Where It All Began
For our AW25 campaign, we returned to the countryside where everything first started. It’s where I began sketching the first outlines of this collection, surrounded by fields, shifting light, and familiar silence. There’s something grounding about being back where the idea of No Loud Labels took shape. Every turn of the path, every soft breeze felt like a reminder of why we do what we do — to create with intention, patience, and honesty.
Shooting in Nature
We decided to shoot most of the campaign outdoors, letting the garments breathe in their natural environment. The landscapes, quiet, textural, and ever-changing, became the perfect extension of the clothes themselves. Each frame aimed to capture not just the form but the feeling of the collection: the subtle movement of fabric, the clean lines against raw textures, and the simple, thoughtful details that define No Loud Labels.
The Pia Shirt
At the heart of this collection is The Pia Shirt, named after and designed together with my mother. It’s a piece rooted in both memory and collaboration. We worked side by side to create something timeless, a crisp everyday shirt that feels both strong and tender, structured yet soft. The process was filled with conversation, laughter, and the kind of quiet understanding that only exists between mother and daughter.
The result is a shirt that embodies everything we value: quality, comfort, and connection. It’s a reminder that the best designs often begin close to home.