The media will have you believe that the modest revolution is only just beginning, but in fact major labels have been successfully forging the way for over a decade. Thankfully, it is now modest-wear’s turn in the spotlight, nourishing a world fatigued by ‘skin-flashing, nothing-left-to-the-imagination’ overload.
Home-grown, Bahraini brand, Noun By Nour, founded in 2008 by designers Shaikha Noor Al Khalifa and Shaikha Haya Al Khalifa is one of the brands who have been at the forefront of the changing aesthetic and with their commercial modest looks, it is clear that they are going to be an enduring driver for a more refined and elegant generation.
Cousins and friends since childhood, Shaikha’s Noor and Haya studied Fashion Design in the United States and after graduating, returned to Bahrain to bring their vision to life. The design duo has attested that, “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.” Their Fall Winter 2018 collection included sweatshirts of Bahrain’s starry night sky setting a poetic whimsical narrative expressed in Arabic script quoting “to the moon and back”
And ever since they returned to their homeland, they have stayed true to their roots, working hard to build the brand, until in in September 2012, Noon by Noor presented their Spring 2013 collection at New York Fashion Week. This landmark achievement marked the first ever GCC brand to be invited by IMG to present at New York Fashion Week. The brand has continued to show each season at NYFW with their most recent collection, Spring 2019 that was shown in September 2018.
For their spring/summer 2019 trip, designers Noor Rashid Al Khalifa and Haya Mohamed Al Khalifa drew inspiration, this time, from the Bahraini landscape of dunes, sea and sky resulting in a color palette of sand, pink sand and blue haze, with neutral tones of black and white mixed in. Colors worked as tone on tone in the textural palm print as well as the second print, a hand drawn stripe offered in a combination of two opposing color ways.
Overall, it was a collection true to their brand identity, their culture, and their approach to modernism. And, it is this modern, versatile, and feminine approach that has continued to inspire the world’s fashionistas including all the A-list celebrities. No matter your colour, creed or convictions, you can identify with the brand’s ethos of playfully bringing together masculine and feminine separates, essential to completing a contemporary wardrobe.
It is a joy to see Noor Rashid Al Khalifa and Haya Mohamed Al Khalifa continuing to blaze a trail in such a confident and organic way. Noon by Noor is the accessible beacon that the modest world needs, redefining the global perception of modest dressing and empowering women to reclaim their identities.