Innovator would be filed under Misha Nonoo’s dossier. The CFDA/Vogue Fashion Fund 2014 alum and former CFDA Fashion Incubator designer is not the type to sit back and wait for change to come knocking. This take-charge attitude is all the more evident by her recent decision to discontinue wholesale and move all business exclusively to Mishanonoo.com after noting trends in her customers’ predilection for direct-to-consumer purchases. The designer also recently announced that her forthcoming New York Fashion Week show will be featured exclusively on Snapchat, a platform known for its vivid and raw behind-the-scenes-feel. This is a place no designer has gone before and is sure to increase Nonoo’s number of thumbs up emojis within technology company corridors.
CFDA.com: Tell us about your background in a couple of sentences:
Misha Nonoo: “Born in Bahrain, raised in London, and educated in Paris, Misha Nonoo’s multicultural upbringing exposed me to a diverse collection of references. My work showcases a unique outlook for the modern multifaceted woman from 9am to 9pm. I also pioneered the ‘Insta-Show,’ and this fashion week will do the same when I present an edit from my Fall 2016 collection using a ‘live lookbook’ on Snapchat. Through these experiences, I try to push boundaries by marrying designs with innovative digital concepts that are celebrated by women who embrace their femininity whilst pursuing their goals.”
CFDA.com: When did you first become interested in technology?
Misha Nonoo: “I have always had a keen interest in technology and its potential for creative opportunity, but I was first inspired to implement technology in my own brand after meeting with Sheryl Sandberg and the Instagram team. An hour-and-a-half later and the idea for the Instagram runway show was born.”
CFDA.com: How does technology play a role in how you approach design and your brand?
Misha Nonoo: “Technology has streamlined life and when designing my collection I try to think about how to make the modern woman’s wardrobe effortless, from #daytoplay. Through the ‘Insta-Show,’ shoppable runway, Snapchat ‘live look book,’ and my e-commerce site I am able to directly reach out to women and engage with their needs more readily.”
CFDA.com: You launched your Fall 2016 collection on Instagram and will present an edit of your Fall 2015 collection this season using Snapchat. How did these decisions come about?
Misha Nonoo: “The risk was worth the reward. Social media has changed the way people view and consume fashion. The modern woman’s life is on her phone. Engaging with Instagram meant creating something fresh and stepping outside of the fashion show mold. Instead of being confined to the fashion calendar, I was able to directly reach out to my customer and think about what she wants. Why follow the herd when you have an opportunity to be authentic. I hope to continue to push the boundaries for this fashion week when I showcase an edit of the Fall 2016 collection on Snapchat. Our customers lead enriched, full lives, they are constantly on-the-go. I want to reach them where I know they are, on their mobile devices. All pieces will be immediately for purchase on the new MishaNonoo.com.”
CFDA.com: What is your hope for the future of fashion and technology and how will your brand play a role in achieving it?
Misha Nonoo: “The prospective intersection between fashion and technology is exciting, and I see my role as being able to always think outside of the box and being on the cusp of it all. By implementing innovative technologies and practices, the direct-to-consumer brand model is equipping a new generation of passionate, modern, and multifaceted women with specialty pieces and essentials that address work and play in a new authentic way. This concept ‘day to play’ empowers women to adopt a fully versatile wardrobe that adapts to every situation.”
CFDA.com: What is one app you are obsessed with right now that may surprise people?
Misha Nonoo: “Although it is not entirely surprising, I am utterly obsessed with Snapchat. Especially taking snaps of Thatcher [Nonoo’s adorable dog].”
