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High Profile: NuoMi

Breezy fashions from rising design talent - By Liza, Aug 26, 08

Less glitz and more glam -- that's the look available from NuoMi, a shop that opened its doors to Xinle Lu shoppers last May. Their spring/summer collection features short and long dresses of bamboo, cotton, and soya, all lightweight, natural fabrics that let your body breathe through hot Shanghai days and steamy dates.

I always say your dress should say "buy me dinner, then take me home" -- not just "take me home" -- and NuoMi's definitely do. Airy daywear raiments in solid yellow, white, or black come in silk-viscose blends and simple cuts that drape well on most figures. Nighttime silhouettes range from clingy cocktail essentials to full-length and flowing in elegant patterns.

Sizing on the rack is western Small to XL, or 36, 38, 40, and 42 in Euro sizing terms. My ample behind fits in nicely, and if your curves are especially... ahem...'unique,' alterations can be done within a day or two. Custom made-to-measure service is also available, at an added cost of 30% the original price.


Tags read 500rmb to 2000rmb for apparel, and the creamy White Rabbit candy is free. NuoMi takes care of their customers, in English and Chinese. They also give back to the community. NuoMi, Chinese for "brown rice," is a line by six Shanghai-based designers who really give a damn about the relevance of their work, from using locally-sourced materials to providing you the softest (and biodegradable) towels you have ever touched, surprisingly, spun from bamboo.

Lavish bath gear, shawls, pillows, purses, jewelery, and brooches, are also part of the brand, as well as adorable matching mom-daughter and papa-son clothes enabling you to share your chicness with the little ones.


Creative Director Lin Wen started out designing the Migenerations; kind of hip casual clothes inspired by China's ancient agrarian way of life, and using similar sewing techniques to make funky shapes nobody else had, available through NEST. Baby Mi and NuoMi are now taking off, and it may not be long before we see these guys in Vogue.

The evening gowns, especially, and the quirky feathers-and-kilt-pin brooches by Emily Zhu look photog-ready and are an easy way to update your wardrobe by investing in versatile classic-colored pieces.

By the way, Emily Zhu is the IFA grad who designed several Olympics uniforms for China's major athletes -- the cool Coca-Cola branded ones, not the scrambled egg and tomato uniforms.

Keep an eye that rising starlet.

NuoMi:196 Xinle Lu, near Donghu Lu. Tel: 5403 4199.

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