Noon by Noor AW25: Redefining Elegance with Architectural Allure
London Fashion Week
Written by Penelope Bianchi, edited by Lily-Rose Morris-Zumin
Framed by the reflective backdrop of Somerset House’s black mirrored River Rooms, Noon By Noor’s AW25 collection unveiled a narrative of structured grace and fluid audacity. Founded in 2008 by Bahraini cousins and designers Shaikha Noor Rashid Al Khalifa and Shaikha Haya Mohamed Al Khalifa, Noon by Noor has quickly become a stalwart in the fashion industry, revered for its relaxed silhouettes and appreciation for masculine dress codes. After transitioning from New York Fashion Week to London last February, the brand has embraced its new setting in a city rich with artistic heritage, faithfully continuing its tradition of elegance and innovation at the historic Somerset House–once favoured by 16th century bishops and aristocrats, now a hub for both the modern fashion and arts crowds.
Drawing deep from their roots and the revolutionary architecture of Christian Kerez, the collection beautifully bridges past and future. The designers found inspiration in the multifunctional architectural projects of Bahrain, particularly Kerez’s multi-story car parks in Muharraq, designed not just for utility but as vibrant, artistic public spaces. These structures, with their sweeping curves and minimalist aesthetic, are echoed in the collection’s strong, defined shoulders, softened by draped bodices and fluid silhouettes. This thematic alignment underscores the brand’s commitment to merging durable utility with elegant, artistic expression, capturing the essence of both Kerez’s architectural vision and the brand’s fashion ethos.
Strategic, contemporary cuts at the back of the pieces subtly revealed slivers of skin, blending boldness with vulnerability, while the old-school grunge-rock soundtrack by Uwe Doll beautifully complemented the architectural themes, reflecting the collection’s fusion of past and contemporary influences. This duality of structure and softness, boldness and utility, seems to permeate the collection, with garments demonstrating how architectural sharpness and fluidity coalesce. Femininity is key for the brand, who designs clothes for “the woman who dresses for herself” – a philosophy that is embodied perfectly in this latest collection, where elegance and ease are masterfully balanced.
Traditional fabrics such as double-crepe and wool tweeds undergo a creative transformation, with frayed tweeds layered onto tulle to introduce lightness and dimension, demonstrating the brand’s approach to fabric manipulation. This technique crafts a fabric that embodies both tradition and innovation, enhancing the tactile dimension of the collection while enriching each piece with both visual and textural complexity, vaguely reminiscent of the raw, textured surfaces of Kazner’s concrete car parks. Complementing this, the season’s minimalist approach to embellishments focuses on the fabric itself as the primary decorative element, adding a sophisticated layer of depth to each design. The interplay between these subtle yet impactful embellishments and the transformed fabric speaks volumes about balance—harmonising the historical with the contemporary, the structured with the fluid, and the bold with the understated.
The collection also showcased a tasteful selection of accessories, enhancing the overall aesthetic with minimalist, yet impactful choices. The footwear featured high, pointed heels that brought a bold complement to the architectural lines of the clothing, merging elegance with a sharp, modern edge. The choice of heels seemed to both elevate the silhouettes and emphasise the themes of strength and precision. The bags, ranging from sleek clutches to more functional designs, seamlessly blended with the designs, enhancing the outfits while maintaining functionality and style. Together, these carefully chosen accessories subtly enhance the narrative of balance and elegance within each ensemble.
Noon by Noor’s AW25 collection not only captured the audience’s imagination, but also cemented the brand’s status in modern luxury fashion. By drawing from Christian Kerez’s architectural prowess, the designs transcend traditional boundaries, melding structural integrity with the elegance of movement. This collection does more than just dress the modern woman; it empowers her, giving her a wardrobe that is both a statement of purpose and a declaration of individuality. Through this presentation, Noon By Noor reaffirms its commitment to elegance, promising a future where fashion and architecture converge to celebrate strength and grace in every silhouette.
