"It is the love we give to a garment that makes it last," explains Noémie Vaillancourt, designer and founder of the Noémiah brand. In her creative process, everything is thought out with respect for the environment. Her collections do not follow seasons but rather the desired rhythm of the designer, who advocates for the beauty of slow fashion.

February 14, 2023, was an important date for the company, as they released their first bridal collection. A natural dye set is offered with the purchase to modify the famous white dress after the wedding. This idea allows the outfit to be worn on other occasions and gives it a lifespan beyond just one day.

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Using sustainable fabrics and timeless designs, Noémiah creates clothing on demand while offering customization and a range of sizes. Environmental values are paramount to the designer.

The lack of variety in the choice of natural fabrics poses a challenge for the Noémiah company. The available options are not sufficient to meet the needs of a company that aims to source exclusively natural and biodegradable materials. With a focus on minimizing waste, Noémiah has brought the cutting process back to its workshop. Despite the increased workload, the designer wants to have complete control over the management of fabric scraps. This meticulous approach ensures refinement in every aspect of the production.

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The green initiatives of Creative Denmark and Vestechpro, a research and innovation center in apparel, have inspired and supported Noémiah in its eco-friendly endeavors, including its natural dye project.

Agility, versatility, and adaptability form the basis of Noémiah's ecological strategies. The company defines its expertise through its new offering, floral-based dyeing using Quebec flowers. Their knowledge in this area and its sustainability serve as an asset in offering quality and timeless garments.

Emphasizing ongoing research, Noémie Vaillancourt suggests producing less but better and encourages educational efforts among the clientele.

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The distribution of this article is made possible by the contribution of Détail Québec, the retail sectoral workforce committee.