Collaboration + Connection
In March we set about curating our Spring 24 photoshoot. Once again, there were all the feels. Polarities of emotions that are so common when building a business – excitement, vulnerability, impostor syndrome and overwhelm. To create something to share your expression with the world, is no mean feat!
A large part of my yoga journey has been rooted in friendship and connection and it was so important that we could continue our journey of organic collaboration. In our first shoot in September 2022, long-time friend and yoga teacher Helen Russell Clark said yes to fronting our campaign. Travelling from London for a hike up to Mermaid’s Pool, in her dungarees and white Nike AF1s no less. Our second shoot in November 2023, one of our founding brand ambassadors Eva Biechy, flew over from Paris to shoot in a very chilly Derbyshire at Lud’s Church.
For our Spring 24 shoot, we collaborated with Anna, Nicole and Alhu, three incredible women and yoga teachers who had appeared in my life at very significant times. I admire them all so deeply. There wasn’t a single hesitation, they were in and fully open immediately.
So, meet Anna, Nicole and Alhu, our Noble Yoga movement practitioners for Spring 2024. Let me share some of our story.
Anna Favager.
I met Anna when I was 3 months pregnant in 2020. Terrified to move on my mat through fear of losing our miracle pregnancy, Anna supported me in more ways than I will ever be able to articulate. In our early days of Noble Yoga product development, Anna was one of our product testers, giving feedback and really taking every product for a spin. The Hestia vest is also known as ‘The Favager’! Anna’s teaching comes from the heart, creating a welcoming space for others to find connection through introspection. With a strong focus on breath interwoven with creative, fluid sequences, her classes are an open space for all to explore the body, mind and heart.
Nicole Driscoll.
I met Nicole virtually in 2021, early post-partum when I was waiting for surgery. Like Anna, we never actually met in person until much later. Nicole has a gift in nudging me gently towards my edges. I’ve learnt so much from her teachings. Nicole’s students will confirm, that she embodies a beautifully calming energy. One where you feel welcome and at ease immediately. She also has a superb sense of humour and makes me laugh a lot.
And Alhu. I defy you to find someone whose tone of voice creates such a nourishing space. Her classes are strongly influenced by Mandala Vinyasa and Rocket, and these beautiful polarities create flows which are creative and fluid, and strong and structured. My first Mandala workshop with Alhu at Yoga Soul was a space of deep reflection, a very special experience.
Briefing our photographer Gemma on our vision was a joy. Gem, an open-hearted visual storyteller who is drawn to raw connection, emotion, movement, and light. It’s our third shoot with Gem, each shoot we move towards a space of true collaboration, trust and friendship. It’s a partnership I treasure, and she is both an inspirational businesswoman and mother. For the shoot we had a clear vision of working with strength, grace and connection and wanted to capture these values on film.
There was one more member of the team to find, a videographer. As a start-up business you have this incredibly long wish list of your dream shoot and of course, not everything is possible. On this occasion, the universe introduced Liam McKinney, he came into our Noble family through the incredible yoga world of connection. A photographer and filmmaker based in Manchester who puts an emphasis on telling compelling stories through stunning visuals. We met, we talked, we connected, and then we were off. A-team assembled! A team who shared the love of the outdoors, of yoga, of impeccable music taste, and the effortless capacity to openly collaborate.
On the day of the shoot, the creativity and the flow was palpable. Focus yes, but also freedom to move and to feel. To bring your creative prowess to the forefront, to be in your expression. Gemma and Liam effortlessly captured our products in perfect light balance. But most of all, it’s authentic and a real expression of Noble Yoga. Anna, Nicole and Alhu brought movement and life into our products, championing Noble Yoga. Together we built the next phase of Noble Yoga.
And here we are today. On the eve of launching our third product campaign that continues to evolve Noble Yoga forwards. A Noble Network that continues to grow, as slowly, our collaborative efforts appear in new feeds, handles and platforms.
We are 28 months since our launch. Thank you to everyone who has supported us from the beginning and continues to support us today. Nurturing a brand takes a tribe, and we are grateful for every single one of you.
