona with its short length, dramatic monochrome tone and sexy cut-out design.
Athena: Vivida Dress
Athena, The Wise Woman, Goddess of Wisdom and Crafts, uses her knowledge to strive for strength and resilience. Her style balances feminine and masculine elements, using clothing as armour. NOUSHELLA’s Vivida dress in black featuring a twisted neckline and touch of floral fabric on the bodice epitomises these traits, with its sharp cut-outs, powerful shade and strong open back making a bold statement.
Artemis: Bract skirt
Artemis, The Huntress, Goddess of the Hunt and Moon is a fiercely independent woman, with a determination to pursue her goals and a love for adventure and competition. NOUSHELLA’s Bract skirt encapsulates this strong, confident character with a bold, black mini-length skirt featuring a glimpse of Elysium fabric. A slightly daring design mixed with pretty floral motifs, embodying her passion and feminist style.
Demeter: Eleanor Blouse
Demeter, The Mother, Goddess of Grain and Harvest has compassionate associations, providing physical, psychological and spiritual nourishment to others. This archetype caters to women characterised by strength and generosity and reflects an aesthetic that seamlessly combines striking and comforting elements, as seen in NOUSHELLA’s Eleanor blouse, crafted from stunning white lace with impeccable detailing.
Hera: Helena leotard
Hera, The Queen, the Goddess of Marriage and Queen of Olympus, has a regal presence. Exuding confidence and ambition, as well as loyalty and a determined demeanour, this archetype comes out in NOUSHELLA’s Helena leotard. Deep black lace with long sleeves and a high neck cut, it oozes importance and assertiveness.
Hestia: Magnolia Suit in Bejewelled Black
Hestia’s archetype as The Mystic, the Goddess of the Hearth, means she is ritualistic and serene in spirit, thriving within the hearth’s sanctuary and embracing the unknown. The Magnolia Suit in Bejewelled Black encapsulates this with a classic suit style turned up a notch with an elegantly risqué low neckline and silver bejewelled detailing on the shoulders making it an authentic NOUSHELLA piece.
Persephone: Cora dress in Elysium
Persephone, The Maiden, Goddess of Spring, represents both the ‘young girl’ and the formidable Queen of the Underworld. She is vibrant-spirited with an air of youth and association with fertility, while being mature in her approach to pursuing her desires. The Cora dress in NOUSHELLA’s jacquard fabric embodies this with a feminine neckline, pretty prints and bold contrasting colours.
To shop the collection, visit noushella.com
