Twin Peaks: The Bahraini Shaikhas Making A Case For ‘Matchy-Matchy’ Dressing with Your Kids
There’s a fine line between cute and cheesy when it comes to matching your outfit with your little one’s, but one regional brand is making sure you’ll never get it wrong again with its elegant new approach to coordinated dressing…
Noon by Noor is the brainchild of Shaikha Haya Al Khalifa and cousin Shaikha Noor Al Khalifa, who is mother to the twins who inspired the ‘Mini’ collection. The label meticulously merges refined tailoring with comfortable silhouettes for women to wear from day to evening – with the added bonus of shopping for a duplicate style and colour for the little ladies in your life, too.
The Sahara collection, that launched just in time for Ramadan, embraces both rich and softer hues alike, including clematis pink, rose red, deep ocean blue and buttercup yellow in chiffons, organza and beautiful cotton.
The Shaikhas from Bahrain, who set up the label in 2008, have designed a chic array of dresses with dramatic sweeping hems in cooling fabrics and jumpsuits with delicate pleated details and stylish wide-leg construction – it’s evening dressing with a loungewear feel. They sat down with Bazaar to tell us more about the Noon by Noor woman, the Bahrain fashion scene and working with family…
Tell us about the women you have in mind when you’re designing?
Shaikha Noor: The Noon By Noor woman asserts herself by dressing in a way that reincarnates her individuality. However, her self-assertion is by no means an imposition on anyone. She is confident being strong, yet open. She simply transcends boundaries.
Shaikha Haya: We design with versatility in mind, keeping options open for mixing and matching colours or shapes. One day, she may feel like wearing a dress, another day she may feel like wearing a pant suit. Regardless, she’s dressing for herself and we believe that is the reflection of the modern woman.
Fluid shapes in sunshine shades make up the collection shot in the UAE
What inspired you to launch the ‘Mini’ childrenswear line?
Shaikha Noor: This passionate venture is reminiscent of myself raiding my mother’s wardrobe. I was in awe of her closet, filled with couture gowns, beautiful handbags and jewellery – and would spend hours on end admiring it, which is why through Mini, we pay tribute to a new generation of luxe fashion. Today, I’m also a mother of two girls and two boys who inspired Noon By Noor Mini.
What’s the inspiration for the Sahara collection?
Shaikha Noor: Sahara was a tribute to the Arab culture of hospitality. The way you dress is often perceived as a sign of how much you value your guests; it’s like an implicit extension of your welcome to them. So, we tried to match the elegance of hosting with the fluidity needed to serve your guests.
Shaikha Haya: We were thinking about intimate at-home gatherings with one or two close-knit family members or friends [because of pandemic restrictions]. Or sometimes, when you’re at home and you just want to dress up to feel good and enjoy a cup of coffee and a moment of peace on your terrace.
What is it like to be a woman in fashion in Bahrain?
Shaikha Haya: When we first established Noon By Noor in 2008, we were among the first local fashion labels to launch with an international vision, and we later became the first GCC brand to be invited by IMG to showcase at NYFW in 2013. But for us, it’s genuinely never been about being first, but rather felt like a mission to inspire and serve as a helpful guide for the local fashion community. Because truthfully, we feel an indescribable sense of pride and happiness when we see Bahrain attributed to internationally recognised creativity – be it design, art or fashion.
Why is it important for young women to see you in a role that may feel unconventional to them?
Shaikha Noor: We want to break any norms, stereotypes or generalisations that may be holding back female ambition. We love to think that we’re setting an example for younger women who strive to start their own label or any entrepreneurial venture.
Shaikha Haya: We hope they’re able to define what success means to them and achieve it. Whether it’s building a business, a family, both or none, or maybe focusing on themselves – just set the target and go after it.
Tell us what it’s like working with a family member?
Shaikha Noor: Our work style is very open and collaborative. We have a great understanding of what we both want to achieve and we work very closely with our team to make it happen. In every step from sampling to final product, sales and marketing – we bounce thoughts off each other, challenge each other’s ideas and make decisions together while keeping the brand’s interest at heart.
Shaikha Haya: It’s definitely easy. There are no hard feelings; we are very transparent and feel extremely comfortable sharing our thoughts and opinions with each other. Although what I think helps our work relationship is the different design preferences that we each bring to the table. Noor often likes more structured and tailored pieces, whereas I often lean towards more relaxed and fluid silhouettes. The magic usually happens when we find a way to balance these two worlds.
How important is social impact to Noon By Noor?
Shaikha Noor: We love giving back to the community and we are currently working on distributing Ramadan food parcels to 50 households. We also mark Breast Cancer Awareness month with a donation-led edit, last year it was the ‘Pink Edit’ – in collaboration with Bahrain Breast Cancer Society. We also enjoyed making reusable masks at the start of the pandemic for the Bahrain Red Crescent Society.
Shop the Sahara collection at: noonbynoor.com
This article was originally published in Harper’s Bazaar Arabia’s May 2021 Issue. It was updated and republished on December 16, 2021.
