Nicole Murray created her own consulting group N-OVATIVE in order to share her creative direction with multiple brands.
Nicole's skills involve researching and identifying relevant cultural and luxury trends for inspiration, including competing brands, fashion influencers, and consumer market trends. She creates Denim brands by finding the whitespace in market.
She created the brand Dollhouse.This was the first junior street wear collection that was at an affordable price point while being inspired by street wear, music, and culture. The key item that defined the brand and built the business was the invention of the “Pulp” pant. This cropped micro-flare pant was sold in trend setting specialty stores such as Scoop, all the way to department stores such as Bloomingdales and Nordstrom.
Nicole then created a retro sneaker inspired collection called NM70. The line was designed as a rebellion against the sea of black leather dress shoes that were flooding the market. The collection was launched in her New York downtown studio where she threw a launch party with her DJ friend Raquel Bruno of Drive entertainment. While there was dancing in on room, the collection was viewed and sold in the other room to top specialty store that helped grow the brand. The line was sold to Nordstrom, Bloomingdales, Topshop, Office and top retailers around the world. The trendsetting celebrities such as Gwen Stephanie, Bjork, Ad Rock from the Beastie boys, and Christina Aguilera were among her followers.
Mossimo contacted NM year later to work with him on his accessory and footwear line for Target. Mossimo was the first “Designer” brand to be featured in Target. NM worked with Mossimo for 4 years and eventually headed his entire apparel and clothing operation with Target. She lead the design team and and grew the business from $ 865 million to $1.6 billion in retail sales. Mossimo was then sold the brand for 1.32million to Iconix.
Years following, NM worked with Ag jeans, Lucky Brand, Anthropologie, Free People, Urban Outfitters, and Jones New York to continue to focus on building Denim collections and Casual clothing collections for the contemporary market.
N-ovative Design Group.