Getting to Know
the Archetypes: Aphrodite

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. 

Aphrodite, the Goddess of Love and Beauty, embodies a compelling archetype that profoundly influences women’s experiences of love, beauty, sexuality, and sensuality. Linked to doves and swans, symbols of affection and devoted pairings, Aphrodite’s associations extend to flowers, particularly roses exchanged between lovers, as well as delightful scents and fruits such as golden apples and the sensually evocative pomegranates, shared with Persephone. The Aphrodite archetype serves as an intrinsic force within a woman's personality, propelling her to pursue creative and sensual desires. Much like the affectionate doves and the devoted swans, individuals embodying this archetype find inspiration in the beauty of love and are drawn to the romantic symbolism of roses. Aphrodite’s influence encourages women to embrace their sensuality and engage in the exploration of love and beauty, reflecting a commitment to fulfilling their creative and passionate aspirations.

Composed of black and white crepe fabric, the Lovelight dress is a short origami-shaped dress, incorporating a modern reinterpretation of the classic silhouette. Using his expertise as an architect, Creative Director Jalal was inspired by the Khayyam tomb of Houshang Seyhoon, which is intrinsically connected to the rising of the sun. The distinctive shape of the garment introduces a contemporary dimension, marked by structured folds that yield sharp lines and geometric angles. These lines serve as a personification of the rays of sunlight, honouring the individual wearing the dress, presenting them as an extension of these rays of light. Building on the Aphrodite archetype’s association with femininity and grace, the lower part of the skirt features exquisite embroidery. Delicate floral motifs and intricate patterns are meticulously stitched onto the fabric using fine threads in complementary colours. These embroidered shapes not only enhance the dress with depth and visual intrigue but also draw attention to the shoulders, abdomen, and legs to capture the ethereal and alluring essence associated with the Aphrodite archetype.

Works referenced:

Bolen, Jean Shinoda. 2014. Goddesses in Everywoman. San Francisco, CA: Harper Collins.

Author: Keyona Fazli