Our story

About us

Nouvelle Vague was born out of the hormonal chaos that followed the birth of the founders’ second children. Like many women, motherhood awakened in them an urgent need to realign with their deepest values.

It was within the collapse of their routines, and the vulnerability that came with it, that their visions came together.

For Joanny and Naïma, this need was for connection, community, and coherence.

Nouvelle Vague is about this.

It’s about starting to feel the waves moving within us again.

It’s about a new wave of awareness.

It’s about the mother who brings people together.

Founders

Behind Nouvelle Vague is a complementary duo: two different paths that, when combined, create a living and aligned project. Together, they weave connections, imagine dynamic ways to showcase secondhand fashion, and create spaces and projects that bring people together.

Joanny

With a background in visual arts and 12 years of experience in preschool and elementary education, Joanny loves turning ideas into tangible projects that bring families together and breathe life into the community. Her strength lies in thinking outside the box. She has the rare gift of noticing what others overlook and imagining unique solutions. Through this singular perspective, she makes Nouvelle Vague shine and opens unexpected paths for families.

Prior to Nouvelle Vague, Le coin Ari.So was her first project in circular fashion for children.
Naima

Among the pioneers of children’s secondhand fashion in Québec, Naïma has been shaping circular fashion with instinct since 2018. Gentleness and creativity perfectly capture both her personality and the looks she creates. She sees beauty in the details and connects ideas to bring meaningful experiences to life. Her attentive sensitivity and intuition allow for harmonious projects, letting each initiative breathe while naturally bringing people together. It’s no coincidence she is trained as a doula!

Before Nouvelle Vague, BabyMarmelade.mtl was one of her first responsible fashion projects for children.

A shared vision

Their strength lies in this simple and joyful alliance, guided by a shared vision of social responsibility and sustainability. Beyond their complementarity, their shared style has become a signature of the project: a playful and bold mix of colors, eras, and timeless vintage pieces. Nouvelle Vague collections reflect this unique way of blending styles, creating joy, and opening up accessible and inclusive worlds.

Joanny

Naima