When Bahraini cousins Shaikha Noor Rashid Al Khalifa and Shaikha Haya Mohamed Al Khalifa started their brand Noon by Noor in 2008 they wanted to create something that would celebrate the individuality of women.
While their brand has grown, their unwavering commitment to making women feel beautiful in their designs remains unchanged. Now in its 16th year, the brand may have grown far beyond the Middle East, but the founders have not forgotten their roots. While keeping the brand’s headquarters and production in Bahrain, they have successfully managed to balance global expansion while remaining loyal to their home country.
Combining modest designs with a modern aesthetic, the brand has successfully positioned itself in a market that is inclusive to all women, offering versatile pieces that are flattering and comfortable. Relaxed silhouettes and intricate details combine with a deep appreciation of masculine dress codes, to create signature pieces: a perfectly tailored blazer and oversized shirt, fundamentals that continue to define the designers’ vision. Earlier this year, Noon by Noor presented its Spring Summer 2024 collection in London. It was an array of well-made pieces for today’s modern woman. As the collection arrives in stores we find out more about what’s still to come for the brand.
Tell us about the vision and direction for Noon By Noor today.
Shaikha Noor: Our vision and direction remain the same: to create a brand that embodies timeless design, artistic innovation, and a celebration of individuality. We will continue pushing boundaries in fashion, inspiring confidence and empowering individuals to express their unique style, while representing our hometown on a global stage.
Can you tell us about your SS24 collection?
Shaikha Haya: The Spring-Summer 2024 collection is titled ‘Moonlit’. In this collection, we exclusively used fabrics in white and black tones, focusing on light and bold shapes and textures, ranging from silk voiles and tulle to metallic woven cotton. We shot our Spring-Summer 2024 collection under the moonlight on location in Bahrain, and it was a beautiful moment that we truly loved.
The FW24 collection, which debuted in London, felt as if it was a new chapter for the brand tell us about this.
Shaikha Noor: The Fall Winter 2024 collection presented in London during LFW was a new approach for us as a brand. In the past, we have done both shows and presentation formats, but this time, we opted for a hybrid approach. We showcased five-minute-long shows over two hours, with models walking among the audience.
Shaikha Haya: This setup allowed people to interact with the collection and be up close and personal with it, leaving no room for hiding or mistakes. Everything was visible, making it quite a challenging process. Our intention was to make our audience feel like an integral part of the experience.
Can you share more on the brand here in the Middle East and why it is an important market for you?
Shaikha Noor: The Middle East is our home, and it’s where we began our collections. Even now, we produce 99 per cent of our products in Bahrain, employing over 20 talented individuals in our workrooms. We’ve witnessed the region’s market thrive, and opening our first Noon By Noor boutique at The Ritz-Carlton in Bahrain earlier this year was a thrilling milestone.
Who is the woman you design for today?
Shaikha Haya: The Noon By Noor woman is a mother, a boss, and a loving partner. As a modern woman, she has many roles to fulfil. She dresses to express her unique style, embracing fashion as a means of self-expression.
Tell us about the brand on a global level and where we can expect more growth over the coming years.
Shaikha Noor: We are currently selling internationally and expanding with each passing season. Our priority is to continue our global growth trajectory. Meanwhile, we also plan to increase our focus on our home market.
What’s the biggest challenge you face as a brand today?
Shaikha Haya: Our biggest challenge is maintaining focus and consistency in a constantly evolving climate. We’re fully committed to staying true to our identity, even as we adapt to changing trends and consumer preferences. It’s all about striking that delicate balance between staying authentic and being responsive to the dynamic fashion landscape.
What are your thoughts on the growing fashion industry in the Middle East?
Shaikha Noor: It’s exciting to see the increasing international attention towards the Middle East fashion industry. The region is bursting with vibrant talent, and platforms like Fashion Trust Arabia, Dubai Fashion Week and Riyadh Fashion Week provide emerging talents with incredible opportunities to showcase their capabilities to the world.
What would you still like to achieve with the brand that you haven’t done yet?
Shaikha Haya: Growing the brand further at home and abroad is the ultimate goal. Creating a Noon By Noor community that stretches from East to West. We want to reach more people, connect with them and foster a sense of community that transcends borders.
What is your first memory of fashion?
Shaikha Noor: It goes back to our younger days when we used to travel with our mothers to Paris. We would tag along with them as they walked down iconic streets like the Champs-Elysées, Avenue Montaigne and Rue Cambon.
Shaikha Haya: We were so young and filled with wonder as we entered the grand doors of haute couture houses and picturesque designer boutiques. We were fascinated and deeply inspired, it sparked our love and fascination for the world of luxury fashion.
What advice would you give to aspiring designers and female entrepreneurs?
Shaikha Haya: Believe in yourself, follow your passion and embrace the journey. Surround yourself with support, seek mentorship and keep learning. With determination, you can achieve great things.
What is a message you would send to our readers?
Shaikha Noor: Success is personal. It could mean building a business, starting a family, or focusing on personal growth. Define what success means to you and make it happen.
