At Nooki, we believe fashion should be about more than just looking good—it’s about feeling good too. Our ethos has always been simple yet powerful: designed by women, for women. This commitment...
Designed by Women, for Women – The Nooki Design Ethos
At Nooki, we believe fashion should be about more than just looking good—it’s about feeling good too. Our ethos has always been simple yet powerful: designed by women, for women. This commitment is at the heart of everything we do, from the styles we create to the way we run our business.
In a world dominated by fast fashion and fleeting trends, we take pride in focusing on timeless style rather than high fashion. Our collections are designed for real women who want to look glamorous without sacrificing comfort. Whether it's a relaxed Sunday brunch or a sophisticated evening out, our pieces blend effortless elegance with wearability.
We understand that women don’t want to feel restricted by their clothes—they want to move freely while still looking chic. That’s why our designs emphasise comfort while staying undeniably fabulous. Think flowing skirts, luxe knitwear, and statement dresses that make you feel confident all day long.
One of our signature details - and something we know you’ll love - is that many of our dresses have pockets. It may seem like a small touch, but we know how often this feature is overlooked in women’s fashion. At Nooki, we recognize that functionality is just as important as style. Whether it’s a casual day dress or a luxe evening number, having pockets makes life easier (and who doesn’t love that?).
At Nooki, we believe that comfort and glamour should go hand in hand. We’ve all been there—the beautiful dress that you can’t wait to take off after an hour because it’s just too uncomfortable. Our collections are designed with fabrics and fits that feel luxurious yet practical, so you can look amazing without sacrificing comfort.
Our Luxe Casual line is the perfect embodiment of this. From soft velvet blouses like the Ava Velvet Blouse to slouchy, on-trend cargo pants like the Tori Trousers, our pieces are built to let you move freely while still exuding a touch of glamour. Pair them with heels for an evening out, or keep it relaxed with trainers for daywear—the choice is yours.
Nooki was launched over 10 years ago by two amazing women, Cat and Thuy, who were passionate about creating clothing that made women feel empowered, confident, and beautiful. They’ve poured their hearts into building a brand that speaks to real women, listening closely to customer feedback and evolving with their needs. From independent boutiques across the UK to our online presence, every piece we make is designed with you in mind.
Being an independent fashion brand means we have the freedom to create unique designs and maintain the quality we are known for. Cat and Thuy’s vision continues to inspire our collections, ensuring that Nooki is a brand that women can rely on.
I’m Natasha, the Head of Brand at Nooki, and like so many of you, I’ve been an advocate of the brand for years. What I love about Nooki is how it champions women—whether that’s through design or in the way we operate. We are a team of women creating for women, and we know firsthand what you need from your wardrobe. We’re here to make sure every piece you wear makes you feel fabulous, because that’s what fashion should do.
While our collections are available online, we are proud to support independent boutiques across the UK. It’s important to us to keep that personal touch, and our relationships with local boutiques help us stay connected to our customers on a more intimate level. We love seeing women across the country wearing Nooki, and we are grateful for the support from all the small businesses who stock our range.
At Nooki, we are passionate about making clothes that women love to wear—pieces that are comfortable, practical, and glamorous. As a brand run by women, we get it. We know what it’s like to want a dress that fits perfectly, looks amazing, and feels great to wear. Our mission is to create those pieces for you, time and time again.
Here’s to 10 years of Nooki - and many more to come! x
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