First showcased at London fashion week 2022, the noon by Noor collection comes into its own this spring. Pale Pinks, Mint Greens, Stone and Navy create a neutral base from which the brand plays with texture and form.

Noon By Noor designers Shaikha Noor Al Khalifa and Shaikha Haya Al Khalifa present precision engineered sportswear-inspired shapes and sculptural layers. Boxy oversized shirts meet chiffon and lace, layered over low slung pants or dresses

“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.

Simplicity of form, function and a clean precise aesthetic extends through to the photography and styling in this strong visual identity.

The collection is conceptually presented with a film that showcases a portrayal of sisterhood in the context of the home through sculptural gestures, touch and togetherness.

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 AmelieKöpf and Charlotte Köpf exclusive to Noon By Noor at London Fashion Week.“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” remarks Shaikha Noor Al Khalifa.

Founded in Bahrain in 2008 by business partners and cousins, Shaikha Noor Al Khalifa and Shaikha Haya Al Khalifa, the womenswear brand became the first GCC-based fashion brand to be invited to NYFW in 2013, where it continued to show prior to its shift to LFW in 2021.