Honeida becomes the first Saudi fashion label to retail at the iconic Harrods.

From August 22, the Honida fashion label will be available to buy at luxury London department store Harrods. The womenswear brand, led by creative designer Honeida Serafi, will be the first Saudi fashion label to be sold at Harrods. The global fashion scene of Saudi Arabia has grown exponentially in recent years. The iconic label is proud to be featured in the world’s largest department stores alongside renowned international fashion houses and renowned Middle Eastern labels such as Elie Saab, Zuhair Murad and Yusuf Akbar.

The label posted on Instagram to proudly announce “Honaida’s latest collection now on display at Harrods, one of the most famous department stores in the world.” “The first Saudi fashion designer to graduate at the store will feature a selection of unique pieces on the evening wear floor.” It is part of the latest collection titled ‘A charm from Afghanistan’, featuring intricate designs and delicate embellishments on traditional Afghan clothing. Structured rooms decorated with female feathers and bright yellow, green and blue colors and for those who prefer. Quiet colors such as monochrome white and subtle shades of purple should also be present.

Serafi shared to Vogue Arabia, “It is a proud milestone for the Hunaidah brand, which proves that consistent efforts always bear fruit. The brand has surpassed the local fashion industry with boutiques in Kuwait, Bahrain, Lebanon, Egypt, France and Panama.

The brand is also seen regionally and internationally, and already has an impressive following with celebrities including Priyanka Chopra, who wore a white embellished Honeda jumpsuit at the 2020 Cannes Film Festival. At the wedding of Sophie Turner and Joe Jonas, she also wore two Honeida creations flawlessly. Also, actress Lupita Nyong’o wore a monochrome structured Honida dress at the 2019 ‘Us’ Texas premiere. Serafi has also dressed other stars at major events such as Shay Mitchell, Angham, Dora Zarok Ashanti, Eve, Yusra and Hend. Sabri.

Honeida Serafy creates contemporary fashion that blends with Saudi heritage to empower women. Before moving to Paris, Serafy studied Islamic art at a branch of the famous European school of design, Parsons. In the year In 2016, she launched her fashion label Honaidah in Lebanon. Her eponymous name is a traditional Arabic name meaning ‘elaborately decorated sword sheath’, which perfectly matches the brand’s unique aesthetic and aesthetic vision.