Noon by Noor
SS25
Words By: Rebecca Jones
Images By: Fae Reid
On February 13, 2024, Noon by Noor debuted their Spring/Summer collection at London’s iconic Somerset House. Bathed in the soft glow of the autumn sun, the atmosphere was set as Fleetwood Mac’s timeless "Dreams" echoed through the space, introducing the first model onto the runway.
The collection drew its inspiration from the delicate interplay of light and shadow, paying homage to the pioneering photography of Man Ray and the innovative artistry of Katerina Jebb. This fusion of classic and contemporary influences was seamlessly woven into each piece, creating a captivating visual narrative. Founders and designers Shaikha Noor Rashid Al Khalifa and Shaikha Haya Mohamed Al Khalifa delved into the transformative power of light, exploring how it can unveil hidden layers and textures within their garments. This exploration resulted in a collection that artfully plays with transparency, reflection, and depth, revealing new dimensions of elegance as each piece interacts with the shifting light.
Noon by Noor’s use of translucent fabrics, layered textures, and subtle contrasts crafted a striking visual experience, celebrating the interplay of light and depth. The collection’s ethereal designs seamlessly captured the essence of illumination, offering a sense of fluidity and dimension that resonated with every movement. The incorporation of Irish linen, cotton poplin, techno tulle, wadding, and natural yarn blends lent the garments a sleek, lightweight quality. The silhouettes and structures of the pieces appeared thoughtfully crafted to embody both fragility and strength, striking a delicate balance between ethereal fantasy and grounded elegance.
The effortless fluidity of the garments, especially when in motion, allowed the layered fabrics and colors to subtly shift in and out of focus, creating a dreamy, ethereal effect. This graceful interplay enhanced the collection’s sense of movement, further blurring the line between reality and fantasy. However, the ethereal atmosphere of the presentation was not solely due to the garments. The models’ hair, slicked back tightly into buns with an abundance of gel, gave the illusion of wetness, as if they had just emerged from the sea to enchant sailors with their soft, captivating gazes and whimsical attire. Adding to this otherworldly allure were lilies placed delicately in some of the models' mouths, evoking the sense that they had stepped straight out of a fairytale, further heightening the collection’s dreamlike, surreal quality.
Noon by Noor’s design philosophy embraces a refined artistry, where timeless, wearable pieces are crafted with a delicate hand and adorned with exquisite details. This collection was a testament to that vision, showcasing a perfect harmony of understated elegance and meticulous craftsmanship.