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Alexia Ioannou doesn’t just collect vintage; she curates cultural moments. As the founder of Shop NOU, she’s built a world where rarity reigns, maximalism is celebrated, and every piece tells a story. With the launch of NOU Shoes, Alexia’s vision expands, merging her archival instincts with a made-to-order future. We caught up with her to talk about the Jersey-rooted inspiration behind her first shoe, fashion as memory, and the skincare rituals (plus Lip Jelly shade) that ground her daily routine.
The first shoe I ever designed had to be a leopard ponyhair pump. It’s a wink to my Jersey roots. A loud, unapologetic reclamation of everything I’ve ever loved. As for the fit and function? I basically Frankensteined together my three best vintage designer pairs from my archive into one perfect shoe.
My mom is my blueprint. Always has been. I tried the quiet luxury thing. The clean girl thing. But the truth is: I love stuff. I love maximalism. And my mom has always been a collector, shoes and all. She taught me to appreciate fashion as identity, memory, and art.
I treat my skincare routine like a ritual. It’s not just about what the layers do for my skin, but how they make me feel. It’s a reset and refresh button twice a day. Facile’s Dew You and Bare Necessity have become total staples.
Sarah Jessica Parker as Carrie Bradshaw… because duh. Also I fucking love Oprah, if she approves of my work I can die happy.
So much of sourcing is instinct and years of training my eye in the wild (thrift stores, consignment, estate sales). I look for bold, singular moments. Pieces that show up and say something. People rarely remember what something looked like, but they do remember how it made them feel. That’s the magic.
My NOU denim bag is my daily carryall, it holds everything from the essentials to essential oils, a crystal or two, and my Lip Jelly in Berry, obviously.