In an era of ‘trending’ items that will inevitably change at the drop of a hat, being a ‘celebrity-loved’ brand might cause something of an ethical conundrum for those with a slower perspective. For the founders of footwear brand Nomasei, their collective previous experience at fashion houses Jimmy Choo, Givenchy, Louis Vuitton and Chloé only made them firmer in their beliefs that mass production of trend-led design (even those loved and worn by celebrities) wasn’t the route they wanted to take.
Actually, longevity was one of the main focuses for Paule Tenaillon and Marine Braquet, who launched Nomasei in 2021. So when Katie Holmes was pictured wearing a pair of their boots in January 2023, it wasn’t until she was seen wearing them again a year later that they truly felt a sense of satisfaction, per Refinery29 – since Nomasei shoes are designed to be worn again and again, rather than fit in with a celebrity movement.
“Sometimes the most sustainable thing is to have a product that people will actually wear and keep. Because when you like something and you feel good in something, you want to take care of it,” Marine told the publication.
The likes of Blake Lively, Kristen Stewart and Bella Hadid have followed suit by wearing the brand in public, though Nomasei has managed to maintain its indie energy – with a slow approach to design and production. Having both come from backgrounds where the requirement for new designs and collections is increasing at an alarming rate (up to ten new lines a year, according to Paule), the aim is to work with restraint.
“We are not creating collections with a seasonal inspiration, rather wearable evergreen styles that we want and need to wear. Our goal is to complete our ‘library of essentials’ – working on shoe styles with a strong yet timeless aesthetic,” Paule previously told Forbes. “It means we want to be fashionable and stylish, but we do not respond to trends.”
What emerged is a selection of chic-yet-unique boots, loafers and sandals, made in small batches and produced entirely in Tuscany. Paule and Marine choose to work with metal-free leather from tanneries that they have worked with for many years, whom they trust to uphold the highest ethical standards.
Process is very important to the brand. In fact, the idea for Nomasei came about when Paule and Marine met at a luxury shoe factory in Venice while they were both working at Chloé – and bonded over their shared disillusionment over the fashion industry’s growing overproduction problem.
These days, they enjoy a close relationship with their own partner factory in Tuscany. Marine told Forbes: “We are able to have this level of transparency and quality because of our unique partnership with the factory. We know every detail, how the shoes are made and by whom. We can easily say that our level of quality at this price does not exist for any other brand out there at the moment.”
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