What can you tell us about your Fall 2022 collection? Shaikha Noor: Our Fall 2022 collection was one of our favourite collections so far. We brought the collection to life with plays of materials and textures and created interesting contrasts using colours, fabrics, and silhouettes – a clash of clichés. It has already received some great compliments from industry insiders and customers alike. As renowned fashion designers, what are your thoughts on emerging designers in the Kingdom and the rest of the region? How do you believe they compare to international designers? Shaikha Haya: There’s great design talent in the region and everyone has their own unique, awe-inspiring backstory. Local or International, both paths rely on powerful strategies and have distinct advantages. It’s a matter of realising a vision, setting goals, planning diligently and being patient. Success is a long game. What are your thoughts on fast fashion? Do you believe it has had an impact on high fashion? If yes, how so? Shaikha Noor: People are much more discerning - there are a lot of products out there and our customer today looks for style, quality and good business ethics. Fast fashion has a place in the market especially when customers mix pieces with designer or high fashion. But customers are much more aware of the impact of fast fashion on the environment today – much more so now than before and this is reflected in their shopping habits. What are your thoughts on the inclusivity of fashion for different body types and individual preferences? Shaikha Haya: Inclusivity in any form can only be a good thing and fashion should be for everyone, not just for one body type or age group. We want to feel that our clothes help our customers to be confident and be themselves. To dress up, to be seen, to say that they’re here in their individual way. Do you have any advice for those wishing to enter the industry and launch their own brand? Shaikha Noor: Consistency and hard work is really important. It’s not always easy, but when you get through the hard times, it’s always worth it. Shaikha Haya: Listen to constructive criticism; it’s part of any brand’s evolvement. Is there anything else you would like to add? Shaikha Noor: We encourage women to define what success means to them and achieve it. Whether it’s building a business, a family, both or maybe focusing on themselves – just set the target and go after it. Happy 25th Anniversary to Bahrain This Month! PEOPLE | interview September 2022 97 www.womanthismonth.com
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