NOVICH
FASHION WITH INTENTION
www.novich.com.au
In a world full of noise and fast trends, NOVICH brings it back to what matters: intention, elegance, and authenticity. The made-to-order label, founded by Melbourne-based designer Tia Durtanovich, focuses on slow fashion done right. NOVICH pieces are designed with care, created with purpose, and worn with confidence.
The brand began as a uni project while Tia was studying fashion design at Curtin University in Perth. “I loved the idea of using my last name, but it didn’t roll off the tongue,” she explains. “I played around with it and landed on NOVICH.”
Tia always knew she wanted to design clothes. “Some people study fashion to work in marketing or business, but for me it was always about designing. I wanted to make things I’d actually wear.”
Made by Women, for Women
NOVICH specialises in resort and evening wear - but not the kind you’ve seen a million times. Minimal, timeless silhouettes that sit beautifully on the body, with the right balance of elegance and seductiveness.
“I love playing with proportions,” Tia says. “What’s covered versus what’s not. For me, the most powerful outfits are elegant and refined at the same time.”
Each design is rooted in the female gaze. There’s a confidence in how the pieces are worn, and it’s intentional. “You’re not dressing for anyone else. You’re dressing for yourself,” she adds.
Made Just for You
Everything at NOVICH is made to order, using fabrics sourced locally in Melbourne. “I was running the business from Perth at first, but all my fabric came from over east anyway. Being in Melbourne now makes the process so much smoother and way more inspiring,” Tia says.
Most pieces are shot in one sample colour, then made in the customer’s chosen colour, fit, and length. “People can choose custom strap lengths, hemlines, whatever they need,” she explains. “If they want to see the fabric, I’ll send out swatches. It’s super personal.”
This personal connection is at the core of her brand. “Most people chat with me before they even order. It’s not just a transaction - they want advice, they want to feel seen. I love being part of those special moments.”
A Slow Build
NOVICH really took off during COVID. After losing her job, Tia decided to take the leap. “I didn’t feel ready, but I just had to trust it. I was selling outfits for $100 at the time, just posting on Instagram. It grew from there.”
She worked part-time at retail stores and ran NOVICH on the side - until the orders started to take over. “It got to the point where my day job was taking time away from the business. So I quit. Even though I wasn’t financially ready, I just knew I had to back myself.”
Her move to Melbourne was driven by instinct. “I’d never lived here, but I had this feeling it was where I needed to be,” she says. “And it’s worked out - it’s the best thing I’ve done for the brand.”
Ethical. Timeless. Elegant.
We asked Tia to sum up NOVICH in three words: “Ethical. Timeless. Elegant.” We couldn’t agree more.
Her designs feel current without chasing trends. Whether they’re shot poolside in Bali or against a gritty Melbourne backdrop. They carry the same energy: strong, minimal, confident.
“I don’t care if you’ve got 10 followers or 100k,” she says. “If you’re doing something real - if you care about your craft - I’m into it.”
NOVICH is more than a fashion label. It’s a slow, steady return to care. Clothing made with love, by someone who truly lives her vision.
