Since its founding in Bahrain in 2008 by cousins Shaikha Noor Al Khalifa and Shaikha Haya Al Khalifa, Noon By Noor has been one of the region’s most successful exports.
The brand has always stood out for its distinct blend of understated luxury and contemporary femininity, a vision that has carried it from its Gulf roots onto the international stage. From its earliest collections, Noon By Noor has been defined by a philosophy of “elegance through simplicity,” creating pieces that feel both effortless and deeply considered, resonating with women who value timeless design over fleeting trends.
For Shaikha Noor and Shaikha Haya, Bahrain remains central to their story. They have consistently drawn on their heritage as a source of inspiration, weaving elements of architecture, culture, and natural light into their collections. This balance was central to their Fall/Winter 2025 collection, which explored the dialogue between structure and fluidity through references to Bahraini architecture. The collection captured Noon By Noor’s core identity: refined, minimal, yet quietly bold.
Most recently, Shaikha Noor and Shaikha Haya presented their Spring/Summer 2026 collection, “Mirage,” at London Fashion Week. This marked the latest chapter in their ongoing dialogue with the city, which they describe as their “second creative home.” The collection embraced lightness and fluidity, with fabrics shimmering like desert heat and a colour palette inspired by the Bahraini landscape.
As Noon By Noor continues to expand thoughtfully on the international stage, Shaikha Noor Al Khalifa and Shaikha Haya Al Khalifa remain committed to a design philosophy that celebrates heritage while shaping modern femininity worldwide. Here we find out more.
Noon By Noor has become one of the region’s most celebrated fashion houses. How would you describe the brand’s DNA today, and how has it evolved since its inception?
Shaikha Noor: Our DNA has always been rooted in understated luxury and self-assured femininity. Over time, we’ve refined that into a language of ease, precision, and timeless wearability. The tailored blazer, the oversized shirt, these remain our signatures, but each season we reinterpret them through new fabrics, volumes, and cultural references.
Shaikha Haya: What has evolved most is our confidence in knowing who the Noon By Noor woman is. She appreciates simplicity, but never at the expense of detail or artistry. We’ve grown more intentional, but the essence remains the same: effortless, modern, and deeply personal.
What is the philosophy behind Noon By Noor, and how do you balance global appeal with staying true to your Bahraini roots?
Shaikha Noor: Our philosophy is “elegance through simplicity.” We believe in clothing that feels instinctive yet carries layers of thought in construction, detail and craftsmanship.
Shaikha Haya: Bahrain is central to our identity. It’s in our upbringing, our architecture, our memories. Even as we design for a global stage, that influence naturally flows into our work. Whether it’s the balance between structure and fluidity in Fall Winter 2025 inspired by Bahraini architecture, or the desert light in Spring Summer 2026, our roots give us a perspective that feels unique yet universally understood.
You’ve often spoken about elegance through simplicity. How do you translate this ethos into collections season after season?
Shaikha Noor: It’s about clarity. A collection should feel like a good book; easy to understand, precise and free of unnecessary noise.
Shaikha Haya: But simplicity isn’t minimalism; it’s refinement. Each season we experiment – fraying tweeds into new textiles, or splicing a raincoat with macramé belts – but always with restraint, so the pieces whisper quietly yet leave a strong impression.
Noon By Noor is a proud Middle Eastern brand with a global presence. How important is the region to your identity and design process?
Shaikha Noor: Hugely important. Our heritage shapes our sensibility. The balance between tradition and modernity, modesty and femininity.
Shaikha Haya: At the same time, the Middle East is no longer only a source of inspiration; it’s also a platform. Women here are confident, bold and fashion-literate. Designing from the region but speaking globally is part of what makes Noon By Noor authentic.
What role does the Middle Eastern woman play in inspiring your collections?
Shaikha Noor: She’s integral. She embodies duality, rooted in tradition but cosmopolitan, modest yet daring. That paradox inspires silhouettes that reveal and conceal, tailoring that is strong but fluid.
Shaikha Haya: And beyond aesthetics, it’s her confidence. She dresses for herself, with conviction. That’s the spirit we always want to capture.
Do you feel the fashion landscape in the Middle East has changed in recent years, and how has that influenced your brand’s growth?
Shaikha Noor: Absolutely. There’s a stronger infrastructure now. Regional retailers, international press interest and platforms for designers.
Shaikha Haya: It’s also about perception. Middle Eastern brands are no longer seen as niche; we’re part of the global conversation. That recognition has reinforced our decision to show consistently in London and position Noon By Noor as a house with both local pride and international relevance.
Can you talk us through the inspiration and creative direction behind the FW25 collection?
Shaikha Noor: Fall Winter 2025 was inspired by Bahraini architecture, specifically Christian Kerez’s car parks in Muharraq that transform into cultural spaces. We wanted to explore the contrast between structure and fluidity, past and present.
Shaikha Haya: That idea of balance has always been our creative direction: sharp tailoring softened by drapes, strong shoulders offset with slices that reveal the skin, a collage of generations. It’s a dialogue between precision and emotion.
Which fabrics, silhouettes, or details define this season’s pieces?
Shaikha Noor: We worked with double crepe, wool tweeds, silks, and bonded cottons.
Shaikha Haya: Silhouettes focus on sharp shoulders, defined waists and draped bodices. Our only embellishments were created from fabric itself, like frayed tweeds re-applied onto tulle to form new textiles. That spirit of craft and innovation defines Fall Winter 2025.
Are there particular looks from the collection that you feel perfectly capture Noon By Noor’s spirit this season?
Shaikha Noor: The sculptural jackets with cut-outs epitomise our play between strength and softness.
Shaikha Haya: And the dresses layered with frayed tweed-on-tulle embody our philosophy of simplicity elevated through craft. They feel bold yet quiet, unmistakably Noon By Noor
Your SS26 presentation just took place in London. What excites you most about returning to this fashion capital?
Shaikha Noor: London has become our second creative home. The city embraces diversity and gives space for independent voices, which is invaluable for us as Middle Eastern designers.
Shaikha Haya: Each time we return, it feels like a continuation of a story. London allows us to show Noon By Noor on our terms: intimate, thoughtful yet global.
Tell us about the latest collection presented at LFW.
Shaikha Noor: Spring Summer 2026, “Mirage,” is about capturing beauty in fleeting moments – the shimmer of fabric in the desert light, silhouettes that appear and disappear.
Shaikha Haya: There’s fluidity, lightness and a palette that feels familiar, like home – desert khakis, Bahraini red, white, pale gold and cherry blossom pink. It’s delicate yet bold.
How do you approach designing a show for a global stage while keeping the brand’s Bahraini identity at its core?
Shaikha Noor: We approach each show as storytelling. The fabrics, the colours, even the soundtrack are woven with references from Bahrain, but presented in a way that resonates universally.
Shaikha Haya: For us, it’s not about broadcasting identity; it’s about embedding it naturally. A desert memory, an architectural detail, a musical rhythm – these become part of the design language.
What message do you hope the SS26 show in London will convey about Noon By Noor’s direction and future?
Shaikha Noor: That Noon By Noor continues to evolve with clarity and conviction, while remaining deeply personal.
Shaikha Haya: And that we’re committed to celebrating femininity in all its forms –strength, fragility, confidence. Spring Summer 2026 is about freedom, about women dressing with ease and magnetism.
As Noon By Noor continues to expand, what are your ambitions for the brand in the coming years?
Shaikha Noor: To keep building a house with integrity where craft, storytelling and authenticity come first.
Shaikha Haya: And to expand thoughtfully, deepening our presence in key markets, but always staying true to our DNA. Growth is important, but so is legacy.
