AUTUMN/WINTER 2012

- A journal On Romance – Issue No. 2

Published

by Noa Noa

Editing, Ar t Direction & Graphic Design

by NOa NOa

This Publication may not be reproduced in whole or in par t

without permission from Noa Noa.

WWW.NOANOA.COM

Don’ t look back ,

look for ward and

beyond !

4

Dress 1-1871-1 Blouse 1-1990-1

5

This issue also takes you up close with our autumn/

winter collection. We take you behind the scenes for

a glimpse into the making of the collection, and our

design team share their styling tips and favourite pieces.

The autumn collection will hit stores from July until

September, while the winter collection arrives in stores

from October, where you will also find all our key

looks for the Christmas party season.

Make sure to check out our brand new website www.

noanoa.com, where you can get up close with every

part of the Noa Noa universe, explore all our concepts

and check out our new season look books and styles.

Welcome to Noa Noa,

Roland Jarlga ard,

Brand Director

MODERNROMANCE

dear reader,

Welcome to the second issue of Noa Noa’s A Journal

on Romance, our creative platform where we explore

all the facets that define not only our brand but also

the Noa Noa woman. This year has seen some exciting

new additions to the Noa Noa lifestyle universe: we’ve

launched the Noa Noa Atelier collection, a sub-label of

premium pieces in modern and beguiling silhouettes.

With a nod to current fashion trends, Atelier acts a

catalyst for new ideas, all of which you can explore on

the pages of this magazine.

We have also taken another big step in completing

the Noa Noa universe by including elements from our

store interiors in a new Noa Noa Décor line. From

textiles to cushions and throws and an array of cups,

candlesticks, trays and sculptures, Décor is an impor-

tant part of our aesthetic. We hope that this addition

to the Noa Noa family will help bring Noa Noa’s soul

into the homes of our customers.

8SOFT FOCUS

12AUTUMN LOOKS

16WARDROBE WIZARD

Who needs a personal shopper

when you have Noa Noa?

20AGE OF INNOCENCE

26HIT L IST

28SHADES OF GREY

30COAT CHECK

Cover up in winter’s most covetable

outerwear, where military precision

meets softly tailored curves.

32SECOND SK IN

34MAKING OF

Contents

Fashions fade

—style is eternal

YVES SAINT LAURENT French fashion designer

(1936–2008)

36

DÉCOR Fill your home with the serene and

welcoming beauty of Noa Noa Décor, our stunning new interiors line that puts a contemporary spin on a bohemian lifestyle.

38

WINTER

47

WELL-HEELED

49

9 DRESSES

50PORTR AIT OF A LADY

54

ATELIER

56BERLIN

57

PRECIOUS METAL

58MONOCHROME MAGIC

60

AFTER HOURSShine in darkly romantic evening looks that will take you effortlessly through the winter

party season.

7

Do not

predict

the

future

—

but

make it possible

ANTOINE DE SAINT-EXUPERYfransk for fatter(1883 – 1971)

8

SOFT FOCUS

Blouse 1-1299-1 Necklace 1-1426-1

Cardigan 1-1555-1 Necklace 1-1423-1 Shirt 1-1297-1 Trousers 1-1321-1

11

Shirt 1-1238-1 Necklace 1-1386-1

12

Bohemian elegance takes centre stage

in the autumn collection, underscored

by vintage-inspired blouses in muted

hues and romantic statement neckla-

ces. Smoulder in billowing chiffon tops

teamed with luxe knits – the perfect

way to do layering on chilly days.

Shirt 1-1217-1 Jumper 1-1635-1 Skirt 1-1350-1 Collar 1-1245-1 Brooch 1-1611-1

13

Blouse 1-1526-1 Blazer 1-1349-1 Trousers 1-1373-1 Scarf 1-1451-1 Boots 1-1636-1

Cardigan 1-1393-1 Trousers 1-1319-1 Belt 1-1487-1 Scarf 1-1395-1 Boots 1-1636-1

Dress 1-1296-1 Jacket 1-1176-1 Belt 1-1609-1 Boots 1-1636-1

Dress 1-1479-1 Coat 1-1186-1 Shawl 1-1481-1 Wellies 1-1595-1

AUTUMNLOOKS

Blouse 1-1342-1 Jacket 1-1531-1 Trousers 1-1319-1 Necklace 1-1522-1 Bracelet 1-1491-1 Boots 1-1324-1

Dress 1-1383-1 Cardigan 1-1287-1 Bracelet 1-1517-1 Boots 1-1326-1

Shirt 1-1297-1 Cardigan 1-1555-1 Trousers 1-1321-1 Earrings 1-1518-1 Boots 1-1636-1

Shirt 1-1217-1 Jacket 1-1693-1 Trousers 1-1321-1 Scarf 1-1244-1 Boots 1-1636-1

15

Top 1-1255-1 Blouse 1-1238-1

Necklace 1-1426-1

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Who needs a personal shopper when you have Noa Noa?

Here, our design team share their take on the perfect

capsule wardrobe and give you a head start on the new

season with three chic and wearable outfits. Styled for

work, parties and weekends, they’re on trend, fuss-free

and ready to wear.

WARDROBE

WIZARD

17

1.

2.

3.

4.

5.

6.

1. Trousers 1-1373-1 2. Wellies 1-1595-1 3. Cardigan 1-1663-1

4. Shirt 1-1297-1 5. Belt 1-1487-1 6. Scarf 1-1451-1

Country chic Kick back on weekends in soft and feminine separates that let you dress down in style.

A pair of comfortable, slouchy trousers make a cool alternative to not-so-glamorous tracksuit

bottoms – team them with a floral chiffon shirt, and snuggle up in a warm oversize cardigan

when the mercury drops. Wellies are must for country walks and garden activities: ours have

been given an update with large silk ribbons, making them both functional and pretty.

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1.

2.

3.

4.

5.

6.

7.

8.

1. Jacket 1-1349-1 2. Top 1-0471-5 3. Earrings 1-1799-1 4. Boots 1-1636-1

5. Trousers 1-1208-1 6. Bag 1-1619-1 7. Belt 1-1487-1 8. Shirt 1-1299-1

Working hours Tweed is back in the trend headlines this autumn, and now is the perfect time to introduce

the classic fabric to your work and city wardrobe. Think tailored elegance rather than Miss

Marple, like this sharp, cropped jacket that’s smart without being too formal. Pair it with a

chiffon top and tapered jeans to bring it right up to date and throw on some short biker

boots for edge and practicality.

19

1.

3.

4.

2.

1. Bracelets 1-1797-1 2. Dress 1-1306-1 3. Necklace 1-1956-1 4. Shoes 1-1988-1

partyPerhaps Baz Luhrmann’s upcoming re-interpretation of The Great Gatsby is giving fashion

jazz age fever, because pretty pearl-encrusted dresses with a 1920s edge are having quite

the moment. This black number with delicate embroidery ticks all the boxes for the perfect

party frock – and what better shoes to go dancing in than twenties-inspired ankle strap

heels that won’t come flying off mid-shimmy?

2020

Blouse 1-1299-1

21

1.

2.

3.

4.

5.

6.

Age of innocence

1. Shirt 1-1238-1 2. Jumper dress 1-1915-1 3. Top 1-1255-1 4. Top 1-0256-8

5. Earrings 1-1518-1 6. Necklace 1-1360-1

Be pale and interesting in delicate cream

lace and intricate eggshell knits.

22

Fashions fade

—style is eternal

YVES SAINT LAURENT French fashion designer

(1936–2008)

23

Scarf 1-1395-1 Jacket 1-1693-1

24

Dress 1-1298-1 Bracelet 1-1278-1 Bracelet 1-1385-1Necklace 1-1520-1

25

Cardigan 1-1478-1Dress 1-1510-1

26

Dress 1-1688-1 Cardigan 1-1663-1 Necklace 1-1474-1 Necklace 1-1516-1

27

1.

2.

3.

4.

5.

6.

Hit listFall in love with this season’s

key pieces, chosen by the

Noa Noa design team.

Wrap up on cold autumn

days in this oversized ribbed

cardigan.

Update your wardrobe

with a pair of softly draped

trousers.

Caramel hues continue

their winning streak. Work

the colour with a chic long

cardigan.

The timeless black Atelier

wool coat gets a statement

update with an embellished

neckline.

Raw finish: take the new

season skinny biker trouser

for a spin.

Cut a beautiful silhouette

in this stunning column

gown from the new Atelier

collection.

1. Cardigan 1-1722-1 2. Trousers 1-1321-1 3. Cardigan 1-1663-1

4. Dress 1-1754-1 5. Trousers 1-1304-1 6. Coat 1-1753-1

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1.

2.

3.

4.

7.

6.

5.

Shades of grey

1. Dress 1-1403-1 2. Trousers 1-1340-1 3. Brooch 1-1781-1 4. Wellies 1-1595-1

5. Blouse 1-1307-1 6. Blouse 1-1546-1 7. Leggings 1-1616-1

Make grey your new go-to staple. Sheer fabrics and

frilly necklines take dove grey and slate to new heights.

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10.

9.

13.

8.

11.

12.

15.

14.

8. Blouse 1-1238-1 9. Scarf 1-1252-1 10. Boot 1-1324-1 11. Earrings 1-1242-1 12. Trousers 1-1303-1

13. Cardigan 1-1477-1 14. Blouse 1-1506-1 15. Tunic 1-1342-1

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2.

4.

3.

5.

1.

COAT CHECK1. Coat 1-1894-1 2. Jacket 1-1179-1 3. Coat 1-1194-1 4. Jacket 1-1186-1 5. Coat 1-1176-1

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Jacket 1-1925-1 Knitted blouse 1-1731-1

Trousers 1-1736-1 Boots 1-1951-1

32

Dress 1-1850-1 Belt 1-1907-1 Shoes 1-1988-1

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4.

1.

2.

5.

3.

7.

6.

Second skin Supple leather lends a tough and timeless edge to feminine wardrobe staples.

Pair with romantic prints and homespun knits for a gorgeous play on texture.

1. Dress 1-1497-1 2. Bag 1-1620-1 3. Blazer 1-1690-1 4. Bracelet 1-1491-1

5. Trousers 1-1691-1 6. Gloves 1-1564-1 7. Clutch 1-1621-1

Blouse 1-1198-1Skirt 1-1294-1Scarf 1-1451-1Belt 1-1487-1Boots 1-1326-1

35

Making ofGo behind the scenes in the making of the Noa Noa autumn/winter 2012

collection, where a beautiful antique Victorian skirt from a flea market

ended up becoming an inspiration for one of this season’s key pieces.

Today, with the birth of fashion reality TV and shows

like Project Runway and The Cut, it seems as if fashion

designers can whip up finished collections in a couple of

days. But in actual reality, the process is a lot longer and

– thankfully – a lot more meticulous. So what really goes

on behind the scenes in the making of a collection, from

initial vision to the clothes that hang on Noa Noa’s store

rails? To put the timeline into perspective,

this season’s offerings – which grace these

pages – were already underway in August

last year. The fashion industry always

suffers from seasonal jet lag: magazine

editors work on the Christmas issue

in the middle of summer, and most

brands sketch collections almost a

year ahead of the time they arrive in

stores.

The point of departure for any

collection is always a fascination

with a theme or an object, how-

ever abstract. It can be a tiny

scrap of material, a painting, a

sculpture or perhaps an ar-

chive piece from an eighties

Noa Noa collection that will

capture the design team’s

imagination and inspire

their creativity. In the case

of the autumn/winter 2012

collection, two major themes

popped up in the first brainstorm-

ing meeting: a nostalgic mood and antique,

ethnic details. And once you have that first gut

feeling, the next phase becomes much more tangible

and exciting. Rather than go straight back to the desk to

start drawing, the design team always go on an educational

‘school trip’. This time, they were hunting for inspirational

pieces such as old buttons and handmade embroidery at

vintage fairs and flea markets in San Francisco, when they

stumbled upon a 100-year-old black skirt with beautiful

strips of lace.

It is sometimes hard to say what it is about a certain

object that feeds your imagination, but that sweeping skirt

became the focal and mood-defining

point for the collection. Who was the

woman who had originally worn it? If

she had been alive today, what would

the rest of her wardrobe have looked

like? Perhaps her great-grandchildren

had found it in an attic and styled it

with modern pieces? These were

just some of the thoughts our design

team had in mind when they next

sat down to sketch the entire col-

lection, after which the patterns

were sent off to our factories while

our buying department sourced

the best fabrics for each style. The

long skirt inspired by the Victo-

rian floor-length piece was pro-

duced in ramie, a natural textile

that resembles linen. Handmade

lace details were added in

cotton, made by a factory that

specializes in lace. But by the

time the samples arrived at

our head office in Denmark in

early December for the first fitting

sessions with our in-house models – an

important stage where we make any adjust-

ments before the final production – the design team

were already thinking and dreaming about next season’s

collection. So what caught their eye for spring/summer

2013? You’ll just have to wait and see.

A thing of beauty: the

100-year-old Victorian skirt

that inspired the collection.

36

37

1.

2.

3.

4.

5.

6.

7.

8.

9.

10.

DécorFill your home with the serene and welcoming beauty of Noa Noa Décor,

our stunning new interiors line that puts a contemporary spin on

a bohemian lifestyle.

Ever since Noa Noa was launched in 1981, we’ve always

strived to embody a warm and relaxed aesthetic that hits

all the high notes of effortless femininity. And anyone who

has been to our stores knows that the shop interiors are

an important and organic part of that philosophy. Tranquil

and inviting, they are filled with unique and romantic vintage

pieces, from one-of-a-kind vases to quirky old bottles and

old pewter trays. And this year, with the launch of Noa Noa

Décor, we’re finally bringing key elements from our store in-

teriors and the Noa Noa lifestyle all the way into your home.

Décor perfectly captures the Noa Noa spirit, referencing

Parisian brocante with the clean beauty of Scandinavian

design. Vintage meets modern in beautiful jacquard cushions

in faded colours and jade green throws printed with ornate

swirls – the perfect bedroom centrepiece. From handmade

candlesticks to divine Christmas decorations, the collection is

dotted with dreamy objects that will infuse your home with

bohemian warmth. Mixing nostalgia and fresh ideas, Décor is

both feminine and tough – with all the romance of the Noa

Noa universe.

1. Carpet 3-0063-1 2. Tray 3-0062-1 3. Cup and Saucer 3-0122-1 4. Vase 3-0099-1 5. Figure 3-0131-1 6. Cover 3-0117-1

7. Box cushion 3-0066-1 8. Hurricane 3-0065-1 9. Vase 3-0051-1 10. Candle holder 3-0057-1

38

Cardigan 1-1752-1Shirt 1-1716-1

39

WINTER

40

Do not predict

the future —

but make it possible

ANTOINE DE SAINT-EXUPERYFrench author

(1883 – 1971)

41

Dress 1-1721-1Necklace 1-1793-1

42

Scarf 1-1451-1Blouse 1-1848-1Skirt 1-1867-1

43

44

Jumper dress 1-1915-1

45

Dress 1-1874-1Cardigan 1-1784-1

46

Ballerinas 1-1983-1

47

1.

2.

4.

5.

6.

7.

3.

Well-heeled

1. Shoe 1-1325-1 2. Boot 1-1636-1 3. Shoe 1-1988-1 4. Boot 1-1326-1 5. Boot 1-1989-1 6. Boot 1-1324-1 7. Boot 1-1951-1

Slip on a pair of dainty ballerinas or join the biker boot brigade

– either way, you’ll be stepping into autumn in style.

9Dress 1-1510-1Jacket 1-1179-1Necklace 1-1405-1Belt 1-1490-1Boots 1-1326-1

49

92.

3.

4.

5.

6.

7.8.

9.

1.

dresses1. 1-1359-1 2. 1-1510-1 3. 1-1361-1 4. 1-1236-1

5. 1-1351-1 6. 1-1293-1 7. 1-1298-1

8. 1-1283-1 9. 1-1296-1

50

PORTRAIT OF A LADY

Fill your Christmas wish list with sumptuous dark

looks in velour and jacquard, inspired by the

opulent Renaissance palette. Mix in the warmth

of wool and leather with dabs of dusty whites

for a heavenly look.

Jumper 1-1745-1

T-shirt 1-0252-7 Dress 1-1929-1 Necklace 1-1956-1 Boots 1-1989-1

Shirt 1-1930-1 Jacket 1-1969-1 Trousers 1-1838-1 Necklace 1-1955-1 Bracelet 1-1797-1 Boots 1-1951-1

Shirt 1-1716-1 T-shirt 1-1309-4 Trousers 1-1732-1 Necklace 1-1802-1 Shoes 1-1988-1

51

Knitted top 1-1731-1 1-1

52

Top 1-0176-9 Shirt 1-1806-1

53

Top 1-1758-1 Jacket 1-1953-1 Skirt 1-1922-1 Brooch 1-1963-1 Bracelet 1-1946-1 Shoes 1-1988-1

Shirt 1-1716-1 Cardigan 1-1722-1 Trousers 1-1737-1 Necklace 1-1956-1 Boots 1-1989-1

Dress 1-1868-1 Scarf 1-1822-1 Necklace 1-1759-1 Bracelet 1-1797-1 Boots 1-1989-1

Dress 1-1847-1 Necklace 1-1955-1 Cardigan 1-1784-1 Shoes 1-1988-1

54

Coat 1-1753-1

55

T-shirt 1-0252-7 Vest 1-1918-1 Cardigan 1-1783-1 Trousers 1-1763-1 Belt 1-1907-1 Ballerinas 1-1983-1

T-shirt 1-0252-7 Blouse 1-1872-1 Leather skirt 1-1787-1 Bracelet 1-1761-1 Ballerinas 1-1983-1

Top 1-1312-4 Top 1-1789-1 Leather trousers 1-1786-1 Blazer 1-1819-1 Ballerinas 1-1983-1

Blouse 1-1755-1 Jacket 1-1913-1 Trousers 1-1736-1 Earrings 1-1760-1 Ballerinas 1-1983-1

Dress 1-1754-1 Bracelet 1-1803-1

T-shirt 1-0252-7 Vest 1-1918-1 Cardigan 1-1783-1 Trousers 1-1763-1 Belt 1-1907-1

ATelierThis season sees the debut of Atelier, Noa Noa’s new premium capsule collection. From the perfect coat to crisp, ankle-

grazing trousers and artisan knits, Atelier is a strong and gorgeous reinterpretation of the bohemian spirit of the Noa Noa

universe and its signature craftsmanship, filled with elegant and contemporary tailoring you’ll love for years to come.

56

Berlin

Andrea Lehwald,

Noa Noa in Berlin-Steglitz.

CULTURE “Take the 100 bus route

from Zoo to Alexanderplatz. You’ll

see several of the city’s most famous

sights along the way. On Tuesdays,

enjoy lunch and a Berlin Philharmonic

concert in the foyer of the Philhar-

monie at 1pm.”

COOL AREAS “The area around

Friedenau is filled with lots of cool

cafes and one-of-a-kind shops.”

FOOD “For Italian, you can’t beat

Trattoria del Corso in Friedenau.

They have the best pizza in town.”

Franziska Kuczmera,

Noa Noa in Bleibtreau.

CULTURE “Make a note to visit

Reichstag, the seat of Germany’s

parliament. During the Cold War, the

building was part of West Berlin, and

the Berlin Wall ran directly behind

Reichstag. For art, check out the

Nationalgalerie.”

COOL AREAS “Kreuzberg – Berlin’s

most multi-cultural city quarter, where

the Orient meets the bourgeois

architecture of the 1800s, and the

streets are buzzing with cool bars and

second-hand shops. Charlottenburg is

also worth a visit to experience

Winterfeldtplatz and

Ludwigkirchplatz.”

FOOD “Café am Neuen See by Char-

lottenburg is gorgeous – not just for

the food, but for the view. Another

great place for eating and dancing is

Clärchens Ballhaus in the former East

Berlin. The venue is quintessential

Berlin and has withstood World War

II and the DDR – and the beautiful

building is still swinging.”

Café am Neuen See

Kreuzberg

Culture, shopping and culinary delights

– Berlin has it all. Here, Noa Noa’s Berlin

store managers share their inside tips for

the perfect weekend getaway.

57

1.

8.

2

4.

7.

6.

5.

3.

PRECIOUS METAL

1. Ring 1-1804-1 2. Necklace 1-1357-1 3. Bracelet 1-1822-1 4. Brooch 1-1424-1 5. Bracelet 1-1281-1

6. Necklace 1-1423-1 7. Hair Brace 1-1901-1 8. Earrings 1-1760-1

Dazzle in heirloom-inspired jewellery or opt for

delicate bead pieces with an antique feel.

58

Shirt 1-1869-1Skirt 1-1740-1

59

1.2.

3.

4. 6.

7.

8. 9. 10.

5.

Monochrome magic

1. Cardigan 1-1777-1 2. Skirt 1-1923-1 3. Shirt 1-1919-1 4. Top 1-1388-3 5. Scarf 1-1902-1 6. Hat 1-1889-1

7. Cardigan 1-1900-1 8. Skirt 1-1807-1 9. Dress 1-1762-1 10. Skirt 1-1867-1

60

Shine in darkly romantic evening looks that will take

you effortlessly through the winter party season.

Top 1-1743-1 Cardigan 1-1900-1 Trousers 1-1927-1 Ballerinas 1-1983-1

Shoe 1-1988-1

Bag 1-1429-1

Top 1-1852-1 Skirt 1-1857-1 Necklace 1-1778-1 Shoes 1-1988-1

AFTER HOURS

61

Top 1-1884-1

Tunic 1-1882-1 Leggings 1-1886-1 Necklace 1-1759-1 Bag 1-1952-1 Shoes 1-1988-1

Dress 1-1850-1Belt 1-1907-1Shoes 1-1988-1

Hair clip 1-1615-1

/Baden

Wür t temberg

+49 177 392 1107

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& Rheinland-P fa lz

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Thank you for now.

We look forward to seeing

you again!

64

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