Fashion has long been known to be a creative form of selfexpression. In fact, research suggests that the clothes we wear can positively affect our confidence and our character too. Established in Bahrain in 2008, Noon By Noor is an exquisite brand that has produced impeccable collections that encourage this self-expression. This month, Farah Baig speaks to the visionary designers behind the brand Noon By Noor, Shaikha Noor Al Khalifa and Shaikha Haya Al Khalifa, who share their brand philosophy, their thoughts on fashion and design, and exciting announcements for the brand. Noon By Noor is a brand which stems from two designers. How do you believe your individuality and similarities have influenced the brand? Shaikha Noor: We have a common understanding of our goals and work very closely with our team to achieve them. From sampling to the final product, sales and marketing – we each have something to add and feel comfortable challenging each other’s ideas and making decisions together with the brand’s interest at heart. How would you describe Noon By Noor? Shaikha Haya: Noon By Noor is a women’s fashion label that delivers an everevolving perspective on what women’s clothing should give us - mixing heritage and novelty on a foundation of luxury and self-assured femininity. What is the design philosophy of Noon By Noor? How would you describe the woman who wears Noon By Noor? Shaikha Noor: At the heart of our philosophy are the women who wear our clothes; individuals of style and substance who value quality as well as a fresh and intelligent design perspective, and, who themselves, exist to make a difference. Whether she’s throwing on a liberally embellished jacket over a slip dress or working a vintage wedding dress, she does not shy away from creativity in the service of self-expression. Since launching Noon By Noor in 2008, how has the brand grown? Shaikha Noor: It's been an incredible journey. From the first-ever collection that we presented to an intimate group of family members at The Ritz-Carlton Beach in 2004 – before we even launched Noon By Noor – up to our New York Fashion Week runway shows and now, our London Fashion Week presentations, it’s been a slow and steady ride up. We’re grateful for every step of the way and the unwavering support we’ve received from my mother, Her Highness Shaikha Lulwa bint Khalifa bin Salman Al Khalifa, since day DESIGNING FOR WOMEN OF SUBSTANCE PEOPLE | interview September 2022 www.womanthismonth.com 96 one. She has in great part inspired the brand, and her unconditional support is what keeps pushing me forward. Would you say that there have been changes in how people approach fashion since you launched your brand compared to now in 2022? Shaikha Haya: Customers are more aware and more open to all sorts of styles and ideas now than they were when we first launched. Mostly it's down to the speed of communication through social media, the internet, and a younger emerging generation of critics and influencers. Fashion is always a reflection of what’s going on in the wider society; customers are seeking out smaller brands like ours with personality and creativity rather than sticking to only historically established brands worn by previous generations. What would you consider to be the most significant achievement of Noon By Noor since its establishment? Shaikha Haya: Our brand longevity. With over a decade of history and previously showing at NYFW, we emerged from the global slowdown of 2020 with a renewed sense of focus and preparedness for London Fashion Week. We elevated not only our offering, but also our campaign and communication around the collections as well as our e-commerce experience. We’re very proud of the path we’ve charted out for Noon By Noor. What are your short-term and long-term goals for Noon By Noor? Any exciting announcements we can share with our readers? Shaikha Noor: Our goals are always longterm with short-term actions that work towards them. Being recognised and stocked internationally in the UK and Italy, since we took the opportunity to refresh and revalue our collection offer due to the pandemic, has been an achievement, as well as growing our home market stockists. Shaikha Haya: We are looking forward to our launch of resort wear for a new branch of Noon By Noor at the end of the year and the relaunch of our girlswear line early 2023. Currently, we are working with a fantastic creative team internationally to produce the assets for our London Fashion Week showing this month.
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