DUBAI: From Priyanka Chopra to Lupita Nyong’o and Adriana Lima, Saudi Arabian designer Honayda Serafi has dressed many A-listers around the world. Since founding her label Honayda in 2016, Serafi has captured the attention of some of Saudi’s most stylish women and celebrities with her standout designs in elegant and sophisticated silhouettes. This month, she became the first Saudi designer to showcase her collection at Harrods in London, reaching yet another pinnacle for her label.
“I feel very proud as Honayda is the first female-led Saudi label to be displayed at Harrods. The collaboration had been cooking for about eight months, and it was a pleasure working with their team on this exciting launch of exclusive pieces available only at Harrods. It is an honor to be retailing at one of the world’s oldest and most prestigious department stores — but definitely, the journey is ongoing, and we are not stopping here,” said Serafi.
Not only is this a major milestone for the brand, but it also serves as an inspiration for other emerging labels from the Kingdom. Since founding her brand, Serafi has always aimed to join the international fashion scene, while also aiming to inspire other female Saudi designers into believing in their potential. “I hope this brings inspiration to all talented Saudi designers. The world is full of opportunities, and there is a place for everyone. To the rising designers, I tell them to focus on their goals and to keep pushing themselves harder,” she said.
The Saudi design scene has rapidly evolved in the last few years, with talent from the region being recognized internationally, especially on the red carpet. With the establishment of the Fashion Council and its initiatives like the mentorship and incubation programs, homegrown designers can access the many resources they need to advance in the industry.
Honayda creations at Harrods, London. (Supplied)
“When I first started my brand, the fashion scene in Saudi Arabia was still young. I discovered every aspect of creating from my own experiences — starting from sourcing to tailoring and selling. Since then, I’ve seen amazing growth in the industry. By forging and implementing several programs that aim to promote Saudi fashion locally and internationally, the Fashion Commission has put a great deal into developing the sector in line with the Kingdom’s Vision 2030.”
Proudly wearing her Saudi heritage on her sleeve, Serafi’s mission has always been to empower women through her clothes. “I believe in women empowering women. The brand was nurtured in a way to have a cause and to be one with a voice. Stepping ahead by supporting and lifting each other proves achievable when we join forces. Women know and love Honayda because they relate to it.”
The starting point of every Honayda collection is based on the women who have inspired Serafi and those who have left a mark in history — be it from the past or the modern day. Her fall/winter 22 collection at Harrods is no different. Titled “A Charm from Afghan,” the designs are an ode to the powerful character of Afghan women, their strength and the country’s spectacular architecture.
