Noon By Noor designers Shaikha Noor Al Khalifa and Shaikha Haya Al Khalifa showcased their Spring 2023 collection at an intimate presentation today at London Fashion Week.
The collection is realised in a simple and natural colour palette: Pale Pink, Mint Green, Stone, Navy and Ivory, leaving plenty of room to play on texture and form best appreciated in hand.
Utilitarian details and oversized shapes are infused with transparencies and elements of lightness and softness. Beautifully engineered sportswear-inspired shapes and sculptural layers sit alongside dresses and tops with dainty crisscross strap-tie open-back detailing. Subtle lingerie details are used throughout the collection.
Boxy oversized shirts and luxurious sheer tops in coated organza, or sometimes crinkle chiffons and lace are layered over dresses or paired with low-slung pants. Two floral prints in different scales and colours are cut in a range of versatile separates in modern shapes.
“We wanted to celebrate with this collection a moment of joy and innocence where fashion once again is a moment of pleasure,” said Shaikha Noor Al Khalifa.
“We think the Noon By Noor woman will have fun styling this collection. It is conceptually simple yet rich with unexpected details,” said Shaikha Haya Al Khalifa.
Extending the design concept of the collection into a deliberately understated yet classical set of imagery, the new season collection lookbook is documented in a stark white studio, allowing the garments to speak for themselves.
Clean yet striking, the lens focuses on the personality and attitude of the talent, allowing individuality and strength to take centre stage.
Complimenting it, the film showcases a portrayal of sisterhood in the context of the home. Through sculptural gestures, touch and togetherness, the film highlights the beautifully engineered collection details, layers and transparencies.
With no audible dialogue, subtitles, or linear narrative, a deep sense of trust is felt throughout the film, creating an air of authentic femininity that extends beyond the frame.
The designers worked alongside Art Director Sarah-Jayne Todd, Photographer and Filmmaker Esther Theaker, Stylist Hanna Kelifa and Casting Director Gabrielle Lawrence to craft the season’s visual media starring identical twins Amelie Köpf and Charlotte Köpf exclusive to Noon By Noor at London Fashion Week.
“Having reputable female creatives interpret our designs through their lens is inspiring,” said Shaikha Noor Al Khalifa. “We loved engaging with an all-woman team this season and are very grateful for everyone who has helped us bring our vision to life.”
Founded in Bahrain in 2008 by Designers Shaikha Noor Al Khalifa and Shaikha Haya Al Khalifa –business partners and cousins, Noon By Noor is a womenswear brand. In 2013, Noon By Noor became the first GCC-based fashion brand to be invited to NYFW where it continued to show prior to its shift to LFW in 2021.
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