In a special moment for Saudi fashion, Honayda has become the latest label from the Kingdom to be displayed at Harrods. Come August 22, the brand helmed by creative director Honayda Serafi will be housed alongside renowned international fashion houses and established Middle Eastern labels including Zuhair Murad, Elie Saab and Yousef Akbar at one of the world’s most luxurious department stores located in London.
“It’s a proud milestone for the Honayda brand, that proves consistent efforts always pay off,” Serafi shared with Vogue Arabia earlier today, while discussing the special news. “I hope this inspires emerging brands and the talented Saudi designers to keep working hard and keep aiming high.” Fans of the Saudi brand, and new customers, can now find Honayda’s curated selection of exclusive pieces from its ‘A charm from Afghan’ collection in the evening wear section of Harrods, located on its first floor. The dedicated area of the shopping hotspot takes inspiration from the Fall/Winter 2022 collection’s vibrant colors, and the brand’s identity, making it hard to miss.
This marks another significant milestone for Serafi’s brand, whose powerful and sculptural pieces are rooted in her Saudi heritage and have come to be loved by celebrities from around the world. Some of the biggest names to have made headlines in her creations include Priyanka Chopra Jonas, who wore a white pleated jumpsuit and cape to the 2020 Cannes Film Festival, and Lupita Nyong’o, who wore a structured suit to the world premiere of Us in 2019. Her designs are also a red carpet favorite among celebrities from the region, including Dorra Zarrouk, Yousra, and Hend Sabri.