For Noon by Noor designers, Shaikha Noor Al Khalifa and Shaika Haya Al Khalifa, contemporary femininity proves to be more than girlish silhouettes and softened aesthetics. Founded in 2008 by cousins and friends, Shaikha Noor and Shaikha Haya were a fixture on the New York fashion week schedule, until last February, when Noon by Noor made the move to London. For their AW24 show, they embraced the London backdrop, showing their collection at Somerset House, itself layered with rich artistic associations. The mini trench coats, monochromatic cherry red looks and woollen hats infused the show with a sense of a chic - this is a a collection that will manage to make you look chic while dodging London puddles! 

Why do you do what you do? What keeps you motivated to keep creating fashion collections? 

Shaikha Noor: We do what we do because we love it. As designers, we have the privilege of working in an industry where we can express our dreams, our emotions, our joie de vivre–creatively. 

Have you found a technique, or a supplier, or a contributing craftsperson that has excited you to incorporate into your new SS25 collection?

Shaikha Haya: Each season we challenge ourselves in some way. For Spring Summer 2025, we wanted to work with fabrics that we don't normally use. For example, tulles and sequins, but create a collection that feels both modern and unexpected. 

Shaikha Noor: The hand of the craftsmen and women that work in our atelier both in Bahrain and in London, are a constant inspiration. With the level of detail and finish executed with each piece, they help us elevate the ordinary into the extraordinary. 

How do you keep healthy and energised in the runup to showing your new SS25 collection?

Shaikha Noor: We laugh a lot with our team; it's important to keep a sense of humour during those stressful moments. Surrounding ourselves with fresh orchids helps too. 

Over the past few challenging years - with Brexit, post-Covid, with the retail landscape a bit of a mess - how have you thought about what you make and how to make it connect with your customer?

Shaikha Haya: When situations are challenging, it's always important to adapt. Over this period, we took the opportunity to restructure and rebrand, taking a year off from designing collections to focus on our business model and relaunching at London Fashion Week with Spring Summer 2022. 

Are you TikTok or Instagram? And why? 

Shaikha Noor: Instagram. I just find Instagram more fun because it has everything—videos, reels, stories and of course, photos. 

Shaikha Haya: I find myself spending more time on TikTok. I love the shorter videos and content like GRWM and organising tips—it’s just so much fun to watch.

Give us a link to a site you make sure to check out every day that isn't the news! 

Shaikha Noor: Wordle and of course Noon by Noor!

If you had to recommend one product from your newest AW24 collection to buy, which would it be and why?

Shaikha Haya: The Harley Street Coat in moss green mohair, complete with the matching hat! We have a selection of beautiful coats and raincoats for FW24, which are perfect for our winter travels. 

Why does fashion month and your presentation still give you an adrenaline and a creative rush?

Shaikha Noor: This is a beautiful moment for us and the team, witnessing the culmination of six months of research and hard work. Everything comes together at the presentation when the collection is finally revealed. We love the rush of the last moment–that's why we do what we do. 

How will you celebrate when the presentation is over?

Shaikha Haya: We love getting together as a team and going out to dinner.

What's the one product that is NOT your own, that you can't live without, or has stayed in your wardrobe for constant use, and why?

Shaikha Noor: We both love jewellery, so we’d say Cartier Love bracelets are a staple. They’re timeless and always in style.