NOON BY NOORTMFD 213 Created by Megan Choiniere & Dan Sahn

History of Noon By NoorNoon By Noor is a Bahrain based womenswear label founded in 2008 by designers

Shaikha Noor Al Khalifa and Shaikha Haya Al Khalifa. Cousins and friends since childhood, they studied Fashion Design in the Unites States and after graduating,

returned to Bahrain to bring their vision to life.

To launch the brand internationally, an exclusive event was held in Los Angeles in July 2011. The launch was followed by a presentation in February 2012 during New York

Fashion Week, where the designer’s displayed their Fall 2012 collection

Continued History of Noon By Noor

In September 2012, Noon By Noor presented their Spring/Summer 2013 collection at Mercedes-Benz Fashion Week New York. This landmark achievement marked the first ever GCC brand to be invited by IMG to present at Mercedes-Benz Fashion Week. The brand has continued to show each season at MBFW with their most recent collection,

Spring 2014 being shown in September 2013. (Noonbynoor.com)

Target Customer They describe their clothes as …

“Modern and effortless with a focus on striking prints and intricate embellishments, Noon By Noor’s refined aesthetic fuses understated luxury with a playful femininity.”

The target customers are modern women who most likely range from 20s- to mid 30s.

“The Noon By Noor woman embodies the essence of nonchalant chic. She is not afraid to experiment with her look and loves to incorporate color, textures and

prints.” (Arabian.style.com)

Price PointNoon By Noor averages to cost anywhere from $500 -$1300 for a garment.

Noon By Noor can be found at Saks Fifth Avenue Bahrain, Saks Fifth Avenue Dubai, Symphony Style, Harvey Nichols Kuwait and Edit for Lulu Tokyo. Noon By Noor’s online boutique facilitates worldwide shipping. –Noonbynoor.com

MERCEDES BENZ FASHION WEEK {SPRING 2014}

Noon By Noor

Inspiration For Noon by Noor {Spring 2014}• “Inspired by the Tree of Life in their homeland of Bahrain, designers Shaikha Noor Al Khalifa and Shaikha Haya Al Khalifa looked to the beauty of nature for their Noon By Noor collection.” –wwd.com

Trends of Spring 2014 in the Collection

Spring 2014 had many trends which included sheer skirts, pastels, metallic, geometric shapes and many crop tops.

In the Spring 2014 RTW Noon By Noor collection used a couple of these trends to make a very fun, and flirty collection that went down New York’s runway.

Trends they included in their line were…

An assortment of pastels

Mix and match patterns

crop tops

Iridescent & sheer fabrics

Groups Spring 2014Four Prominent Groups

• Mix and Match Pastel floral prints• Each garment in this group has a light pastel floral pattern which is matched with itself or

another beautiful pattern.

• Purple & Green• Each garment has an aspect of either purple or green. Within this group they used sheer

fabric for parts of most looks.

• Rosettes • Instead of color, this group is about the details within each design. The rosettes are in every

color scheme and truly stood out on the runway.

• Leather• There are only two garments in this group however they are bold and truly stand out. This was

the designers first attempts at leather in a collection.

Patterns • Bold Floral Prints • Range in colors from light pastels to bold orange.

• Leaf Patterns• Small leaf patterns in purple and shades of green• Big palm tree leaves in a bold green.

Silhouettes Spring 2014Noon By Noor spring 2014 had many different silhouettes, which made for a very well rounded ready to wear collection.

Some of the basic silhouettes were…

• A variety of shorts

• Voluminous skirts

• Pencil skirts

• Very loose and boxy fitting dresses and tops

• Crop Tops

• Slim fit suites

Looks of the Models• Clean natural look that compliments a collection inspired by nature itself.

• Makeup • Fresh & Glowing

• Highlighted cheeks and nose with shimmer and bronzer

• Hair• Lightly curled, and swept back behind the ear.

5 Looks from Spring 2014

5 Looks from Spring 2014

Obstacles in Production• Since the spring line is a Ready to Wear line I feel like one of the obstacles in

production could potentially be the items of clothing with the intricate detailing such as the pieces with the rosettes. Those details are going to cause longer process in production. The finale dress with the cream and navy blue rosettes would be hard to mass produce in my opinion due to the time needed to create this piece.

• Due to the manpower of the flowering, production costs will be high

Challenges in Selling • I think this line is very sellable in the everyday market.

• The target costumer is someone who isn’t afraid of being different and is effortlessly chic , with that being said I think the mix and matching patterns and unique detailing fits perfectly with the Noon By Noor woman.

• The only thing that could be a challenge is some of the garments with boxy and straight silhouettes such as some of the dresses and jumpsuits could be harder to sell to the masses since that silhouette is made for a certain body type, and can’t be worn by all.

Personal Remarks

Spring 2014

• I believe that the overall line followed the vision of the two designers. They show versatility with the different silhouettes, overall created unique pieces that would fit their nonchalant chic woman’s wardrobe.

• The collection was on trend using voluminous skirts, shorts, crop tops, and assortment of patterns and fabrics that were perfect for spring.

• The pastel colors reflect the season yet are well matched in their respective outfits

• The peachy pinkish color block rosette dress pictured to the right was the only garment that seemed out of place in this rather fun and flirty collection. The dress ill fitting on the model. Many say that the “dress was wearing the model” which is never something one would strive for.

MERCEDES BENZ FASHION WEEK

{FALL 2014}Noon By Noor

Inspiration for Noon By Noor {Fall 2014}

• “For Fall 2014 we looked to nature as a starting point for the collection. We were inspired by the unique patterns and breathtaking colors found in minerals and crystals. The overall theme of the collection is volume. We experimented with the silhouettes that we introduced in Pre-Fall, juxtaposing voluminous, oversized shapes against a straight, 1920s garcon inspired look.” – ArabianStyle.com

Trends of Fall 2014 found in the Collection

Trends of fall 2014 are still not fully determined, however after fashion week there were reoccurring patterns and garments in most collections.

Trends included in their collection …

• Dark Floral Prints

• Statement coats

• Oxblood colored garments

Groups

• Gemstone Embellishments • Was found on most of there looks, gem stone embellishments around the neck, and waists, along

with fabric flowers that appeared on many items.

• Layers for everyday• The first part of the collection kicks off layers. Button down shirt, a sweater of some sort, then blazer,

then oversized top coat

• Relaxed Pants• Throughout the collection there are several looks that consist of these amazing relaxed pants in

patterns and colors that reflect the collection.

• Evening Gowns• There are several evening gowns that have this regal feel about them, darker hues with

embellishment

Patterns• Houndstooth • Oxblood red and black houndstooth

• Dark Floral• Burgundy

• Abstract (brush stokes)

• Geometric Pattern/ Circles

Silhouettes Fall 2014• Separates, outerwear, and eveningwear cut masculine silhouettes, sometimes

oversized.

• Loose fitting ankle length trousers

• Flowing ankle length skirt

• Tight angle length skirt

• Knee length jacket with long sleeves

• Knee length skirt

• Long sleeve blouse

• Sleeveless dress

• Elbow length dress

• Loose fitting blouses and skirt

Looks for the Models• The designers were going for a 1920s Garcon look.

• Makeup• Dark berry lips • Bold brow• Finger nails were painted white with peach lipstick and rouge

• Hair• Low ratted voluminous pony tail tied with a knot.

• Shoes• Shoes alternated between burgundy and tan

5 Looks from Fall 2014

5 Looks From Fall 2014

Obstacles in Production• This rather bold fall collection has an extraordinary amount of detailing whether it is

the jewel detailing on the evening wear, or the fabric flowers on the front of a couple day time pieces this collection is going to be very time consuming to make. This will potentially cause time issues on getting to stores and meeting demands in a timely manner.

• Another potential issue is the delicateness of the fabric flowers on the sheers shirts. They will have to take special care when applying in order not to ruin the sheer fabric, potentially raising production costs.

Challenges in Selling• Some of the challenges that this collection will face when selling are some of the

colors. The bright yellow/electric green is not on trend right now.

• Another challenge is going to be the fit. Most of the collection is oversized and along the lines of menswear. This could be problematic to customers that what well fitting garments.

• Another challenge is that a little over half the line are occasion pieces. They are not to be worn day to day, unlike the jacket and pants combos seen earlier in the collection. This will limit the sale of the items.

• The line is much different from that of Spring 2014 which may turn some away

Personal Remarks Fall 2014

• This collection has a cohesive look throughout the show. The everyday wear clothes are cute, and simple chic, and a little risky. The silhouettes even though masculine were very flattering except for the track suits. The ill fitting sweatshirts and pant in the two looks below do not match up with this otherwise regal collection.

The formal wear in this collection is similar to the previous season so would most likely draw the Noon By Noor woman.

References • Minthe, C. (2014, 02 11). Noon by noor. Retrieved from http://

arabia.style.com/runway/fall_2014_rtw/noon-by-noor-fall-2014-rtw/

• About noon by noor. (2013). Retrieved from http://www.wwd.com/runway/spring-ready-to-wear-2014/review/noon-by-noor

• Noon by noor fall 2014. (2014, 02 10). Retrieved from http://www.mbfashionweek.com/photos_and_videos

• Noon by noor rtw spring 2014. (2013, 06 13). Retrieved from http://www.wwd.com/runway/spring-ready-to-wear-2014/review/noon-by-noor

• All pictures are from either Mercedes Benz Albums or Arabian Style