This article was published on February 3 and updated on February 9
NOAH's quiet, conscious approach to seasonal collections produces consistently quality clothing but sometimes imbalances the visual rollout. Just compare its stunning Fall/Winter collection imagery to the comparatively straightforward Spring/Summer stuff.
And that's not to say that there are even bad NOAH collections by any means, just that I'm more likely to be wowed by the lush cold-weather looks than the hot season snaps.
Spring/Summer 2022, available on NOAH's website, its flagship stores and stockists like Dover Street Market, is the exception that proves the rule.
Lush film photography captures NOAH's new round of cheeky prep, anchored by photo studio-style drapery in the background. When NOAH achieves this perfect presentation, as it does more often than not, its effortlessly cool clothing only looks that much better.
As for the garments on display in the SS22 lookbook, you've got a heaping helping of approachable fare made extra appealing by the nifty styling.
Gingham harrington over a striped shirt and floral tie? Yes, please! Flower-printed sweaters, perfectly relaxed jeans and saddle shoe-inspired Solovairs? Don't mind if I do.
Perhaps the strongest looks incorporate NOAH's easy tailoring, which amps up blazers and pleated slacks with slightly relaxed silhouettes and dresses them down with casual deck shoes.
NOAH also provides plenty of portside looks, shifting simple breton-style tops into a collaboration with Popeye, the surly sailor who turns 93 this year.
It's true that NOAH isn't merely a clothing brand.
After all, J.Crew didn't hire founder Brendon Babenzien just 'cuz he knows how to cut a good chore coat; it recognizes his ability to channel disparate influences into garments as affable as they are vital.
With its perfect photos, NOAH SS22's lookbook is the perfect display of Babenzien and his team's skills.