AN INTERVIEW WITH NUÉ

aN INtERVIeW WiTH nUÉ

10 questions with NUÉ founder, Viktoria Udina

WORDS BY REBECCA RHYS-EVANS

In the spirit of party season, there is no brand more in line with the celebratory spirit than NUÉ. The Ukrainian-based label is known for its disco styles translated into spiral-crystal bras, glitter houndstooth mini-skirts and an array of slinky and structured tailoring. Founder Viktoria Udina started NUÉ in 2019 with a mission to celebrate the concept of prêt-à-party, and has amassed a serious celebrity following with fans including Chiara Ferragni and Leonie Hans. We love it for its full throttle, unapologetic approach to glamour and its Marie Spiral bra that gives big Gaultier-Madonna energy.

We chat to Udina to catch up with how her business, life, and label have been doing over the past 12 months.

Viktoria Udina

WHEN DID YOU COME UP WITH THE CONCEPT FOR NUÉ?

It was a long way of searching for the right idea. But the fantastic rhinestone fabric discovered during one of my buying trips to Italy prompted me to the concept.

DESCRIBE YOUR BRAND IN 3 WORDS.

I would say in 4:
Dazzling but Intelligent
Sensual
Feminine

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BE IT ART, CINEMA, MUSIC, LITERATURE - IS THERE A WORK OF ART OR ARTIST THAT YOU OFTEN LOOK TO FOR INSPIRATION?

There are so many works that inspire me that I can't describe them in a few words. I love the albums of Peter Lindberg and Paolo Roversi. I listen to Ludovico Einaudi when I want to have some piece. I like impressionists, so I always visit Musee de l'Orangerie when I come to Paris.

WHAT'S YOUR VERY FIRST MEMORY OF FASHION, AND OR, DESIGN?

I do remember my mum’s Burda Moden magazines which were so popular in the 90s. I liked to review the designs and imagine how I would wear any of the pieces. I used to cut out the patterns and try to sew clothing. It plunged into a world of something extraordinary, inspiring, and attractive.

HAS SOCIAL MEDIA PLAYED A PART IN YOUR BRAND

Social media played a significant role in building brand awareness. Thanks to the opportunities we have, NUÉ could get worldwide recognition. Instagram was the first and remained the leading platform for our communications, maintaining a direct relationship with our community.

WHAT'S YOUR HERO PIECE?

Charlotte top.

HOW SHOULD YOU STYLE IT?

I'd mix it with a maxi silk skirt (from our new SS22 collection) and a new bolero jacket.

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THERE'S A FIRE IN YOUR HOUSE AND YOU CAN SAVE ONE ITEM FROM YOUR WARDROBE. WHAT IS IT?

Definitely my Chanel vintage jacket.

BEST PIECE OF ADVICE YOU'VE EVER RECEIVED?

Make things happen, but don’t force things to happen.

WHAT IS THE MOST SENTIMENTAL ITEM YOU POSSESS?

The albums with photos from my past trips make me feel so sentimental. I began to value them when pandemic happened.

WHAT BOOK ARE YOU CURRENTLY READING, OR TV SERIES YOU CAN'T STOP WATCHING?

Usually, I read two books – fiction and non-fiction at the same time. Currently, I’m passionate about The Copenhagen Trilogy by Tove Ditlevsen and Pauline’s Brown Aesthetic Intelligence. The Crown has been my obsession since the very first season.

SHOP ALL NUÉ

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