In Honour of Honayda’s Saks Fifth Avenue Debut, We Look Back at 5 of The Brand’s Most Noteworthy Milestone Moments
From dressing celebrities and royalty to presenting her collection at the inaugural Riyadh Fashion Week, the KSA designer has officially reached new heights: she’s the first female-owned Saudi brand to be carried by the famous department store
First London, now New York City!
Home-grown hero Honayda Serafi has made Saks Fifth Avenue history by become the first female Saudi designer to be stocked at the American luxury department store. A curated selection of the designer’s Cosmos collection (Spring/Summer 2024) is now available in-store and online.
This exciting news comes two years after Honayda made history with Harrods, joining forces with the iconic Knightsbridge shopping destination to unveil an exclusive curation of selected pieces from her A Charm from Afghan collection.
Loved by international A-Listers and regional royalty alike, it’s no surprise that Honayda’s global reach has expanded into North America – and we look forward to seeing more from one of Saudi Arabia’s most famous designers in the coming months. In honour of Honayda’s Saks Fifth Avenue debut we look back at five of the brand’s milestone moments here.
Honayda Serafi Founded her brand in 2016.
Quickly becoming one of Saudi Arabia’s ambassadors on the international fashion scene, the designer – who studied both at King AbdulAziz University in Jeddah and Parsons School of Design – started creating beautiful collections of luxurious ready-to-wear and evening gowns nearly a decade ago. Known for creating beautiful bespoke pieces, her brand quickly became the go-to for many international celebrities including Priyanka Chopra Jonas, Lupita Nyong’o, Salma Abu-Deif and Dorra Zarouk, to name a few.
Honayda Joins Forces With Harrods in the UK (2022)
Back in 2022 Honayda joined forces with Harrods department store, officially becoming the first Saudi designer to unveil a curated selection of pieces from her A Charm from Afghan collection.
HRH Princess Rajwa Wears Honayda To Her Pre-Wedding Henna Party (2023)
Ahead of Jordan’s royal wedding last year both Princess Rajwa (then Miss Rajwa al-Said, the bride-to-be) and her mother, Mrs. Azza Al Sudairi, wore two beautiful dresses by the Saudi designer to Her Highness’ henna party.
The Princess was all smiles throughout the event, a true picture of bridal bliss in her white and gold embellished two-piece Najdi dress, known as the Sahabi Thoub, while her mother attended the event in a teal embroidered abaya.
On Instagram the designer describes how Princess Rajwa’s henna party look bridged “the past and present, infusing the bride’s heritage in a fully handcrafted veil and dress flourishing through 3-D ornaments with a mix of silk, metallic threads and traditional reed strings featuring the iconic palm of the Kingdom of Saudi Arabia.”
“7 stars are exclusively featured in the veil, symbolizing the 7-pointed Jordanian star,” she wrote within a caption. “The veil pays homage to the couple’s eternal love story, in a famous verse of Tunisian poet Abu al-Qasim al Shabi translating the beauty of life at one’s sight.”
Honayda Takes The Inaugural Riyadh Fashion Week By Storm (2023)
Tapping model and Bazaar Arabia February 2020 cover star Halima Aden to walk in the show, the designer made history by being one of the first to her her brand showcased at the inaugural fashion week – while also bringing the modest muse out of retirement.
HRH Princess Rajwa of Jordan Handpicks Honayda To Design Her Silver Jubilee Look (2024)
The Princess wore a stunning red dress with matching cape to the festivities back in June. Having entered her third trimester, she looked fresh and joyful, the outfit’s bold hues highlighting the natural beauty of her milky skin tone and luscious, dark hair.
The look drew inspiration from the Kingdom’s rich heritage; the designer incorporated beading and the colours of the flag into the design.
“This regal bespoke look draws inspiration from Jordan’s vibrant traditions and timeless heritage, blending traditional artistry with HONAYDA’s signature silhouette and couture craftsmanship,” the designer wrote in the caption of a post she shared on Instagram of the outfit’s sketch.
“As a designer and creative director, HRH encouragement unleashed my creativity in designing the look, and her trust was a powerful motivator that fueled my passion and commitment to highlighting elegance, and cultural heritage together through our designs and sustaining them for future generations.”