Founded in 2008 by Bahrani cousins Noor Al Khalifa and Haya Al Khalifa, Noor by Noor has carved a distinctive niche in the world of contemporary fashion, blending effortless elegance with a refined, modern aesthetic.
Rooted in the rich heritage of Bahrain yet globally inspired, the brand is known for its feminine silhouettes, exquisite craftsmanship, and an understated approach to luxury. Over the years, Noor by Noor has gained international acclaim, dressing influential women and gracing the runways of London Fashion Week.
As pioneers in the Middle Eastern fashion scene, Noor and Haya have seamlessly merged traditional modesty with contemporary design, creating collections that speak to the modern woman—sophisticated, confident, and effortlessly chic. In this interview, fresh from the brand’s fall/winter 2025 runway show in London, the visionary duo share their journey, inspirations, and the philosophy that drives their brand forward.
You showcased your Fall Winter 2025 collection in London this month – tell us about the show and the collection.
We presented our Fall Winter 2025 collection on February 21st at Somerset House. This season was about balancing structure and movement, drawing inspiration from contemporary architecture in Bahrain, specifically, a four-story car park in the historic city of Muharraq, designed by renowned Swiss architect Christian Kerez.
You have been showcasing at London Fashion Week for many years. How does this platform serve the brand?
London Fashion Week has been great for us. It’s not just about showcasing our designs; it’s about connecting with a global network of buyers, press and creatives. It allows us to reach the right audience with the right exposure.
Prior to London Fashion Week we know you also presented the collection in Dubai – tell us a little about Noon By Noor in the Middle East and your clients here.
The Middle East is our home, and our clients here really appreciate exclusivity. Our recent trunk show in Dubai gave guests a private first look at our FW25 collection and the opportunity to pre-order pieces before showing in London. It was a success, and we’re excited to build on that momentum.
How do you feel the brand has evolved since the beginning?
It’s been an incredible journey. We started in 2008 with a small, intimate show for friends and family at The Ritz-Carlton Bahrain. Then, we became the first GCC brand to present internationally at New York Fashion Week before making the move to London Fashion Week. While we love experimenting with new materials and techniques, our essence remains the same: creating refined, timeless pieces with a modern edge for women who dress for themselves.
What is the current vision and direction for the brand, and what is your focus moving forward?
We’re growing in exciting ways. Recently, we’ve expanded our range to include accessories, introducing belts, hats and, for the first time in Fall Winter 2025, bags. We’ve also introduced new materials like denim in our Resort 2025 collection and are constantly pushing creative boundaries.
In your opinion, what’s the biggest challenge fashion brands are facing today?
Staying true to your brand while adapting to shifting consumer behaviour and global headwinds, and most importantly, recognising how to turn these challenges into opportunities and pockets of growth.
Looking to now, what can you tell us about the SS25 collection – the shapes, the materials, the silhouettes, etc.?
Spring Summer 2025 is all about layering and transparency using tulle, sequins and intricate fabric folds that create a soft, see-through effect. We were inspired by the surreal photography of Man Ray and Katerina Jebb, who played with light and shadow.
What do you think makes Noon By Noor stand out from its competitors, and what makes the brand unique?
It’s our attention to detail. From embellishments to intricate tailoring and shapes that tell a story, every element is considered. We also focus on craftsmanship. Each piece is made with precision in our Bahrain atelier using carefully sourced fabrics from around the world.
Despite being established in the Middle East, the brand has international appeal – how do you manage this balance?
We always design with a global perspective. The key is creating pieces that feel timeless and wearable, with subtle references to our inspiration.
Tell us about your creation process, from initial inspiration to finished product.
It all starts with inspiration, whether it’s architecture, art, or something we’ve come across during our everyday life. From there, we sketch, source fabrics and refine designs until we’re happy with every detail. It’s a hands-on process, and we’re involved every step of the way.
As female founders, what advice would you give women who are worried about following their dreams?
Go for it. Take risks, trust your instincts and don’t be afraid of challenges. Hard work and perseverance always pay off.
Who is a woman who inspires you?
We’re inspired by so many women. Strength, resilience and creativity are qualities we admire.
What’s the biggest lesson you have learnt?
That growth comes from challenges. Every experience, whether good or bad, teaches something valuable.
What else is in the pipeline for 2025?
More growth and expansion. We have projects in the works that we are excited to share with you soon.
