Noema is the Ireland-based, Mallorca-inspired ready-to-wear label to have on your radar. Founded by Noema Damaris, she first established a career as an aerospace engineer, and continued in academia to the level of PhD, but deep down there was a creative, and like with many, when the pandemic hit it was an opportunity to explore this artistic side. After making pieces for herself and her home, Noema’s friends soon wanted in on the action, and her label took off from there. Think maxi dresses crafted from linen and organic silk, classic shirts, bamboo silk blouses, high-rise trousers, and timeless skirts – all of which you’ll want to wear when the sun shines.
We caught up with Neoma to discuss her eponymous lifestyle label.
Tell us how you made your way from a career as aerospace engineer into the fashion world?
Originally, I studied to be an aerospace engineer, and continued in academia to the level of PhD where I studied the culture of the engineering profession and how it interacted with gender. The results were very interesting, and from there, I wanted to continue with a post-doctorate, then a career in academia.
When the pandemic hit in 2020, my career path took an unexpected turn and during this time, I began to design my own homeware and clothing for myself and my home. I showed my pieces to my friends and neighbours, and to my surprise, they really liked them, and asked me to create similar pieces for them. Soon my friends enquired and ordered my designs for their Christmas presents. I was shocked, to be honest, but they loved the high-quality fabrics I used to create the designs. They then encouraged me to sell my products online, and that was how Noema was started.
How would you describe the look of Noema?
Simplicity. The return of simplicity in how we dress and live, is the inspiration of Noema, a sustainable brand defined by a modern and laid-back design, expressed in an effortless, timeless, smart wardrobe and reliable living essentials with a taste of Mallorca.
Who is your customer?
Our customers are women aged between 28 and 55, leading their lives through their occupations and/or family responsibilities. Our customers have strong values like loyalty, kindness, honesty, commitment and compassion. They are conscious of the environment, which makes them live a responsible lifestyle. They are fashion-conscious women who believe in quality versus quantity and appreciate natural fabrics.
In summary, we offer simplicity, beauty, comfort, femininity, effortless living and sustainability via our pieces. We transport our customers to a calm, effortless, beautiful place with timeless designed that offers quality craftsmanship. We take the ‘less-is-more’ approach to everyday living.
What are the foundations of your brand?
Sustainability, high-quality fabrics and timeless pieces. One of the perceptions that eco-friendly fashion is outdated and expensive comes from the lack of information to identify ethical fashion brands. However, as the founder of a sustainable brand, I find it challenging to change people’s consumption habits. To further grow our sustainable brand in the market, we use social media platforms to inform our customers about our core values, such as eco-friendly, ethical and local production, recycled fabrics, vegan fabrics, and no waste while offering attractive styles. As a sustainable brand, we encourage consumers to slow down their closets and to purchase responsibly. We believe in quality versus quantity, high-quality and timeless pieces that can be worn year after year.
What is inspiring the collection for next year?
Mallorca’s landscape is the inspiration for our new Spring/Summer ‘24 collection. The colours of the sea and skyline, the flower blooms, the pattern of leaves, and the whiteness of the sand are examples of mood colours. The calmness of the sea, the subtle wind on the skin, and the fresh smell of being close to the sea inspire the lifestyle our clothes transmit. Nature’s essence and superior aesthetics tell us everything we need to know. A message embedded with beauty at its purest using the simplest touches of the colour nature offers. The colours of our canvas for the following season, highlights the essence of a calm lifestyle and nature. We trust nature and its colour combinations, letting beauty be in its purest form.
Noema is known for its sustainable approach to fashion, tell us about the production process?
All the pieces are handcrafted in Ireland with natural fabrics like Irish linen, Irish wool and organic bamboo silk at heart. During the production process, an internal quality control system is applied to ensure that the end products that reach all customers are according to high-standard guidelines. The core beliefs are that we are part of a connected ecosystem extending beyond Mallorca and Ireland’s beautiful coastline. The aim is not only to add effortless style to your life but to be a guardian for the planet we live on.
The brand strives to ensure that every resource used prioritises sustainable practices. Therefore, production is local and transparent across all aspects. Furthermore, each piece is made by hand, helping to reduce waste, increase efficiency and protect natural resources so that the welfare of people, animals and the environment is a top priority. On every level, the label seeks to take care of our planet so our customers can feel proud of every product they take home.
What’s your go-to Noema piece for this summer?
My favourite piece is the Nerissa Blouse and have produced this blouse in four colours: white, yellow, purple and recently black. The voluminous balloon sleeves and wrap-over bodice create a beautiful, flattering figure. I wear these pieces from morning to evening, feeling beautifully dressed and comfortable. It is an effortless piece which makes me feel smart-dressed.
Visit noema.ie to discover more.
Images courtesy of Noema
