Fashion has long been known to be a creative form of self-expression. In fact, research suggests that the clothes we wear can positively affect our confidence and our character too. Established in Bahrain in 2008, v 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 ever-evolving 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 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 long-term 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.
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!
