NOO is a brand of lingerie, homewear, swimwear and ready-to-wear created by women, for women. Elissa and Anaïs, the two founders, work with their team of 40 women to create pieces that play with materials and textures. The collections combine sexy and cool, with meticulous cuts and fabrics. Discover the NOO archives exclusively on Imparfaite
NOO : NOO is the French brand founded in 2014 that reinvents the codes of lingerie, homewear and ready-to-wear. Founded with the desire for women to wear clothes that reflect their personality and uniqueness, NOO stands out for an approach that shatters the boundaries between lingerie, homewear, swimwear and ready-to-wear. We design collections with meticulous cuts and materials, combining assertive style with comfort.
NOO : NOO was born of the meeting in 2014 of Anaïs Laurent and Elissa Regnier-Vigouroux, introduced by a mutual friend who was convinced that their profiles would complement each other to go far! Anaïs was working on a project to create a lingerie brand, while Elissa, a graduate of Audencia in Nantes, had left her job at a media group with the desire to embark on an entrepreneurial adventure. Their seamless collaboration has lasted 10 years. Anaïs brings the artistic vision of the brand while Elissa, with her business-oriented profile, manages the company's financial and marketing strategy.
NOO :
Iconic products, carefully-crafted cuts, strong prints, touches of lurex... All our ranges are sexy and cool. Helping women feel free and beautiful, all the time, everywhere. Over the last 10 years, NOO pieces have created an identity all their own.
NOO : The creative process at NOO begins with the conception of an inspiration board, fed by multiple sources: an attitude, a place, vintage pieces, current and contemporary muses and icons... This universe is enriched and defined by a selection of materials, a palette of colours, emblematic silhouettes and intentions for prints. Filled with this atmosphere, the designers imagine the ranges and sketch the first models in the collection. We then enter the ‘first looks’ phase, where the creations come to life, moving from 2D plans to 3D reality. This is where the idea for the product takes shape, along with the choice of details that give it a unique and timeless character. Finally, our team of model makers comes into play to translate the designers' initial idea into concrete pieces. They ensure that each model adapts to a variety of body shapes, and guarantee the fit and comfort of each creation, while respecting the brand's identity.
NOO : Vintage is a rich and absolutely infinite source of inspiration from which NOO obviously draws its creativity. Whether it's vintage pieces found in thrift shops, photographs, leading artists and designers of the era, or iconic silhouettes from the 60s/70s/80s, NOO loves to reinterpret and create designs that strike just the right balance between modernity, timelessness and sensuality.
NOO : Sexy, wild & free !
NOO : Our entire production chain is based around the Mediterranean basin. Between the NOO team in Marseille, our suppliers (French, Italian, Spanish and Turkish) and our partner workshops in Tunisia and Turkey, we keep transport to a minimum. We choose our factories for their expertise, their transparency and their social and environmental commitments. Our designers visit them every season!
NOO : As well as choosing to base our production chain around the Mediterranean Basin, and offering packaging-free options for our online orders, we source our fabrics mainly from Europe, and re-use dormant stocks as soon as possible. Each season, we increase the number of pieces made from recycled fibres. We also favour natural materials such as Ecovero® viscose for our homewear and ready-to-wear pieces. In 2020, we introduced the NOO FOR THE PLANET charter to define the elements by which we consider that a piece is part of an approach that is conscious of its impact on the environment. For a garment to be labelled NOO FOR THE PLANET, it must meet at least one of the following criteria: fabric from an existing stock, labelled fabric or manufacturing process, French material, minimum 50% GRS recycled fibre.
NOO : NOO has just celebrated its 10th anniversary! A lot has happened since our first lingerie collection in 2014: the arrival of homewear and swimwear in 2016, the first ready-to-wear bodysuits in 2017, which set dancefloors and meeting rooms in France alight (or almost!), the first boutique in 2020, the second in 2023, the launch of our responsible label NOO FOR THE PLANET... Today, we want to go even further. To open new boutiques, to meet our customers. To achieve our objectives in terms of environmental responsibility and inclusiveness. That's why we've just launched our first participative fundraising on LITA.co, the pioneering platform for sustainable and socially responsible investment in Europe. From as little as €100, you can invest in a project that's full of meaning, driven by a passionate team who believe in a world where women can fulfil their potential. Vibrant, free and powerful.
