Noa Noa

divine, airy, dreamy ...

I am totally enchanted by the NoaNoa website design, its summer looks, the aesthetics it represents and everything (well, I haven't seen its price tags yet). The flash-only website doesn't allow me to download any picture. By visiting NoaNoa website by yourself, you will know what I mean. Check out their look book and high summer line presentation.

NoaNoa is a brand for women and girls with NoaNoa miniature for little girls. Similar to Cinnamon Girl, Noanoa design for mother and daughter, but it does not promote the "uniform" concept. If Cinnamon Girl of Honolulu is overly feminine and floral, NoaNoa has the right mix of femininity and masculinity, catalyzing into a well-balanced creation. For example, it balances solid color with prints; pants are as thoughtfully designed as dresses.

The company is headquartered in New Zealand, though it started from Denmark and sells mostly in Europe and Canada. I wish one day it will come to the USA. For some reasons (trade barrier or market strategy, I could only guess), some good European brands stop at Canada and never step onto the vast consumer kingdom of the USA. For example, another Danish brand Vero Moda is all the rage in China and it is not in the USA.

I love the way NoaNoa dresses a woman. Its models wearing flat shoes says a lot about the brand. It's women-centric, not distorting any part of the natural human body to please men. Or we could say, NoaNoa has a different beauty ideal than the mainstream American overly sexual and highly commercialized women image.

NoaNoa women celebrate their womenhood in comfortable clothes. Unlike the current above-the-knee hemline trend, NoaNoa has varied hem lengths. The neckline and shoulder area are elegantly exposed (and covered). I especially love the harem trousers. Must be super comfortable and easy to move in that you don't need to pay attention not to showing any body parts undesirable for the public to view. The silhouette is not all that dangerously curvy, returning modesty to women.

When the runway designs as well as mainstream merchandise sculpt women into beauty queens, NoaNoa is a fresh breeze that releases women from high expectations of looking "perfect" and revives women in its naturally beautiful form. Maybe I am getting older and feeling distanced from the contemporary American women's clothing. This New Zealand brand appeals to my sense of beauty and balance.