Noon by Noor Pre-Fall 2018. Courtesy of Noon by Noor
Bahraini-based brand Noon by Noor is not showing signs of tailing off the end of 2017 with a few solitary social media posts and a vanilla look book. Far from it, founding designers Shaikha Noor and Shaikha Haya Al Khalifa exclusively reveal on Vogue.me today the first few peeks at the Pre-Fall 2018 collection that sees the brand look as crisp, confident, and laser-focused on quality as ever before. Here Noor and Khalifa speak to the fashion desk about what’s in the pipeline for the new year, discuss hemlines, and staying true to their heritage while showing in the Big Apple.
Noon by Noor Pre-Fall 2018 mood board, exclusive to Vogue Arabia. Courtesy of Noon by Noor
What is next for the brand?
Our brand is inspired by our stories, and as our lives change and evolve, it undergoes a natural course of progression. All we can reveal for now is that we are working on an incredibly exciting new project, which will offer a brilliant extension to our brand.
How has the new collection evolved the brand’s conversation with style?
For Pre-Fall 2018 we wanted to focus more on fabric, the quality of cloth, and woven surface designs. Our collection is rooted in classic masculine shape, yet woven in feminine fibre combinations, and accented in delicate details, creating the perfect balance of masculine and feminine.
Noon by Noor Pre-Fall 2018. Courtesy of Noon by Noor
Which piece from the collection are you most proud of?
We’re very proud of the entire collection, but one of our favorite pieces this season is our grey embroidered Toyah coat (first image in the feature).
Noon by Noor Pre-Fall 2018. Courtesy of Noon by Noor
Will you be changing your business model considering the switches happening in the industry?
We are always alert to what’s new and on the horizon within the industry. It’s always important for the business to assess and evaluate these changes and see if they fit our brand and whether or not they parallel the direction we are taking. For now, we are very happy with where things stand and hope that we can continue to move with positive momentum.
Noon by Noor Pre-Fall 2018. Courtesy of Noon by Noor
If someone is new to the brand, which piece from the collection would you suggest they invest in first to kick-start their NBN capsule wardrobe?
Our Helen shirt is one of our best sellers; it’s a timeless wardrobe staple that can complement any outfit. It’s a classic crisp shirt with a mannish fit, yet is always accentuated with delicate, feminine details. We revamp it almost every season, reintroducing it in different fabrics, colors, prints, or embellishments.
Noon by Noor Pre-Fall 2018. Courtesy of Noon by Noor
What ties to Bahrain do you maintain in the brand now it’s increasingly global in its outlook and sphere of influence?
Our country, Bahrain, will always serve as the backbone for our inspiration. Whether through the influences of nature, history, or tradition, we exhibit a modern take on these elements, and present it to the global market with timeless appeal.
Noon by Noor is stocked at By Symphony, Dubai; Tryano, Abu Dhabi; Off White Boutique, Montpellier; Peri A, Los Angeles; Chegini, Austria; Elizabeth Charles, San Fransisco; Azalea, San Francisco; L’Appartement, Moscow.
Related Read: Noon by Noor Resort 2018
