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By
Ina Yulo Stuve
on
17th December 2024
Slow fashion may be one of the biggest trends right now, but for Leanna King, founder and director at NOVO, it’s a movement she’s been championing for years.
“At NOVO, we meticulously consider each piece we create, avoiding the production of collections. We believe that every item should contribute meaningful value to the brand overall, emphasising seasonless designs that can be seamlessly integrated into your wardrobe throughout the year,” she explains.
NOVO’s sleek, minimalist pieces—think 100% organic cotton tees, silk and cashmere bodysuits (which I have tried and tested, and they are gorgeous!), and luxe leather trench coats—have captured the attention of fashion insiders globally. Now reimagined as NOVO CURATED, the brand has launched a go-to lifestyle platform, offering a curated selection of premium products and stylish recommendations all in one place. “I believe that there really is no ‘typical’ customer, as everyone leads such uniquely different lives. However, our NOVO customer tends to appreciate the essence of luxury while also leading a fast-paced lifestyle. They prioritise a seamless experience that exudes elegance, which is exactly what I strive to deliver,” says Leanna.
Leanna recounts how she started her business as a ‘young, optimistic 20-year old with a solid mindset’ but the hurdles she’s had to face as an entrepreneur in a competitive space have given her both the battle scars and the knowledge to push forward and continue to evolve. In this edition of Women Who Launch, The Sybarite speaks with Leanna about the consumer shift towards slow fashion and the importance of staying true to yourself as you grow your business.
Was a career in fashion always in the stars for you?
Yes, the fashion industry has been a significant part of my life since childhood, when I would lock myself in the bathroom and cover my face with my grandmother's makeup. My family has always recognised me as the one who takes the longest to get ready, and that has simply been a part of my identity. This passion eventually led to a modelling career, along with my studies at the Fashion Retail Academy in London where I focused on fashion design, textiles, merchandising, and buying. Alongside modelling, I started my own business and launched NOVO.
What’s the hardest thing about being a founder?
The most challenging aspect of being a founder for me is the overwhelming excitement I feel about the internal work being done, while no one outside is aware of it since everything is still in the pre-launch phase. My passion is immense, but my patience is limited, which makes it difficult for me to hold back from sharing the significant efforts taking place behind the scenes.
Are there any other entrepreneurs you look up to?
There are countless individuals I admire. However, I have a special appreciation for those who are driven and have steadfastly pursued their passions. I admire their strength and determination, as I understand the effort it requires. This is why I wholeheartedly support women, recognising the immense courage it takes to keep fighting and to navigate the challenges they face.
Is there a particular business skill that you’re currently trying to master?
Being true to myself and representing that through my brand as much as possible.
How do you find the balance between innovation and staying true to your brand ethos?
I often find that Instagram can be both a major source of inspiration and a significant pitfall. The platform's rapidly changing trends and fads can easily distract you from staying true to your authentic self and your brand. It's crucial to have the courage to stand by your convictions in the choices you make, ensuring that you remain genuine to yourself and your customers.
Do you think consumer views are changing when it comes to slow fashion and curating a more sustainable wardrobe?
I believe that individuals tend to buy more items that can be worn repeatedly and endure over time, as opposed to fast fashion trends that are often worn just once. Increasingly, people are concentrating on styling and re-wearing pieces in various ways, embracing a "less is more" philosophy. As a result, consumers are making more thoughtful purchases, prioritising cost per wear. This means they are more inclined to invest in a durable item rather than opt for cheaper alternatives that don’t last as long.
How do you form partnerships with other like-minded brands and creators?
I have a deep passion for other brands and founders, which makes reaching out and being my true self the most natural way to connect with new people. They can easily recognise my enthusiasm for their products and what they’re doing. Additionally, I actively support and buy from other brands and founders that I admire. I once came across a quote that suggests: “Your biggest fan is more likely to purchase and support you than your friends. Your biggest fan is more likely to become your best friend than your best friend becoming your biggest fan.”
Tell me more about the recent shift to NOVO CURATED
NOVO CURATED is an independent lifestyle platform that sells best in category products, all under one digital roof. I launched NOVO CURATED because I am extremely passionate about championing high quality brands which stand apart from the competition. I'm a big believer that with the right exposure, best in class products always shine though. I often find people gravitating towards me to ask for advice when it comes to fashion, beauty, and lifestyle products, and therefore housing all of my recommendations under one roof that results in a seamless buying journey makes complete sense.
Aside from your own, which other brands can we find in your wardrobe?
My go-to staples are a mixture of: WARDROBE.NYC, Manolo Blahnik, YSL. I love tailoring, blazers, and coats to elevate your outfit. I love L. Cuppini alongside amazing basics and layering pieces which really is how you put good outfits together.
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