AUDRA is a ready-to-wear brand that fuses the ease and comfort of American sportswear with fabrications and details reminiscent of European luxury, exclusively made in New York City and composed of natural, European sourced textiles. Founded by designer Audra Danielle Noyes, a recent graduate of SCAD, Savannah Georgia’s College of Art and Design, Noyes has previously had the privilege of working under creative director Alber Elbaz during his time at Lanvin.
Learning from the likes of Elbaz and others, she considers her designs to have a European edge in the fabrication selection and design and style aesthetic, but affirms that she is an all-American designer with ambitions to one day have a global brand.
Fashion Designer Audra Danielle Noyes
Glass talks to Audra to find out more about the lead-up to developing her own fashion line and how she hopes to develop it in future.
How did you come to start your own line?
After SCAD, I had the fortunate experience to intern at Lanvin and then stayed on, continuing to Galliano. So I gained a lot of exposure and experience in such a short time. I developed not only the design skillset I have today, but also an understanding of what I wanted to say about women through that skillset.
I think there were two elements to my desire to launch my own brand. Firstly, I desired to be a voice for strong, creative women and be a voice amongst others who are trying to broaden and redefine the standards of beauty. Value women, in their uniqueness, in their strengths, in their talents and to support their creative outlets through collaboration.
Secondly, I desired to make clothing that is emotional, that says something, that lasts and grows with the woman and becomes a piece that they keep in their closet that is timeless, that outlive a season. I think consumers today are seeking emotional, unique pieces different from what they are already have, yet approachable and wearable.
Audra Collection. Photography: Ssam Kim. Hair and Make-up: Kavita Kaul. Model: Zoe Colivas
You worked for many luxury fashion houses in Paris. How was your experience? Did it help starting your line?
My experience in each house and studio was instrumental in shaping my aesthetic and the skill set that I bring to the design arena. I have been so fortunate in each position to have bosses and mentors who had a desire to teach and challenge me. Additionally, each experience was unique, which allowed me to learn and have my hand in many facets of the industry. At Lanvin, under the direction of Alber, I strongly developed my draping skills and my hand as an illustrator. I think most importantly I began to understand how to make luxury clothes that fit women of many different sizes and shapes.
Audra Collection. Photography: Ssam Kim. Hair and Make-up: Kavita Kaul. Model: Zoe Colivas
You produced your first collection in Paris. What made you move to New York?
After the first few seasons and upon returning to America, I re-evaluated where I wanted to sit in the market, and felt there was a need for an American brand with a pure integrity and quality to craft, with an approachable price point. I felt in America we are missing the Bill Blass, the Geoffrey Beene, the Bonnie Cashin, Halston – American quality brands that made a difference – that had clear design integrity. When I came back to America, I felt I needed to be a voice of integrity, quality, and elegance. I’m not saying I’m the only one who is doing this now, but I did feel my voice needed to be in this arena at this time.
Audra Collection. Photography: Ssam Kim. Hair and Make-up: Kavita Kaul. Model: Zoe Colivas
You have a creative background but now you have are based in NY, which is very commercial. How do you balance creativity with commerce?
In the beginning in Paris my collection was much more theatrical and now I have balanced those design elements with commercialism and a consumer mindset. As I returned to America I re-looked at the strengths of my design and brand and refined and re-evaluated that to be approachable from a commercial standpoint. I questioned how I could maintain the strengths of my brand’s DNA, while making it price competitive, relevant, and important during a time where the industry is so saturated and fast fashion is a taking over.
I feel the fusion of my American education and European training is reflected in my collection and has positioned my brand in an enviable position in the market to sit next to well-established European luxury brands, as well as be a bridge between American advanced contemporary to designer brands. It has been received quite will in the North American Market, doubling my stores this past season.
Audra Collection. Photography: Ssam Kim. Hair and Make-up: Kavita Kaul. Model: Zoe Colivas
What is challenging about being a designer in NYC
My team is smaller here than in Paris, but it’s so energetic and fast paced. It is so saturated with inspiration and there is many resources at your fingertips. But I think it’s important to remember to step away as well in order to maintain your own creative voice.
Where do you find your inspiration? What inspires your designs?
I am constantly inspired by the metamorphosis of women, the constant seasons we can go through as a woman. I am taking parts of my personal testimony to tell a story through the clothing each season, a story that each woman int heir own way has lived as well. Additionally, I always have creative, talented woman in mind that I envision to bring the clothes to life. Through their own creative outlet they bring a new depth to the collection.
What do you feel sets you apart from other designers?
Appealing to a woman from 30-60 years old of a higher socioeconomic status, who appreciates fine design and quality, timeless products, we’ve established an enviable positioning adjacent to well-established luxury European designers, as a result of the tangible European sensibility in the collection, and additionally sits among those new creative voices of designers bridging the gap between advanced contemporary and designer through an approachable price point. This unique positioning allows Audra the opportunity to approach more doors and therefore have a greater impact on the consumer as a whole.
Audra Collection. Photography: Ssam Kim. Hair and Make-up: Kavita Kaul. Model: Zoe Colivas
Where do you see yourself and your brand in 10 years time?
I feel strongly, in this current market and time of fast fashion and click-n-shop consumerism, that the Audra brand must continue to emphasise not only our unique brand positioning, but focus on relationships, authenticity and integrity in each aspect of the process. Audra will continue to embrace a slower fashion model. A growth model that focuses on consistent quality, precision, steady growth, and building a trusting relationship with each contractor, retailer, and private client.
The consumer will recognise the Audra brand for timeless, emotional products executed with refinement and the highest quality, whilst maintaining a clear design integrity, that grow with them through seasons of age. Fulfilling this need in the market will result in a strong return customer due to built relationships, increase in retail support, and growth in direct sales (via an e-commerce site and/or flagship store).
by Ssam Kim
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