Misha Nonoo“The scariest thing [in the world] is doing something different and not having an example to follow,” says designer Misha Nonoo on the latest episode of TheCurrent Innovators.

Speaking at a MouthMedia Live recording at Spring Place in New York with TheCurrent’s founder Liz Bacelar, the designer discussed how she pivoted her contemporary namesake brand in 2016 to focusing on selling direct-to-consumer instead. “It was scary and I was doing something completely new, but at the same time it was very exciting,” she explains.

 Such disruption is something that has become second nature to Nonoo in recent years. In 2015, she was one of the first in the industry to forgo an official fashion week presentation and host an Instagram one instead. The next year, she returned to the platform with a see-now-buy-now presentation, which users could shop via influencer platform, rewardStyle.

 For a designer who sees herself as an entrepreneur holding the reins for her brand’s success – and her personal happiness – switching to selling directly to the consumer was a very clear direction, she explains. That said, challenging the industry’s statusquo comes with a lot of hard work, which Nonoo does not shy away from.

“One of the most enlightening things that I was ever told was by Anna Wintour (…) she said to me ‘an overnight success is 10 years in the making’,” Nonoo explains. Seven years on, she feels she is just ‘making it’ now.  

Time has also given Nonoo the confidence to know that a lot of the industry is based on smoke and mirrors. As a small, independent brand, she now feels confident in having the choice of what to subscribe to.

During this conversation, Nonoo also talks about the importance of building a business based on values, how fashion week has become obsolete, and the challenges of running an on-demand business.