Defying Norms with nNOR

nNOR is a womenswear label, dedicated to promoting women empowerment, and the designs you encounter are truly out of the ordinary. Every collection has a narrative, and this is the one that drove nNOR's debut FW24 collection.

The brains behind nNOR, Lauren Ibbs, took an unconventional path into the fashion world. You'd be surprised to discover she failed art in school, and later ventured into the realm of car insurance before wholeheartedly committing herself to a career in fashion.

What started as her outspoken expression through clothing and getting in trouble for painting a Playboy on the wall, has transpired into her being an independent designer and creative director of her own label.

Why the name nNOR?

In my mind, I was like, it's nor this or that, so that was it. I wanted something that was one syllable. Easy to say. It wasn't a made-up word, but it hadn't got too much attached to it. The two Ns make it a little bit more weird and obscure.

What fuelled the birth of your brand and what did you want nNOR to represent?

I wanted to prop women up in a really untraditional way. I was seeing a lot of the same silhouettes and methods trying to portray female empowerment, by having certain body parts on show or wearing short skirts and not that there's anything wrong with that, I just wanted to play against this.

Let's add the volume back in or let's add something that's obscure, so it's really flattering to have the woman's waist on show or add some foam around and see if we can create an interesting shape. I wanted to create a new sexy with shape and silhouette, rather than taking things away from the body.

Onto your Fall/Winter 24 collection, what overarching theme guided the creation of this?

It's that mix between assertion and protection. For example, we've got the SOR jacket, so you've got really strong details on the shoulders that are kind of pushing out to people to be like, yeah, I'm here. This is me. But also it's a really soft shirt, Sherpa fleece fabric making it really comforting.

I really wanted to embody the feeling of comfort and ease. Since lockdown, we've all transitioned to just comfort and what's easy... transitional pieces. Can I wear this at home all day when I'm working from home? Can I just throw on a top and wear the same trousers and I'm good to go? Although these pieces are special, I'm really trying to make wardrobe staples that'll be around for seasons. I'm not looking to do throw aways. I guess I'm trying to replace essentials.

Did you encounter any struggles during the creative process and if so, what did you draw upon to overcome these hurdles?

Do you know what my main hurdle was? Actually feeling good enough to have a successful brand. I don't think many people talk about that enough. I've always known that I had real potential in my vision for a brand but you almost have to prepare yourself for the success. For a long time, I was kind of dipping my toe in and wanted to share this, but I'm not sure if I'm ready to take the credit or put myself out there and be completely vulnerable.

And how did I overcome that? Probably my connection to God and knowing this is my thing, so I've got no choice but to do it. And who knows how it's gonna go. But you have to believe in yourself. If you don't believe in yourself, you're not going to get very far.

Which look did you enjoy designing and bringing to life the most, and why?

I really love three and five, they're my favourite for sure.

Number three was the SOLAR top with the crazy foam leggings, and the Gillet turned into a wrap skirt. I just loved the overall energy, I felt like it really encompassed everything the brand is about. She's got all her skin covered but you've got a nice silhouette with these really weird shapes at the bottom and this really random padded cut-out in the front. It's almost like, what's going on here? If my looks don't have that question, then I haven't set out to achieve what I set out to achieve. So I really liked the oddity of that.

Then probably number five with the SOR jacket. That jacket was an absolute nightmare to make. The first time I'd seen it on a model I was like, wow, like this looks amazing on her!

Can you provide insights into the thought process behind the selection of colours, materials and techniques employed in creating these pieces? 

Everything is super intentional and well thought through. With nNOR, the silhouettes and ease will always come first. The colours are just there to complement those. So I never want a colour to overshadow the shape and intention behind a piece. So that's why all the colours are really quiet and tonal. Because the shape has to speak before anything else.

Lastly, what message do you hope consumers take away from immersing themselves in the experience of your Autumn/Winter 24 collection?

I want women to embrace being who they are, not dressing for anybody else. Dressing for them as if no one else is going to see them. Just being unapologetically them and being comfortable in their skin.