THE FIRST NOELLE

A NEW ERA

"We’ve entered a new era and a new era needs a new approach," says Noelle Wolf, founder of a brand new eponymous lingerie label. Launched this September to much fanfare, this is a company unlike any other. "Women," Wolf declares, "are leading the key conversations when it comes to items designed for them and will continue to establish themselves in key decision making roles across all industries." This mightn’t sound like the kind of opening statement you’d expect to hear from any other underwear brand, but then nothing about Noelle Wolf or her label is standard. From the minute the philanthropist, producer and former fashion PR decided she wanted to create her own line, she was on a mission to bring something truly game-changing to a generation of women and girls.

THE TRUE FEMALE FORM

It all began with a personal passion for all things lingerie, "I spent years collecting vintage and new lingerie from trips to Florence, Japan and Paris and kept thinking about the subtle, soft power that putting on beautiful, matching lingerie gave me each morning. I really wanted to find a way to engage with other women and impart that feeling to them." With that ethos in mind, Noelle set about starting the brand, all the while keeping her modern customer and their needs at the fore. That included making the decision not to retouch or enhance any of the photos taken for her ad campaign, a choice that is still relatively unheard of in the industry today, "I am about the brain, not the body when it comes to communicating to my woman. I don't want to present her with images of someone wearing my lingerie that has been doctored to look like something else. The female form is beautiful in all its incarnations and my brand has been conceived to celebrate that, not put any pressure on to a woman to say they have to be 'perfect' to wear it."

BUY WELL, BUY LESS

The ‘it’ Wolf is referring to is her debut 60-piece strong collection, exquisitely made with nest silks, lace and embroidery sourced from specialist manufacturers using pioneering bonding and molding techniques. "My favourite pieces are the wave embroidery bandeau bra and thong. I love how the bra fits and looks on," and she credits her attention to quality as a big selling point, "Our company philosophy is 'buy well, buy less'. We design all our products to last." With her first collection, already a hit and an activewear collection set to launch in Autumn 2020, Noelle’s revolution is just getting started. "For me the whole point of putting on great lingerie every morning is giving yourself a subtle power and inner confidence. Whether someone else sees it or not, you know you are wearing it and it becomes the foundation that you build everything else on top of."

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