In a remarkable moment for Saudi fashion, Honayda has become the first label from the Kingdom to be displayed at Harrods. Come August 22, the brand helmed by creative director Honayda Serafi will be housed alongside renowned international fashion houses at one of the world’s most luxurious department stores located in London.
Photo: Courtesy of Honayda
“It’s a proud milestone for the Honayda brand, that proves consistent efforts always pay off,” Serafi shared with Vogue Arabia earlier today, while discussing the special news. “I hope this inspires emerging brands and the talented Saudi designers to keep working hard and keep aiming high.” Fans of the Saudi brand, and new customers, can now find Honayda’s curated selection of exclusive pieces from its ‘A charm from Afghan’ collection in the evening wear section of Harrods, located on its first floor. The dedicated area of the shopping hotspot takes inspiration from the Fall/Winter 2022 collection’s vibrant colors, and the brand’s identity, making it hard to miss.
Photo: Courtesy of Honayda
This marks another significant milestone for Serafi’s brand, whose powerful and sculptural pieces are rooted in her Saudi heritage and have come to be loved by celebrities from around the world. Some of the biggest names to have made headlines in her creations include Priyanka Chopra Jonas, who wore a white pleated jumpsuit and cape to the 2020 Cannes Film Festival, and Lupita Nyong’o, who wore a structured suit to the world premiere of Us in 2019. Her designs are also a red carpet favorite among celebrities from the region, including Dorra Zarrouk, Yousra, and Hend Sabri.
Priyanka Chopra Jonas in Honayda. Photo: Courtesy of Honayda
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LONDON — Dior is back for its summer stay at Harrods with a pop-up boutique housing the fall 2021 women’s ready-to-wear collection. The pop-up, which runs from Aug. 4 to 29, will feature a custom-made set by the Italian visual artist Marco Lodola, a key figure in Neo-futurism.
The Pop Art-inspired set radiates light and color and includes Dior’s silhouettes and symbols of the English capital, such as double-decker buses, black cabs and electric guitars. “Above all, we wanted to pay respect to our host city, and celebrate it by creating a strong cultural and social link,” Lodola said.
The shop’s display windows and interior will be adorned with the Mizza leopard print inspired by Mitzah Bricard, who was a muse to Christian Dior. The animal print comes in gray and beige and covers jackets, skirts and shirts, with key items including the Mizza print Bar Jackets, Lady D-Lite bags and Book Totes.
A Lady Dior bag in the Mizza print that will feature in the Harrods pop-up in August.
In a dedicated alcove, signature Dior handbags such as the Lady Dior and 30 Montaigne will be on display in new micro formats. The pop-up will be located on the ground floor, near fine jewelry, with windows facing Brompton Road.
Maria Grazia Chiuri, creative director of women’s haute couture, rtw and accessories collections, said in the fall collection, “I chose to make the leopard print explode, in a poppy way, presenting it in different shapes, colors and fabrics.”
She said her work nodded to “Monsieur Dior’s perfect 1955 spotted coat inspired by a fur coat worn by Madame Mitzah Bricard, one of his friends, muses and collaborators. The leopard print holds an incredible repository of memories and intentions, which I pulled together with a contemporary flair.”
Lydia King, fashion and buying director at Harrods, said “each year, Dior’s takeover of the space is increasingly eye-catching, and this year’s leopard-print paradise is no different. Harrods customers are drawn to the brand’s playful takes on classic styles, so I am confident they will love the injection of leopard on timeless, structured styles such as the Lady D-Lite and the classic Book Tote.”
LONDON — Harrods has begun playing hardball in the men’s athletic market, opening a new, 4,000-square-foot space that is the final phase of a multiyear, multimillion pound refurbishment of its men’s wear offer that began in 2018.
Men’s Sports is located on the second floor, with the rest of men’s wear, and stocks gear for most activities, including cycling, yoga, golf and tennis. The space houses 20 brands, while there are nine permanent, branded shopfits including ON Running, Lululemon, the first men’s only destination for the brand in the U.K., and Rapha.
There is also a lifestyle skew, with brands including Canada’s Reigning Champ, EA7, Fred Perry and Lacoste.
Simon Longland, general merchandise manager for men’s wear, accessories and sport, said Harrods’ goal is to cater to every sporting need. “Curating the brand assortment in this room meant providing an elevation to our customer’s existing workout wardrobes, and allowing them to feel the best and most agile, no matter what way they like to work out, whether that is indoors or out.”
The nine shopfits surround a centralized, multibrand area that stocks merchandise from the Italian lifestyle brand K Way, Falke sports socks and compression wear from 2XU. There is also a pop-up space beside the permanent shopfits, and that will be occupied for the duration of 2021 by the Australian cycling brand MAAP.
Harrods new men’s sports area on the second floor of the Knightsbridge store.
Image Courtesy of Harrods
The men’s wear redevelopment venture was designed by David Collins Studio Ltd., and the space mirrors the look and feel of the previously launched rooms, with gray and white checkered marble flooring, contemporary and clean marble pillars and cool tones running throughout for an ultra-modern air.
“Function is key and features a clean and masculine palette of metals and marbles with natural woods being less present throughout the space,” Longland said.
Since stores in England were allowed to reopen on April 12, Harrods has been forging ahead with various projects that had been put on hold during the three national lockdowns.
As reported, Harrods opened its second H Beauty unit in April, in Buckinghamshire, England. The stand-alone beauty concept opened in Milton Keynes, about 50 miles northwest of London, and is larger than the first store, which opened last September at the Lakeside Shopping Centre in Essex, just outside London.
The latest H Beauty store spans 29,000 square feet and offers products and services from more than 90 beauty brands.