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A J O U R N A L O N R O M A N C EC O L O P H O N

- A journal On Romance – Issue No. 1

Published 

by Noa Noa

Editing, Ar t Direction & Graphic Design 

by Femmes Régionales

This Publication may not be reproduced in whole or in par t without permission from Noa Noa.

WWW.NOANOA.COM

Don’ t  look back , look for ward and beyond !

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I N T R O

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We hope to spread inspiration and to open the doors even wider to our house. The ambition is to let you in on our stories and make you part of a playful tale of romanticism and creative women.

We have felt the past decade lacks this kind of passion and involvement and we truly hope to be connected with the people for whom we create. The online media will be re-injected along with a strong enforcement of the social medias, events are happening for you and our shops will also be affected by this stronger emphasis on openness.

This, our first issue is here to interpret and visualize both Spring and High Summer. We hope you will find it as real and wholesome as the creation of it.

All the best,

Roland Jarlga ard, Brand Director

What is in your hand right now is not just a journal. It is a testimony of a house full of visions and history named Noa Noa. For thir ty years we have been designing clothes while nursing a lifestyle and today we have more energy than ever. This is why we decided to communicate on an even broader scale with you all. We wish to share the whole philosophy surrounding the Noa Noa brand.

From the very beginning Noa Noa was a choice. A bohemian, strong, feminine way of living. Women took us in as a way of underlining their identity, all the time evoking the idea of something more profound than just buying a piece of fashion. These values have only been strengthened over time. Noa Noa was roughly put as a reaction to the square silhouette of the 1980s; now it is an action. It is a supplement for independent and feminine beings. With this acknowledgement in mind we are excited to take our notion of a universe several steps further.

WELCOME

HOUSETO OUR

dear reader,

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IN THE GARDEN OF EDEN

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PRINT POWER

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THE HERITAGE

OF NOA NOA

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THREE MUSES TALK ROMANCE

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MIRROR MIRROR

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A CONVERSATION

L I S T O F C O N T E N T

Enjoy!

Contents

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BY THE BEACH

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ECLECTIC CR AFT

54

TREASURES FROM THE ARCHIVE

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PALE TALE

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BERRY BLOCKS

59 DUST MUST

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NOA NOA SOCIETY

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GIVE US A CALL

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S P R I N G 2 0 1 2

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TOP 1-0435-1

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IN THE

GARDEN O F E D E N

Photographed

by Signe Vilstrup

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S P R I N G 2 0 1 2

CARDIGAN 1-0812-1

PANTS 1-0379-1

HAT 1-0625-1

NECKLACE 1-0586-1

ROSE 1-0727-1

DRESS 1-0364-1

CARDIGAN 1-0694-1

SCARF 1-0776-1

BRACELET 1-0408-1

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TUNIC 1-0572-1

SCARF 1-0743-1

BRACELET 1-0386-1

BRACELET 1-0402-1

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DRESS 1-0394-1

BELT 1-0716-1

ROSE 1-0727-1

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There is only one happiness

in life—

to love and be loved.

GEORGE SAND French romantic writer

(1804-1876)CAPE 1-0696-1

BRACELET 1-0442-1

RINGS 1-0733-1

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Left :CARDIGAN 1-0705-1

SCARF 1-0779-1

FLOWER 1-0485-1

BRACELET 1-0740-1

Right:TUNIC 1-0572-1

SCARF 1-0743-1

BRACELET 1-0386-1

BRACELET 1-0402-1

PULLOVER 1-0699-1

PANTS 1-0440-1

BRACELET 1-0581-1

ROSE 1-0727-1

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1. SWIMWEAR 1-1077-1 2. TROUSERS 1-0488-1 3. DRESS 1-0487-1 4. BAG 1-1141-1

5. DRESS 1-0940-1 6. DRESS 1-0452-1 7. TOP 1-0871-1 8. SANDALS 1-1106-1

print Power

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S P R I N G S U M M E R S T Y L E S

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a focused drive for developing something where both the hip and the mature can find what they look for in the brand collections.

From the beginning the two owners knew their purpose. There was never any doubt who was going to do what. Harald Holstein, originally qualified as a potter and his brother Lars Holstein, trained as a shipping man, each had their own fields to handle. For many years Harald was responsible for the crea-tive parts and Lars, the managing director, had the daily responsibility of keeping up a good business.

In 2007 this structure changed. The Holstein brothers decided to bring new talent to the organi-zation to further develop Noa Noa. Consequently, they sold the company and let go of their influential parts. As for changes, this has luckily not affected the core philosophy and original thoughts of creating

feminine pieces for individual women all over the world. It was never the brand's intention to create revolutions. More so it was and still is a matter of looking at women. Their shape, their affinities, their contrasts and independency. In the words of brand director Roland Jarlgaard: "The continuity of Noa Noa's core value has led to a certainty in the overall design. Noa Noa is up to date, but in its own beat."

The Noa Noa fashion is a tribute to freedom and women. This comes without a ghastly choir-ish praise. The truth is that the philosophy of Noa Noa is simplicity and grandeur at the same time. And the way to get there is to look back in order to look forward.

T H E S T O R Y

The heritage

of Noa NoaWords by Tüxen

The notorious early 1980s; the talk was money, the body was fit, the shoulders were broad and square. Not Balmain-esque. Just square. It was the state of mind and body to be frying in the sun and the yuppie prototype was about to burst out as a prime member of the upper middle class.

During this specific time frame two Danish brothers, Harald and Lars Holstein, founded an alternative to the uniform and somewhat masculine fashion of the time. Noa Noa's first shop saw the day of light in 1981. From the very beginning Noa Noa was an innate strive for creating a brand that did not blindly succumb to the dictations of a sea-sonal fashion.

The expression of the two brothers’ first col-lection was a relaxed bohemian style and this dogma still forms the basis of all Noa Noa collections.

In the ear ly eight ies two brothers had a v is ion of a woman. A feminine , s trong creature with both whimsical dreams and a sol id connection to the ground. This perpetual v is ion has been shaped and developed ever s ince . Welcome to a rapid walk through a 30 year- long, fashion his tor y cal led Noa Noa .

The name has its roots in the notion of a unique understanding of femininity. If we turn our heads even further back to the 1890s France, the artist Paul Gauguin wrote a memorable travel journal which he named Noa Noa. The attraction to the sensuality of Tahitian women, their perfumes, colours, moves - everything about them had a no- table impact on Gauguin's work. Noa Noa, in return, continues to find inspiration in his work.

Since the before mentioned start in 1981 the world's fashion scene has naturally been cycled and renewed in many directions. Although sticking to their beliefs of style before trends, the tone of the Noa Noa collections have changed. It is a lifestyle brand, inspired by nature. Sometimes more earthy than floaty. Sometimes more calm than volcano-esque. And these past years the motor has had

“The name has its roots in the notion

of a unique understanding of femininity.”

— Noa Noa History

FROM THE VERY BEGINNING the sculptures of women have been the important par t the of decor in all Noa Noa shops. The female silhouettes of iron and fresco underline the epitome of the Noa Noa philosophy. As the seasons change the women remain.

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O U R M U S E S

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JUL IE REUMERT, Oper a S inger ba sed in New Yor k .

Was it in the cards to do what you do?

"Ever since I can remember, I have been singing and using my voice expressively. When I was 9 years old, I went to the Christmas Oratorio composed by Bach. It has a big orchestra, a boys choir, and soloists. The soprano that night was wearing a long white dress. The moment she began singing, I knew that this was what I was meant to do. Everything just fell into place. I have never stepped away from this path since." Where do you wish to go from here?

"I will graduate this summer from Manhattan School of Music in New York and I hope I can continue singing and working as a singer. I don't really know where I wish to go from here. And I want to keep

To sur render to the or iginal notion of muses is s l ight ly odd. The idea of the goddess who inspires the creat ion of l i tera-ture and the ar ts sounds rather celes t ia l to a modern ear. St i l l , there are women on this ear th who prevai l on leaving an inspirat ional impression. Women of charac ter who dare to ac t , to s l ide , to search. We chose three char ismatic per-sonas that l ive and love l i fe . Here they cared to share their modern take on l iv ing romance.

talk RomanceThree Muses

Words by Tüxen – Photographed by Anne-Mie Dreves & Sacha Maric

Julie Reumert

is an Opera Singer based in New York.

She was born and raised on Danish soil.

Julie is 27 years old.

it like that. I have always lived not knowing what would be around the next corner. That doesn't mean I don't wish for anything, but I don't ex-pect anything. Living like this sets me free and at the same time gives me the space I need for development." What is your most romantic experience?

"When I was on my first date with my boyfriend, he suddenly asked me if I wanted to dance. There was no music and we were sitting in a beautiful restau-rant called The Modern. He just took my hand and there we were, dancing in the middle of the restau-rant. It was so unexpected. He kissed me for the first time during that dance and I was simply floating. He can still make me float." Turn page for a continuation.

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What love movie do you like?

"There are two movies I can always watch. One is "First Knight." It fascinates me how love can forgive and overrule everything. The other is "Legends of the Fall." I think it's one of the best love stories ever told. I know it word for word and it always makes me cry." What is the most romantic spot you know?

"I have a favorite spot in Copenhagen called The Gefion Fountain. A large group of animal figures is being driven by the legendary Norse goddess, Gefion. It is located in Langelinie Park next to Kas-tellet, and is used as a wishing well. I often go there to think when I'm in Denmark. I love its brutality and the sounds that the water makes. It's magical." Do you often say I LOVE YOU?

"I say it everyday."

Do you believe in eternity and the one and

only?

"Yes I do. I think many things in my life have been trying to prove me wrong and I have had my doubts, but I believe. And I hope I will never stop believing." What is the most romantic song you know?

"Si mi chiamano Mimi" from La Bohème." Do you remember your first love?

"Yes. I was so much in love that I couldn't sleep.

O U R M U S E S

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What is your most romantic experience?

"The morning we called the family from St. Anton in Austria, and over the phone informed my husband's wonderful grandparents about his proposal."

What love movie do you like and why?

”Pretty Woman because it is a happy and funny love story with plenty of great actors. The humour in this love story makes it so special."

What is the most romantic spot you know?

"The wild garden and beach around our summer-house on Samsø (Danish island, red.)"

Do you often say I LOVE YOU?

"Not enough, but I'm working on it."

Do you believe in eternity and the one

and only?

"No, i don't but I hope it is the truth."

What is the most romantic song you know?

"Michael Bolton with Said I loved You… But I lied.”

Do You remember your first love?

"Yes."

Emilie Guldbrandsen

is Assistant Fashion Editor at Cover Magazine.

She lives in Vesterbro in Copenhagen

and holds 23 years.

Was it in the cards to do what you do?

"Honestly, I guess it really wasn’t. I believe you end up where you’re supposed to. And it happens for a reason and because you’re good at doing what you do."

Where do you wish to go from here?

"Wherever someone wishes to take me."

What is your most romantic experience?

"I once saw a Prince concert with a person who is really special to me. It was outside in the summer-time, there were purple lights all over and Prince was singing Controversy and all of a sudden the sky opened above us with a cloud burst. We were dancing and kissing, soaked in the heavy rain, purple lights around us and Prince was up there playing - it was beyond words."

Was it in the cards to do what you do?

"Yes and no. It is no secret that food, wine, music and guests always have been important to me. Even so, to choose it is a full-time profession came very late. It was actually a little bit of a surprise."

Where do you wish to go from here?

"Further. Just with much more time for holidays around the world with my husband."

What love movie do you like?

"I know this answer may be too obvious but True Romance by Tarantino. If that’s not romance, I don’t know what romance is."

What is the most romantic spot you know?

"I don’t believe in places being romantic. I believe in romance between two people regardless of the surroundings. However, the floor always seems to add a little something to the romance."

Do you often say I LOVE YOU?

"Too often. Actually, I think a few too many times every day. Still, whenever I say it and really mean it, the person will know."

Do you believe in eternity and the one and

only?

"YES, I do! But I also believe that you’re not always on the same level, under the same circumstances or even on the same continent to truly fulfill this."

What is the most romantic song you know?

"There are too many. To me there is a difference between romantic songs and songs you should listen to in an actual romantic situation. For the romantic situation part, I would definitely go with R.Kelly's Sex Weed; the reason for this is obvious. And to list a perfectly written love song; The Big Pink's Velvet is simply a beautiful love song. Not a big fan of The Big Pink but they nailed it with this one. And Nick Cave's Into My Arms. Oooh oh oh."

Do You remember your first love?

"I will never forget it. I was so young and so in love."EMILIE GULDBRANDSEN, Assistant Fashion Editor at Cover Magazine.

“ I believe in romance between

two people regardless of the

surroundings.”

— Emilie Guldbrandsen

BETINA PREHN, Creative Director and owner of Restaurant Piil & Co.

Betina Prehn

is Creative Director and owner of Restaurant

Piil & Co. She lives in Klampenborg, on the north side

of Copenhagen and is 46 years.

A C C E S S O R I E S

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WHITE BROOCH 1-1059-1

YELLOW BROOCH 1-0485-1

BLACK BROOCH 1-0850-1

Mirror

MirrorPhotographed by Sacha Maric – Art Direction by Femmes Régionales

A C C E S S O R I E S

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HAIR PINS 1-0851-1

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BRACELET 1-0442-1

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A conversation

Truth be told; fashion can be cold and hard to capture . The moment you declare a tendency in fashion is the moment i t s tar ts to go out of fashion. In the house of Noa Noa the ambit ion was never to cla im the new, ins tead, i t was and s t i l l is a free , creat ive and feminine playground. Why is that? What is the essence of a feminine, romantic woman? Where is this allgoing? Four ladies from the design team and one brand direc tor sat down to debate a l ine of poignant ques t ions .

Answers by:

Lene Carlsson,

Roland Jarlgaard,

Helene Nørgaard,

Pernille Lauring

& Gerda

Skovgaard.

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Words by Tüxen – Photographed by Sacha Maric

Art Direction Femmes Régionales

T H E I N T E R V I E W

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How come Noa Noa is defined so much more

through lifestyle than fashion?

LENE: It is kind of a tough question. The brand was born from an aesthetic attitude and an understanding of history. The details and the refinement were al-ways important parameters. I believe that when Noa Noa was founded in the early 1980s it was a reaction against the square silhouettes of the time. Noa Noa became a choice, a path of its own. Then and now it is always about women daring to dress like women.

HELENE: Also, the vintage feel has always been significant and part of the heritage and right now vintage and retro is in fashion. In general there is

something strong about a woman who is showing her femininity. I find she dares to be a woman. The inspi-rations these women see here are notable on every level, right down to the furnishing of our canteen; We always have white flowers, lots of candles and the same unique lamps in every single room. The atmosphere permeates our whole organization and sets the mode for a creative playground.

ROLAND: I think of it as a lifestyle because of the romantic element and the need for expressing everything through feminine values. No matter what time or age, culture or anything, Noa Noa was never only a matter of how to dress. The decor of our shops also reflect this complete identity. Harald

(founder, red.) layed the bricks for a whole philosophy.

GERDA: The values of Noa Noa were always very differ-ent from the yuppie movement dominating the early 1980s. Also today the seasonal fashion often shows a more raw, cool woman, where you can hardly tell the difference between some brands. That is definitely a strength.

PERNILLE: The Noa Noa universe actually unfolds as enormous with endless pos-sibilities. Even so, nowadays we follow fashion trends to a higher degree. However, it is of course an obligation to translate the selected trends to our specific wold.

ROLAND JARLGAARD, Brand Director.Roland began his journey with Noa Noa a year ago. His education is within design and he has an MBA. For 22 years he has worked in the business, counting experience from his years as a designer, creative director, and head of design. The urge to be able to create over and over again brought him to Noa Noa where he has star ted to lead the way for new directions.

GERDA SKOVGAARD, DesignerGerda is quite new in the house as she star ted working here August 2011. She graduated from Kolding School of Design and also studied at Central St. Mar tins.

what does this femininity involve?

LENE: For one the Noa Noa silhouette is very feminine.

PERNILLE: I agree. Still, we see a greater need for contrasting the softness now. Women make more clashes and are more willing to tone the feminine expression up and down.

ROLAND: Since we are celebrating our 30th an-niversary we have been looking back and noted how things have changed over the decades. Just flicking through the old catalogues remind us that nothing stays the same.

LENE: The 1980s was dominated by this 'one size fits all' mantra and there was indeed power in the colours.

PERNILLE: And an overload of layers.

ROLAND: In the end of the 1990s the nostalgic way of grasping entered. The change of times never affected the feminine outlook for Noa Noa. The house always kept imagining and shaping with fabulous women in mind.

and what lies in the dogma of bohemian

living and romance? Do you consider Noa

Noa a niche brand?

ROLAND: It is a non conventional way of living, you relate to things with a free spirit. To this company it means you can choose a direction against the main-stream culture, whether this way is relaxed, casual or something else.

GERDA: I think of it as an understanding of the fact that you get your inspiration from all kinds of places in the world, all periods of time and eventually blend it all into your own story.

HELENE: Breaking the convention is not just a ques-tion of being niche or black. We never exclude any-one, we try to include. Being a niche brand would often call for an odd or unaccessible nature. We choose a different form, it is open and embracing, this is our niche.

GERDA: I think bohemian and niche go hand in hand. This reveals when you dig into our world. You will have to scratch a little on the surface. Many customers are very specific and true in their way of wearing Noa Noa; this, I believe, is very rare. Turn page for a continuation.

PERNILLE LAURING, DesignerPernille came to Noa Noa in 2007. She graduated in 2004 from Margrethe Skolen and star ted working for Day Birger et Mikkelsen. The complete and detailed universe of Noa Noa made her turn this way. Here she found a possibility to create something both feminine and strong and it still gives her a lot of pleasure to use creativity to make other people happy.

T H E I N T E RV I EW

“. . . nothing. . stays the same.”

— Roland Jarlgaard

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LENE: There will always be room for romance and I truly have a feeling that our customers seek ro-mance and something that lasts.

PERNILLE: In these days of unisex, I think it is im-portant to let women express themselves through clothes. Dreamy, niche or not.

Why bother about fashion?

LENE: We all need to express ourselves, also through the way we dress.

HELENE: Even the people claiming to be anti fashion are doing so. What you wear is the first thing you register about another person, I think it is a state-ment no matter what. Fashion is always a reaction to something going on in the world. Within this house we are less affected by the trends but we are still part of the currents.

ROLAND: Every human says something about him- or herself with their daily uniform. Some are lazy, but then that is what they say. You send out signals of be-longing to some sort of tribe, again it is a question of lifestyle. I do not believe in individual fashion, instead I see people choose directions; you have certain beliefs and you follow them in all facets of life.

What is your direction?

ROLAND: There is a conceptual strategy going on and we expect to grow in the future. On an iden-tity level we experience a need to look back to where we come from and keep on using this knowledge for new aspirations within our phi-losophy. People seem to be asking for purity, sustainability and his-tory. We are eager to meet these needs, to create new plots.

PERNILLE: We have taken Décor (red. Home Collection) under our hat which underlines the thought of a whole lifestyle.

HELENE: Also, ethical values have more focus now and we put more and more attention on this.

LENE: The Noa Noa woman is a woman of core values, yet with creative affinities. She is very human and culturally curious. We basically want to embrace her on all levels.

LENE CARLSSON, DesignerLene has been with Noa Noa for six years. In 1999 she graduated from the Royal Danish Design School. Prior to Noa Noa she worked for Day and Munthe plus Simonsen. The change and the dynamic par ts of the design process fascinates Lene who found a rare kind of creative playground in Noa Noa. Here, she feels at home.

HELENE NØRGAARD, Accessory DesignerHelene came to Noa Noa in August 2008. She is a Royal Danish Design graduate and has an exam Art Intermediate degree in Ethnography. She knew right away that Noa Noa was the place for her. As soon as the day of her job inter-view she found a team of humorous, chilled people that she wanted to know better. She enjoys imagining what kind

of clothes people wish to express themselves in.

T H E I N T E RV I E W

THEBEACH

Photographed

by Signe Vilstrup

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BY

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CARDIGAN 1-1127-1

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TUNIC 1-0874-1

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OUR MEMORIES

OF THE OCEAN WILL LINGER

ON LONG AFTER OUR FOOT-

PRINTS IN THE SAND ARE

GONE.

Quote by Mr. Anonymous

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4. SKIRT 1-0881-1 5. SKIRT 1-0881-1 6. SANDALS 1-1168-1

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Eclectic Craft

6.

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G O L D E N C L A S S I C S

Treasures From The arch ve

We’ve had a look inside our wardrobes , and found a few special pieces from the pas t . Some things get bet ter by age . In this s tor y we shal l focus on detai led , classic s ty les from previous Noa Noa collec t ions . We have been digging out the gold .

Portraits by Sacha Maric

"This piece is made of cashmere, silk and lace. It is beautifully manufactured and has a super fragile and exclusive look. The top has survived in my wardrobe season after season and honestly, not many do. I wear it during the summer when I am tanned and

Mari e-Louise,

Visual Merchandising Manager, puts on display

her soft top. It is from Summer 2004.

then I wrap it gently in silk paper to let it spend the winter in my special drawer. It looks great with any low waist, long layered skir t and a pair of metallic sandals. Or with straight legged jeans and heels."

Turn page for a continuation.

56 57

"I love the femininity, the silhouette and the delicate details. I also love when things have a story and the inspiration for this dress was found at a flea market in New York. Whenever I wear it I kind of travel back in time to the 50s. A cardigan and a pair of ballerinas is my pre-ferred styling. But also sneakers or mens shoes look great together with it. The dress tells a story in itself, thus I try not to spoil it with adding too many distractions. It really is a keeper."

Julie,

DESIGN CO-ORDINATOR, has chosen

a beloved dress called Contrast Embroidery.

It is from Spring 2006.

G O L D E N C L A S S I C S

"I love this dress because it makes me think of the glamorous days of the 1920s. The time of Gatsby, so full of new fashion and accessories. The dress has a very feminine note and I have worn it at several par-ties, no doubt due to the fact that I can dance and kick my legs real high in the light, loose cut."

Lisbeth,

GRAPHIC DESIGNER, has found

a dress dear to her in the closet. It is from

Autumn 2005

1. CARDIGAN 1-0987-1 2. CARDIGAN 1-0717-1 3. CARDIGAN 1-0694-1

4. TROUSERS 1-0440-1 5. DRESS 1-0997-1 6. TROUSERS 1-0554-1 7. KNIT 1-0699-1

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Pale Tale

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Berry Blocks

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S O C I E T Y

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We would real ly l ike to keep you involved in everything

that’s going on in our house .

By joining the society we’l l make sure to keep you

up to date with everything and anything regarding latest news,

events, discounts, and those special things.

SIGN IN ONLINEOR VISIT A STORE CLOSE TO YOU

TO JOIN THE FESTIVITIES!

WWW.NOANOA.COM

NOA NOA society

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B O U T I Q U E S

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G O O D B Y E

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