As of August 22nd, Honayda fashion label will be available to purchase at the luxury London department store Harrods. Headed by creative designer Honayda Serafi, the womenswear brand becomes the first Saudi fashion label to be sold at Harrods. Saudi's global fashion scene has increased at an exponential rate in recent years. It is with great pride that the eponymous label will be displayed alongside famous international fashion houses and recognized Middle Eastern labels such as Elie Saab, Zuhair Murad, and Yousef Akbar at one of the world’s grandest department stores.
The label posted on Instagram "Proudly announcing Honayda’s latest collection, which is now showcased at one of the world’s most iconic department stores, Harrods.” “A curated selection of exclusive pieces will be available on the eveningwear floor, inaugurating the first Saudi fashion designer in store.” It is part of the latest collection named ‘A charm from Afghan’ introducing oversized tassels and delicate embellishments inspired by traditional Afghan attire. The structured pieces are adorned with feminine feathers and feature vibrant colors of yellow, green and blue; and for those who prefer calmer hues monochrome white and subtle shades of pink are also to be had.
Serafi shared with Vogue Arabia, “It’s a proud milestone for the Honayda brand, that proves consistent efforts always pay off.” The brand has surpassed the local fashion industry with boutiques in Kuwait, Bahrain, Lebanon, Egypt, France and Panama.
The brand has also made an impression regionally and internationally, and already has an impressive following of celebrities, including Priyanka Chopra, who wore a white pleated Honayda jumpsuit to the 2020 Cannes Film Festival. She was also impeccably dressed in two Honayda creations at the wedding of Sophie Turner and Joe Jonas. Furthermore, actress Lupita Nyong’o wore a monochrome structured Honayda suit to the premiere of 'Us' in Texas in 2019. Serafi has elegantly dressed other stars at major events such as Shay Mitchell, Angham, Dorra Zarrouk Ashanti, Eve, Yousra and Hend Sabri.
Honayda Serafi creates contemporary fashion infused with Saudi heritage for the empowerment of women. Serafi studied Islamic art before moving to Paris to study fashion at the European branch of the prestigious Parsons School of Design. In 2016, she set up her fashion label, Honayda, in Lebanon. Her eponymous label is a traditional Arab name meaning ‘elaborately decorated sword sheath’ which fits perfectly with the brands unique vision of decoration and beauty.