NOO is a lingerie, homewear, swimwear, and ready-to-wear brand created by women, for women. Elissa and Anaïs, the two founders, and their team of 40 women design pieces that play with materials and textures. The collections combine sexy and cool, with carefully crafted cuts and materials. Discover the NOO archives exclusively on Imparfaite.
NOO : NOO is the French brand founded in 2014, which is reinventing 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 with an approach that breaks the boundaries between lingerie, homewear, swimwear, and ready-to-wear. We design collections with carefully crafted cuts and materials, combining bold style and comfort.
NOO : NOO was born from the meeting in 2014 of Anaïs Laurent and Elissa Regnier-Vigouroux, introduced by a mutual friend, 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 position in 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 a business-oriented profile, manages the financial and marketing strategy of the company.
NOO : Iconic products, neat cuts, bold prints, touches of lurex... Combining sexy and cool, in all our ranges. Helping women feel free and beautiful, anytime, anywhere. For 10 years, NOO pieces have created their own identity.
NOO : The creative process at NOO begins with the design of an inspiration board, nourished by multiple sources: an attitude, a place, vintage pieces, current and contemporary muses and icons… This universe is enriched and defined with a selection of materials, a color palette, iconic silhouettes and print intentions. Imbued with this atmosphere, the stylists imagine the ranges and sketch the first models of the collection. We then enter the "first looks" phase, where the creations come to life, moving from 2D plan to a 3D reality. This is where the idea of the product is clarified 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 stylists' 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 stores, photographs, leading artists and designers of the era, or the iconic silhouettes of the 60s/70s/80s, NOO likes to reinterpret and create models with the right balance between modernity, timelessness and sensuality.
NOO : Sexy, wild & free!
NOO : Our entire production chain is located 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 limit transportation as much as possible. We choose our factories for their expertise, transparency, and social and environmental commitments. Our designers travel there every season!
NOO : In addition to choosing to locate our production line around the Mediterranean basin and offering packaging-free options for our online orders, we source our fabrics primarily from Europe and reuse dormant stocks whenever possible. Each season, we increase the number of pieces made from recycled fibers. We also favor natural materials such as Ecovero® viscose for our homewear and ready-to-wear pieces. In 2020, we implemented the NOO FOR THE PLANET charter to define the elements by which we consider a piece to be part of a conscious approach to its impact on the environment. For a piece to be labeled NOO FOR THE PLANET, it must meet at least one of the following criteria: fabric from an existing stock, labeled fabric or manufacturing process, French material, minimum 50% GRS recycled fibers.
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 dance floors 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 inclusivity. That's why we have just launched our first crowdfunding round on LITA.co, the pioneering platform for sustainable and civic investment in Europe. From €100, you can invest in a meaningful project, led by a passionate team that believes in a world where women can fully flourish. Vibrant, free, and powerful.
