“Fun”, “colourful” and “eccentric” are just a few words used, by the creative design duo Nova and Jeff, to describe the current AW12 Nova Chiu collection and with such a vibrant display of colours and textures on show, we can hardly disagree.
During our meeting with the pair at their buzzing South London studio, it was apparent that these three words formed the fundamental aspects of the Nova Chiu design aesthetic, with new themes and ideas filtering through each new collection. SS13 is already being planned with a new look set to be unveiled, this time moving on from the frivolity of previous collections into a more elegant age. “That is not to say that the founding principles will be ignored” exclaims Nova excitedly. “We are looking for a more sophisticated look for next season. Everyone wants to look pretty in spring”. Although the actual designs for next season are safely hidden, away from prying eyes, we can definitely expect something fresh and new from the brand.
It is an exciting world that Nova and Jeff belong to, having interned in London and New York, being named ‘Ones to Watch’ by Vauxhall Fashion Scout and seeing their collections featured in magazines across the globe, their lives encompass a world where anything is possible. Jeff and Nova both met whilst interning at Anna Sui, having completed internships at Matthew Williamson and Betsey Johnson and as time moved on, it became more apparent that they shared the same artistic vision. In 2011 Nova and Jeff joined forces and the rest, as they say, is history.
In typical MSL fashion, the topic of a treasured garment was not lurking too far beneath the surface and Nova Chiu delighted us with her adorable pink ostrich cardigan. It is a garment that has seen Nova through many difficult periods in her life along with many happy ones, and there are countless memories interwoven between the yarn.
Nova Chiu is a brand that demands your full attention and more. The fun, care-free aesthetics of the brand conjure up a fatal attraction to cuteness that will melt even the most steely of hearts. In the words of Vauxhall Fashion Scout, Nova Chiu is one to watch.