A New Fashion Home For White Label Noba

November 4, 2020



Did you see the half-time show at the AFL Grand Final? If you did you would have been treated to the unmissable and sparkly Emma and Amy Sheppard performing. Their dazzling outfits were created by Tracey Watkins from White Label Noba. White Label Noba is a local brand which has been making waves the world over for their luxe lifestyle pieces and covetable designs. They’ve even been sported by royalty. But then came COVID, and Tracey had to pivot, regroup and explore a new direction.

This week the SheSociety team and a group of fashion lovers were treated to an introduction to White Label Noba’s new Hawthorne home. We had the chance to play, sip champagne and enjoy some yummy nibbles as we browsed the racks and learned about the new direction in which this lovely local label is headed. 

Spied at the elegant soirée were The Aussie Iris, songstress and Voice alumni, Ellen Reed, Jasmine from Pretty Chuffed, PR and events guru Kath Rose, comedian, musician and writer Thomas Bleach and many more excited guests. This Queensland label is eclectic and designed for women of all tastes, ages and shapes. It is perfect for our Queensland lifestyle and showcases covetable designs which will become firm favourites in your wardrobe for years to come. 

As well as the clothes and accessories Tracey has now added homewares and floristry to her offerings and all are classy as the new surrounds. The new Hawthorne store is still on Riding Road, but two doors down from where it used to be, across the road from Hawthorne Park. Tracey’s muted palette of white, charcoal and soft pink is echoed in the clothes adorning the racks, and with greenery and treasures at every turn it is difficult to know where to look first. The coffee machine and chandelier catch your eye as you enter this light -filled treasure trove and lead you in to where the clothes beckon you to come and try. 

Tracey has decided to forgo seasons and is now bringing back many of our favourite pieces which you will love always. Her values of kindness, authenticity and belonging have enabled her to re-imagine the direction of White Label Noba into a ‘ lifestyle’ brand where ‘ how you feel’ is just as important as ‘ how you look ‘.  The re-launch has included a small curated collection of WLN’s luxe lifestyle range plus favourites from the Love-Love range. 

By offering more regular fashion drops, a strong digital offering and a new home range, White Label Noba hopes to fill customers lives with joy, surrounded by all things that bring love and warmth to our lives. The White Label Noba motto is Live It, Love It, Wear It and I know, for myself, that my White Label Noba pieces are some of the most beloved and complimented on in my wardrobe. 

The palette of WLN’s clothing is comforting with soft pinks, crisp white, charcoal and black. There are sequins aplenty in shirts, skirts, pants and shorts but also ruffles, animal print and stars. In the cotton and taffeta range are cool dresses, very crisp button up shirts and maxis just made for swanning around the pool with a cocktail in hand.The lifestyle range has slouchy sweaters and tees, drop crutch pants and cool but comfortable clothes made for a lazy Sunday. All can be mixed and matched to suit your own taste and style. I was impressed by the way Ellen Reed combined the pink Star Sequin shirt with the pink toned animal print ruffle skirt. She managed to create a super rock star style that was still elegant and feminine at the same time.  

For those of us who live on the Northside we can visit White Label Noba’s sister store found on Racecourse Road, Ascot or you can order online. Tracey will be spending more time in-store styling customers for a personalised and tailored customer ‘ experience ‘ focused on making you feel at home. This label was started right here in Brisbane at Tracey Watkin’s kitchen table and has filled many of our lives with colour and fun. The playful designs and funky silhouettes exude a lightheartedness that can only make you smile and if you are looking for something special this party season don’t forget to shop local. It’s time to shine, so head out and sparkle!

This slideshow requires JavaScript.

Be the first to comment

Leave a Reply

Your email address will not be published.