Meet Alexia Ioannou—the founder of nou and a seasoned curator of rare vintage fashion. After launching her career at Barneys New York, Alexia's passion for unique designer pieces led her to create nou in 2018, born from her personal style and love for secondhand fashion. Inspired by her mother's impeccable shoe collection and the iconic style of Sex and the City, Alexia now handpicks every item, offering a curated selection of vintage shoes, apparel, and now homeware that empowers women to feel confident and bold.
Earlier this year, Alexia brought nou to our Los Angeles store, showcasing an extraordinary collection of vintage shoes—from iconic Chanel ballet flats and bold cheetah-print Manolos to timeless Dior kitten heels.
This month, we caught up with Alexia to dive deeper into her fashion journey, her vision for nou, and the meticulous care that goes into curating every piece she offers.
Kinn: Can you share a bit about your background and what led you to launch nou in 2018?
Alexia: My professional career started a decade ago when I began working at the infamous Barneys New York (RIP), but I’ve been collecting and obsessing over clothes and shoes for as long as I can remember. After years spent dabbling in styling and fashion marketing, I was looking to do something on my own that I not only loved, but that felt intuitive. I fell into the secondhand market quite naturally after receiving tons of online inquiries regarding my personal shoe collection. The girls were begging for rare vintage designer shoes and I knew I could supply the demand they were looking for.
Kinn: What sparked your passion for vintage fashion, and how has that evolved over the years?
Alexia: My mom is my original muse. Growing up she had the most insane shoe collection. I’m talking over a thousand pairs of designer shoes that have sadly been lost since. I think in a way, I’m doing this work as a true homage to her and her creative perspective, which I have been lucky enough to inherit.
Kinn: You've mentioned being inspired by the style in Sex and the City. How has that influence shaped your approach to curating vintage pieces?
Alexia: I grew up with Sex and the City as my comfort TV show. My mom and I loved to watch it in bed together. I’d confidently assume that the DNA of that show is embedded somewhere into my subconscious. Aside from Carrie’s notorious shoe collection and Manolo Blahnik obsession, I find the entire cast to be amazing references. Each character had such a personal and well-developed sense of style—balanced with the perfect amount of risk taking.
Kinn: What’s been the most rewarding part of curating a collection that resonates with your clientele?
Alexia: Making women feel sexy. Confidence is one of our most valuable currencies. When a woman wears her nou shoes, I know she feels good.
Kinn: In the world of vintage fashion, what's the most significant challenge you’ve faced, and how did you overcome it?
Alexia: When I first got my start I was suffocated by the idea that I needed to find vintage wholesalers to work with. In an industry that is so widely gate-kept, I thought I would never be able to get ahead without a strong wholesale network. It was this so-called downfall that ended up making my business stronger than I ever expected. At nou, every item is thoughtfully curated and handpicked by me. Nothing is bought in bulk. There are hours of research and discovery behind each piece that we’re offering you.
Kinn: How do you approach selecting pieces for nou? Is there a particular era or style you're most drawn to?
Alexia: My formula is building an outfit around the shoe. I believe your shoes should make a statement so I’m always offering an interesting yet wearable curation of vintage designer shoes that you’ll want to have in your closet forever. Trend forecasting has also become one of my favorite parts of curating. It's so fun to explore old editorial images and discover the forgotten styles that fill the gaps in the market that we’re all looking for today.
Kinn: For those looking to build a curated vintage wardrobe, what advice would you give?
Alexia: Be intentional about it. Not everything has to make sense, but it has to make you feel something. People will often focus on the resale value or the historical narrative, but it’s really about collecting items that inspire you and reflect your own personal psyche.
Kinn: What’s your favorite piece in your personal collection?
Alexia: That’s like asking me to pick my favorite child! If I had to say, it would probably be my Christian Dior by John Galliano green camo gambler dice mules as they were the first signature piece in my collection and the shoes that really built my business.
Kinn: Where does jewelry fit into your wardrobe? Do you have a favorite piece?
Alexia: I never take off my custom “nou” nameplate necklace from Kinn. It’s the perfect little object of affection for my brand I work so hard to build every single day.