When Bela Shehu enters the room, you look, you’re not sure why but you’re eyes are glued. The 31-year-old designer’s effortless attitude and waif-like figure create an aura of unexplainably cool energy. She’s the kind of girl you see at a bar and want to be friends with. So it makes perfect sense that she would start her own clothing line. Born in Albania, Shehu’s clothes reflect an edge, but a soft edge. The austerity is out of necessity yet never lacks a fondness for vitality. A visit to her studio is like walking down the glitter-brick road, with samples hanging in one corner and a Degas sketch in the other. Her line, Nino, mixes shape-less silhouettes with masterful cuts and draping. It’s as if the most fabulous girl you’ve ever met moved to Berlin and got even cooler. The collection offers an array of pieces, like tank dresses in wool and nylon and capes and jackets galore. It makes you want to stay up late, drink champagne, and give attitude.

Tell me about your new line Nino
The brand started as the project that I would go to as a creative outlet when I was having demanding days. Slowly it turned into this entire collection that I had to share with like-minded people. The line has been greeted with huge excitement from the fashion devotees in Philadelphia and New York City, and I couldn't be happier.

If you had to sum up NINO in 3 word what would they be? 
Understated, forward, confident.

What inspired you to take the leap and start your own collection?
I had my own line when I had the boutique (bSHEHU) on 13th street. It was a lot of fun as well as a great deal of work. After four years I really wanted a break, and that's when I started designing and developing for start up apparel brands (www.shehu.net). This last year has been really special for me in a lot of ways and that resulted in this river of creativity that I had to express my own way

What's SHEHU? What do you guys do?
SHEHU is a boutique design & development company catering to start up apparel brands. We provide our clients with market research, brand strategy, storyboards, product development services (pattern & sample making) and production.

Who is your girl? What does she do? Listen to? Read?
She's an independent thinker. She doesn't follow. She listens to what makes her lips curl and her shoulders move and reads Aristotle's stream of consciousness. 

What sartorial advice will your collection offer? 
Genuine finesse. It will be very difficult for women to follow trends once they've experienced the confidence that comes with wearing Nino.

If you had to give the world 1 style tip, what would it be and why? 
When building your wardrobe, pick pieces based on how the garments make you feel versus how they look or how they're priced. You'll enjoy the pieces longer this way, because you'll never get tired of that feeling, and there will be no price tag that will equal the joy of owning something that makes you feel grand.

What do you think of Philly style?
It's pretty poor. Sorry.

Is there anything you see on our streets that makes you want to curl up and die?
Young girls who can't walk in heels but insist on wearing them. It's painful.

What's your style like? Do you design for girls like yourself?
My style depends greatly on my mood. I will put on whatever will generate the feeling I'm going for that particular moment.

You grew up in communist Eastern Europe, now you're a fashion designer, it seems like your life has ton of chapters. Does everything factor into your designs or do you prefer to keep the past behind you?
I don't think I would ever be able to look my past somewhere safe where it wouldn't effect me any longer. It's part of my make-up therefore I wouldn't be surprised if it's obvious in my designs as well.

You're kind of Philly fashion's jack-of-all-trades, anything else up your sleeve?
I just can't believe that I do what I do for a living in this city - I'm beyond lucky! My only goal is to continue to have the opportunity to make this city just a little better looking and spread hope throughout the creative community.

Photo Credits
Photographer: www.pokerfacephotography.com

Stylist: Max McCormack

Models: Lee Minora, Shar Scott, Kathryn Sullivan.

All clothing by Nino.

Jewelry, shoes, and accessories courtesy of Vagabond and Shimmer and Spice.