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Welcome to NOUSHELLA

NOUSHELLA, a luxury fashion brand for women, is the brainchild of its founder, Noush Navazani. 

 

Noush’s experience as a trained psychologist, together with her work within London’s fashion industry opened her eyes to the pressing need to raise awareness surrounding mental health challenges. Her profound understanding of the positive impact that mental outlook can exert on individuals, regardless of their psychological archetype, fuelled the inception of NOUSHELLA.

 

With this in mind, Noush and Creative Director Jalal Mashhadi Fard embarked on a mission to establish a brand that authentically represents the seven female archetypes prevalent in contemporary society. These archetypes, derived from Greek mythology and elucidated by renowned psychologist Carl Jung, became the foundational elements shaping the brand’s ethos.

In the heart of Noushella lies a deep reverence for the craft and materials.

Noush describes her approach to addressing the challenges: 

 

“The most important thing in treatment is when people start to have self-awareness. This is the first step in the therapy. I believe this is the most important thing to prevent any problems, for example an issue with body image, or with eating disorders. As psychologists, our primary focus involves grasping the strengths and weaknesses of the individual, which lays the groundwork for our professional contributions. This is something that has really been missing in the fashion industry, and the seven archetypes give us the perfect starting point for our design approach”. 

In the heart of NOUSHELLA lies a deep reverence for craft and materials.

In weaving together mental health considerations and design aesthetics, Noush and Jalal derive inspiration from diverse narratives, folklore, and mythology. Their creative process transcends geographical boundaries, crafting pieces that resonate universally through the symbolic representation of the seven archetypes.

 

Rooted in the conviction that mental health awareness is integral to well-being, NOUSHELLA aspires to convey the profound beauty and comfort of embracing one's identity. Through the medium of fashion, the brand seeks to articulate emotions that transcend linguistic limitations, fostering a shared understanding of the nuanced journey towards self-acceptance.