HE is only twenty-seven but Noa is a rising star in the still little known world of Saudi haute couture. Noa, who was born in Riyadh, remembers with fondness how he became interested in dress design. When he was still in school, he used to spend his free time browsing in fashion magazines looking for ideas. He was making clothes for his family and friends before he studied in London at St. Martin’s College. Two very famous dress designers, John Galiano and Alexander McQueen, also graduated from St. Martin’s. Unsurprisingly, Noa decided to stay in London and make a place for himself in haute couture. The British capital was then — and still is — one of the liveliest cities in Europe. Its artistic scene overflows with creative, talented individuals and its multi-cultural atmosphere is a genuine source of every kind of inspiration.
Noa admits that he gets ideas for his clothes from his native country, urban life, the film industry and traveling. His style reflects the influences that have shaped his life. Noa Couture is a fusion of unique patterns styled into glamorous evening gowns or exclusive fashion accessories such as hats, shoes, scarves, bags, and very soon jewelery.
His collection of haute couture and prêt-a-porter always features his favorite colors — black, white and gold with a preference for cottons, silks, lace and chiffons.
This season, his clothes are made with ultra-modern fabrics using the latest technology and inspired by a vintage Central European style characterized by a sharp futuristic look.
Despite his own amazing creativity, Noa follows closely the ever changing fashion trends and recognizes the talent of other famous designers: “Alexander McQueen has the knack of merging oriental cultures with British tailoring. I like the way Victor & Rolf handle structure and layers whereas Yves Saint Laurent Rive Gauche is known for its slender, seductive lines. John Galiano has rocked the fashion world, his shows are theatrical and utterly regal and as for Jean Paul Gaultier, he has brought fun and lots of life onto the clothes scene. His shows are always stunning; he is constantly reinventing himself and yet remains true to his trademark silhouette,” explains Noa.
Noa is also fascinated by the way Saudi women follow fashion trends. Among them, a growing number of seasoned buyers are also interested in Saudi designers but Saudi women are looking for Saudi designers who are really creative. They are also — more than ever — looking for designers who are inspired by the Orient because they realize that a line of clothes inspired by eastern features “matches their looks and reveals their true inner beauty,” says Noa. He agrees that Saudi designers are not very well known although a few Saudi designers are already working for international brands while others operate small design ateliers.
“Up to now no Saudi designer has founded a major couture house. Moreover, Saudi Arabia does not host fashion events and therefore a designer who wishes to be recognized has to organize a fashion show in Paris, Milan, London, New York or Beirut and, very soon Dubai” adds Noa.
Noa is hoping to distribute his couture and prêt-a-porter labels all over the world. His clothes are currently sold in Japan, the USA and Canada, in London and very soon in every city in the Middle East.
“I design clothes for women who are adventurous, dreamy, distinguished with a passion for fashion,” concludes Noa.
