Babesta Beat SS 2015

WHAT’S NEW

Nununu

WITH

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Chatting with Iris Adler and Tali Milchberg of Nununu

Why the “black sheep” of fashion Nununu can be considered the industry’s new traditionalist

W e stopped and smelled the rose-scent with Nununu creators Iris Adler and Tali Milchberg (Nununu is always pre-washed in a signature concoction of baby powder scented detergent). Sitting down with the duo, we were able to dive deeper into the Tel Aviv-based label that has fast become an “it line” at Babesta, loved for its comfy feel, sophisticated silhouettes and anti-fashion fashion. It hits the right note of style and practicality and from season to season feels both timeless and trend-right. For the occasion, Milchberg donned a sleek black jumpsuit with cut-out gloves reminiscent of one of their collections’ pieces and Adler a shades-of-black ensemble. The two clearly share the same style that embodies their children’s brand. Nununu was formerly called Black Sheep, but re-launched with a fresh name a few years later, giving a nod to an ageless Yiddish saying that the pair heard from their grandmothers and mothers and now repeat to their children. Translating to a warm and matriarchal way to say, “no, no, no!” the chorus of dissent well befits the label that’s creators call more conceptual design than fickle fashion. “Every season you have to reinvent yourself—so tiring,” says Milchberg of the fashion industry. “Ours is not high risk, trendy stuff. It’s not right or wrong,” Adler adds. Launching the brand took inspiration and tenacity. The two spent a full year of discussions purely on the concept of Nununu before forming a unique design plan reflecting their shared perspective. Their vision was marked by simplicity, timelessness and gender neutrality, with an unwavering eye to comfort and quality without fussiness. Nununu speaks to the deeper viewpoint of letting kids be kids and free to immerse themselves in their surroundings. Season after season for the past 6 years, Nununu has remained consistent to the mission, a fact that makes the founders proud. Milchberg contends that creating clothing that becomes a long lasting favorite and is passed on from child to child is the ultimate measure of success. Whereas black heirloom baby clothes would hardly be considered traditional in a market mired with pastel pinks and blues, the purposeful use of the hue has become a signature that, to them, reflects a new generation of tradition. “In a world full of colors, it’s okay to be dressed darker and take in the experience that is around you…you can get colors from outside. We think kids’ fashion should be solid and calm,” Adler contends. Not to say that color doesn’t play a part: Adler and Milchberg fully embrace the simple pops of neons and primaries to enliven the neutral separates, and add dashes of color to their graphic prints of letters, shapes and words. Leaving gender stereotypes behind, most of the pieces are meant to be unisex, a truly modern and practical approach, allowing for flexibility when remixing an outfit.

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babesta beat spring/summer 2015