Our designs cater to real lives, clothes that work across seasons, across continents. We use minimalism as a grounding principle: clean lines, pared-back shapes, a “less is more” approach
A Quiet Dialogue Between Cultures Through Fashion |
Since its debut in 2020, NÅD Store Sri Lanka has become a distinctive voice in the South Asian fashion space, blending London-bred minimalism with subtle Sri Lankan and pan-Asian nuances. With its trademark bows, frills, and joyful colour palette, the brand feels refreshingly contemporary, yet rooted in deeper themes of cultural identity, craftsmanship, and slow fashion. As NÅD returns to London through The Design Collective’s platform - this time at the By Rotation Townhouse in Mayfair, Founder, Joanne Stoker, reflects on her creative evolution, the synergy with The Design Collective, and the delicate balance of designing for a global audience while staying true to Sri Lankan roots.
Q: NÅD has been part of The Design Collective’s community for a while now. What has that partnership meant for your brand's evolution?
Since launching NÅD Store Sri Lanka in 2020, we’ve had the pleasure of working closely with The Design Collective. From the start, the partnership has felt organic, our philosophies align well. They believe in contemporary, accessible fashion, and that’s something that resonates deeply with us. Binu and Shahili have always brought transparency and professionalism to every interaction. It’s been wonderful to grow together, to push boundaries both locally and internationally, and to explore new markets while remaining rooted in a collective creative identity.
Q: This isn’t your first time working with The Design Collective in London, how does it feel to return to this international platform?
Honestly, it feels like coming home in some ways. I lived in London for 13 years before moving back to Sri Lanka, so the UK market has always felt familiar. Being British myself, my work is inevitably shaped by that perspective. You see it in our silhouettes, modern, clean lines, but softened with subtle Asian textures and colourways. Showcasing in London again allows us to speak to both parts of that identity. The response we’ve had, not just in London but also in Singapore over the past couple of years, has been incredibly encouraging.
Q: What makes showcasing with The Design Collective different from other platforms you’ve worked with?
There’s a strong sense of creative integrity with The Design Collective. They’re deeply connected to Sri Lanka’s design ecosystem but also have a very global, forward-thinking mindset. It’s not just about selling clothes, it’s about elevating South Asian voices in fashion. As their platform grows internationally, they’ve brought us along for that ride while still encouraging us to maintain our unique design language. It’s a partnership that allows individuality to shine, which is rare and so valuable.
Q: NÅD has a very distinct design language with its bright colours, frills, and bows. How do you describe your aesthetic, and what are you hoping London audiences take away from your pieces?
I’d describe our style as playful yet thoughtful, there’s an element of joy and youthfulness in the way we design, but always with structure. Our silhouettes are relaxed and easy, but there’s care in every detail, whether it’s a soft bow or an unexpected ruffle.
We love colour, but we use it intentionally. For our London audience, I hope they see the wearability in the garments, the fact that they’re not just statement pieces but everyday clothes with character. We design for movement, breathability, and layering, garments that adapt to different environments and ways of life.
Q: How do your collections respond to themes of modernity, minimalism, or cultural identity, especially when introduced to a global audience?
For us, modernity means functionality. Our designs cater to real lives, clothes that work across seasons, across continents. We use minimalism as a grounding principle: clean lines, pared-back shapes, a “less is more” approach. But our minimalism is never sterile, it’s layered with texture, with emotional resonance. Culturally, we are deeply rooted in Sri Lanka, but global in outlook. You’ll find locally sourced handloom textiles in our collections but also cuts and finishes that feel Western. It’s about bringing together the East and West in subtle ways. When showcasing internationally, we hope people sense the craftsmanship, the quiet cultural narratives in each piece. It’s not loud, but it’s intentional, a soft storytelling through design.
Q: Does your creative process shift at all when preparing for an international showcase like this one?
Slightly, yes. When designing for a platform like London, I do think about versatility across seasons, because we’re coming from a tropical context. We include more layering options, richer textures, and deeper tones. That said, our core stays consistent, lightweight, breathable fabrics that feel good against the skin. We want our collections to be adaptable, and I think that’s key when crossing borders. There’s always a bit of refinement involved, thinking about how colour, cut, or proportion will resonate in a different cultural or climatic setting.
Q: How have your collections evolved since you started to showcase with The Design Collective?
Our evolution has been quite natural but significant. In the beginning, we were very focused on comfort-first pieces, simple cotton dresses, minimal silhouettes. Over time, especially with international showcases, we’ve pushed the boundaries of what that simplicity can look like. This year, for instance, we’re experimenting with new fabrics and finishes while still holding onto that foundation of ease and elegance. The London collection, launched in collaboration with The Design Collective, is the first time we’ve consciously expanded our offering, not just more pieces, but more dimension. It marks the beginning of a new chapter for NÅD, one where we still stay true to our roots but aren’t afraid to explore.
Q: What excites you most about presenting alongside other South Asian designers in a space like this?
Being part of this showcase at the By Rotation Townhouse is truly special. It’s not just a fashion event, it’s a celebration of culture, community, and sustainability. What excites me most is the collective energy.
There’s power in presenting as a unified voice, especially for South Asian designers who have long been underrepresented globally. I’m also really proud to share that many of our prints and colours are made using upcycled deadstock fabrics from luxury garment manufacturers in Sri Lanka. These are limited, high-quality rolls, some originally intended for big designer labels, that we’ve rescued and reimagined.
It adds another layer of depth to what we’re doing. And the By Rotation platform, with its commitment to circular fashion and conscious consumption, is the perfect setting for that story.
