At NOUSHELLA, we seek to create garments that transcend beyond the body, developed from psychological studies and with the use of symbols, arts, history, and different cultures. This allows NOUSHELLA to not only showcase and celebrate external beauty, but also reveal the beauty within the individual. Understanding the profound impact of psychological nuances, NOUSHELLA deliberately embraces archetypal fashion, infusing its design philosophy with elements from Jungian psychology and Greek mythology. This unique approach seeks to forge a figurative connection between fashion and psychology, where Jungian mythical motifs serve as a bridge between ancient narratives and contemporary styles. In the words of Jung, 'Mythical motifs frequently appear, but clothed in modern dress,' highlighting NOUSHELLA’s commitment to weaving psychological depth into the fabric of fashion.
Athena, revered as the Goddess of Wisdom and Crafts, embodies an empowering archetype rooted in the strength of women. Her wisdom, marked by strategic intelligence and practicality, is a guiding force for women seeking balance in their lives. The Athena archetype inspires a silhouette that harmoniously blends masculine and feminine elements, evoking strength and resilience. Modern women can don Athena’s iconic clothing as a personal form of armour, symbolising the potent control and power they possess. This Athenian style stands as a testament to the enduring strength and capabilities inherent in the essence of the archetype.
The highlighted garment in this article is the Summerlily Suit: a scalloped hemmed jacket adorned with crystal embroidery and straight-tailored trousers. Seeking to embody a timeless elegance that is both powerful and feminine, this suit embodies the confidence of Athena. The scalloped edges of the suit jacket mimic the graceful curves found in carpet patterns, adding an unexpected twist to the classic power suit aesthetic. Power lies in the embellished gemstone flower, positioned in a manner that centres the model’s face and character, reminding the viewer that flowers are an emblem of strength and femininity.
Works referenced:
Bolen, Jean Shinoda. 2014. Goddesses in Everywoman. San Francisco, CA: Harper Collins.
Diamond, Jay and Ellen Diamond. 2008. The World of Fashion. New York: Fairchild.
