wartamoro.com, Every morning, Noémie Vaillancourt wakes up at 5 a.m. and writes in a journal until the sun rises. Then she goes downstairs to her studio and begins to sew, taking breaks to welcome brides-to-be for fittings. “I like to call the studio ‘ maison de couture in the trees,’” she says of the idyllic cottage, which is in the middle of Quebec’s Laurentian forest, allowing for an intimate process for the designer and a fairy-tale experience for clients preparing for their happily-ever-afters.
Vaillancourt and her partner decided to permanently relocate to their cottage during the pandemic and signed on architectural firm Mainstudio to build a studio extension. “It is possible to have a business in the forest, even if it doesn’t make any sense on paper,” she says of the move, which had a huge impact on her work. She also cites Montreal-born designer Valérie Dumaine , who passed away from cancer earlier this year, as an important mentor. “She was my fairy godmother,” says Vaillancourt. “She showed me the way and guided me at several key moments.”
The designer, who studied French literature prior to launching Noémiah in 2008, continues to imbue her creations with this influence, describing her brand as being at the “intersection of poetry and fashion.” At the heart of the collection, which ranges from elegant wool-crepe coats to flowy candy-hued dresses, is the bridal line, Cher Amour —a tribute to her great-grandparents’ love letters. Initially, Vaillancourt was hesitant to enter the bridal market because of the inherently limited longevity of a wedding dress. “It didn’t make any sense that the clothes I spend so much time sewing would live just for a night.”
But when she got engaged herself, a bridal collection felt like a natural direction. The magic of her made-to-measure gowns is in the way they highlight the refined beauty of silk organza, which Vaillancourt skilfully drapes to create soft, sheer layers and airy silhouettes. Her dresses are timeless in not only design but also wear—brides can add on an at-home natural-dye kit made from local flowers so they can transform their special piece later for occasions beyond walking down the aisle.
PERFECT MATCH
It’s difficult to explain why you adore certain things. Since I compose poetry, I believe it comes naturally for me to be particularly attracted to organza over all other materials. The way it captures light is stunning. From a technical standpoint, I enjoy working with it. Everyone I've talked to claims it’s challenging to stitch, but I don't see it that way. Additionally, it’s made from natural fibers, which means I don’t have qualms about utilizing it. Organza stands out as the most romantic fabric available.
A NEW CHAPTER
[Bridal fashion] is a highly specialized form of expression with an extensive heritage. We're also reshaping this tradition nowadays. I ensure that my gowns accommodate sizes up to 4x. They can be altered with a subtle peach hue or adorned with designs made from pressed flowers. My aim is to support my brides throughout their journey and continue assisting them after their weddings.
FINDING THE ONE
The bond that forms among the brides who visit this place and the entire experience...it's truly a magical spot within the woods. You won't receive the location details until you schedule your fittings with me. I enjoy engaging in conversations as every encounter is uniquely distinct. While Noémiah has a distinctive design aesthetic, each bride brings her own individuality. The moment she tries on the gown feels akin to falling instantly in love.
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