Noel Asmar Group has expanded its portfolio of lifestyle brands with the addition of Noel Asmar Fashion. The new fashion line offers apparel, Italian-made handbags, and accessories, which will launch this Spring in luxury spas and resorts and high-end boutiques throughout North America. Ideal for resort guests, Noel Asmar Fashion provides a sense of calm and tranquility with timeless, wrinkle-resistant essentials and ultra-feminine designs in a soft palette to reflect the chic, globetrotting style of founder and CEO Noel Asmar. “We design the type of clothes that make us feel good, and use fabrics that feel good against our skin—such as buttery modals, soft stretchy Italian silks, and technical light weight linens that travel well and pair with ease,” says Asmar. “Our customer is looking for quality; she wants key pieces she can take anywhere. She likes to dress up, but doesn’t want to complicate it. After 15 years of designing spa and hospitality uniforms for luxury properties, we understand every type of body from a size zero to an 8X. Developing a line for women ‘on the go’ is a passion that continues to evolve through women’s fashion and accessories.”
Based in Vancouver, BC, Noel Asmar Group offers several lifestyle divisions, including Asmar Equestrian, Noel Asmar Uniforms, Pedicure Bowls and Accessories, and now, Noel Asmar Fashion. The design firm serves thousands of clients, including global luxury hospitality firms such as AccorHotels, Canyon Ranch, Four Seasons Hotels and Resorts, MGM Grand, and Rosewood Hotels & Resorts, in more than 60 countries. Both Noel Asmar Uniforms and Noel Asmar Fashion collections are designed with consideration to fabrics, stretch, breathability, and comfort. The brand’s premium fabrics wrap women in luxury, which makes them feel pampered like they do in the resort spa environment. “Spa retail should be an extension of the pampering and luxury the guest experiences in the spa,” says Terry Prager, director of wellness & spa at Spa Villagio at Villagio Inn & Spa (Yountville, CA). “Noel Asmar’s Spring Collection is elegant but not overly fussy—the perfect combination of European chic and California casual. The pieces are easily mixed and matched, to take our guests from wine tasting to a fancy dinner in comfort and style.”