Find a woman that doesn’t have Adanola in her wardrobe rotation and we’ll be shocked.
The Manchester-based label, one of fashion’s biggest athleisure brands, is pioneering everyday activewear for the multifaceted lives of women – customers wear the designs to brunch as much as they do to barre.
We caught up with Noemi Weismann, Creative Director of the brand, about all things business, and she tells us how her home city sparked her creativity as well as the most important lessons she has learnt in business.
How do you start your days?
I have three children, so the day might start with anything from building lego and playdough to making French toast while hearing the latest story from nursery. I love the hustle and bustle of a full house.
What’s your go-to uniform?
Comfort and colour.
Describe your workspace…
It’s a wonderful mid-century Scandi-inspired open space that our founder Hyrum Cook beautifully and meticulously designed himself – down to every detail!
Define your aesthetic…
Fuss free, diverse and timeless.
Identify something in your workspace that’s special to you…
My team. They are the unique components that make Adanola’s design so special. They are passionate, driven and talented and we face all the challenges and successes together.
What are your workplace essentials?
During the day I’m rarely at my desk as I’m running about between fit sessions and meetings. All I need is water and a well-lit room. Chocolates are always welcome too!
What time of day are you at your most creative?
Mornings. I get up early and I start going straight away. I like feeling the day is ahead of me and anything can still happen.
Work takes you most frequently to..
Manchester, where Adanola HQ is. I am London based.
What’s your go to lunch order?
One of the greatest British culinary achievements, the jacket potato. And if not a good salad will do.
What is the most rewarding part of the job?
To see Adanola worn in the streets. So much goes on behind the scenes, from inspiration to production, and it’s nice to see how people wear it and make it their own.
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And the most challenging?
To switch off. My head is always buzzing with ideas, projects, concepts, inspirations; sometimes it’s hard to turn it off.
If you were to write a two-line job spec for yourself, it would read as follows…
To deliver and direct the most on-brand and exciting product for our Adanola community. To inspire and excite the team and make sure every day is a new opportunity.
What did you study in school or university?
I have a dual diploma in Design and Garment Tech and I specialised in intimates, swim and activewear.
Where are you from originally?
I am half Israeli half French. I was born in Tel Aviv, and I lived in Paris from the age of 12.
What was your first job?
I started working very young – and probably worked every possible job, from being an au pair to being a waitress and a shop sales assistant. In the fashion industry my first job was at a trend agency in Paris.
What first sparked your interest in fashion and design?
I grew up surrounded by an out-of-the-box creative and diverse environment. I was passionate about colours and fabrics. Plus I love the opportunity to follow through an idea from a concept to a final product.
Do you have a mentor or inspirational figure that has guided or influenced you?
I owe my mum everything. She introduced me to art and fashion. She opened me to the world of theatre and dance. And she always allowed me to pursue what I loved. My first boss in the industry, Jos Berry, taught me what creativity really means. She taught me to be generous with my ideas, to collaborate, to be curious and most importantly – to step away from my computer and seek input in the real world.
What were some hurdles you had to overcome in the early days as a creative director?
I still have to overcome the same hurdles even today, to make the call and to know when to listen to others and when to listen to myself.
What’s the most important business lesson you’ve learned?
Stand your ground and take accountability. That nothing is done as an individual, it’s all a team. Make sure you work with people that are better than you.
The best advice you’ve ever received?
Don’t go to sleep with your hair wet.
What’s next for Adanola?
There is so much ahead it’s very exciting! So much opportunity, so much we are going after, the dream just gets bigger and bigger.
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Any Questions or Tips to add?