Label to Watch: Novis

It's no wonder designer Jordana Warmflash knows how to design clothes women will want to wear: The Washington University grad worked with Zac Posen, Peter Som, and Alice + Olivia before launching her own line, the idea for which came out of a common problem.
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It's no wonder designer Jordana Warmflash knows how to design clothes women will want to wear: The Washington University grad worked with Zac Posen, Peter Som, and Alice + Olivia before launching her own line, the idea for which came out of a common problem.
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Under relatively new label Novis, Jordana Warmflash designs the type of cocktail wear we're always looking for: It's tasteful, smart, and understated, with just the right amount of sweet mixed in. Somehow, her frocks (and for spring, colorful trousers) are at once girly, flirty, and serious. They're in the vein (and may someday share rack space with) of young designers like Timo Weiland, Wes Gordon and Katie Ermilio.

We bet as soon as her dresses get into the hands of the right stylists (which we're sure they will), celebs are going to be dying to wear them.

It's no wonder Warmflash knows how to design clothes women will want to wear: The Washington University in St. Louis grad worked with Zac Posen, Peter Som, and Alice + Olivia before launching her own line, the idea for which came out of a common problem. "I had a wedding to go to and I couldn't find anything I liked to wear," she explained. "Everything I tried on I felt was either too serious, too sexy, too much going on, or the quality was poor."

So, she made her own. And when the dress was a hit at the wedding, she decided to make her own dresses for every event she had thereafter. The compliments continued to pour in. "This confirmed my aesthetic was unique and something that women (not just myself) wanted to wear. In 2011, I decided I wanted to launch my own collection of classic, impeccably tailored garments that were fun to wear!"

Warmflash describes the Novis girl as "refined yet courageous in how she dresses; she doesn't take herself too seriously, loves to get dressed up and truly appreciates a quality tailored garment with delicate details."

Warmflash plans to grow Novis, which started as a capsule collection of dresses, slowly and steadily. "I envision the growth of business to be a steady progression, but always remaining grounded in our roots: never compromising aesthetic or quality." Eventually, though, she'd like to see the collection expand into a full-scale lifestyle brand, including categories such as handbags, shoes, and home goods.

For now though, plans for Novis's debut New York Fashion Week presentation are in the works! Click through to see her full (adorable) spring 2013 look book.