Noon By Noor

Noon by Noor’s modern aesthetic and ethos fuses understated luxury with a sense of self-assured femininity. Relaxed silhouettes and intricate details combine with a deep appreciation of masculine dress codes, to create signature pieces: a perfectly tailored blazer and oversized shirt, fundamentals that continue to define the designers’ vision.

Established in 2008 by Bahraini cousins Shaikha Noor Al Khalifa and Shaikha Haya Al Khalifa, Noon by Noor’s design philosophy lies in true artistry with a subtle hand, where timeless wearable pieces are constructed and adorned with exquisite details. Precise yet relaxed crisp-cotton shirts that riff on masculine codes are worn under immaculately structured tailoring and paired with impeccably cut trousers. The brand sources the very finest quality fabrics and materials – understated yet truly luxurious, as embodied by delicate, cobweb-like knits – provide a tactile wearability, best appreciated in hand.

The designers made their London Fashion Week debut recently, presenting Collection 2 titled “Light” at East London's Rochelle School, home of artists and architects. For Shaikha Noor Al Khalifa, “A photograph of Bahraini pearl divers in their sarongs gently gathered and tied at the waist, mixed with dreams of summer sunshine, holiday memories and flowers was the start of our spring collection development. We selected our fabrics, mixing different scales of checks from ginghams to madras, alongside bold stripes in lime-ivory, pinkivory and grey-ivory.”

“Beautiful poplins, jersey, washed cottons, coated linens, silk voiles, organza, tulle and canvas all reflect the idea of light. Sometimes two or three of these fabrics are combined into one garment,” said Designer Shaikha Haya Al Khalifa. Keeping the silhouette chic and clean, the designers maintained the codes to which they are drawn, mixing structure with cuts and details of men’s clothes alongside feminine dresses and separates. Embroideries of the brand’s signature florals reemerge with sprigs of colour, as well as white-onwhite traditional mirror work embroidery, which sparkle in the light as the garment moves.

Referencing the clashing ‘80s and ‘90s maximalism, the Spring 2022 campaign photographed by Polly Brown plays with hard shadows and coloured light spilling across the scene, making each of the 19 looks glow with a richly beautiful aura.