Honayda Al-Serafi has Won Fashion Capitals with Arab Touches

One of the biggest names in Saudi fashion, Honayda Al-Serafi is a fashion designer, educator, mother of seven, and community activist. She is a real-life example of how inspiration can be derived from passion. What are Honayda Al-Serafi’s most noteworthy accomplishments, and who is she?

The Beginning of Passion

Saudi designer Honayda Al-Serafi’s interest in various ventures and skills dates back to her early years. She grew up in a household that valued art and culture, so she began working on family projects when she was quite young.

Honayda studied fine arts in Saudi Arabia before relocating to Paris to focus on fashion design, where she honed her artistic taste. Her mother was a fashion and art historian and a philanthropic activist, giving her a rich background that informed her artistic and social awareness, and her design direction reflected that.

Shortly before graduating, she debuted her first collection, “The Secret Garden,” marking the beginning of her label. Despite her extensive education, she was not only a fashion designer but also a sculptor, poet, and active member of boards of directors and non-governmental organisations.

Emphasising that empowerment starts with the belief in one’s capacity to bring about change, she has also helped establish academic fashion design programmes in Saudi Arabia and has helped create a new generation of Saudi women designers.

Al-Serafi has established herself as one of the most well-known designers in the region since establishing her own label, “Honayda,” in 2016. Securing a permanent place in international fashion capitals, she has demonstrated that Saudi identity holds a prominent place in international creative arenas.

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From Local Roots to International Stardom

Known as the “Saudi Fashion Ambassador,” Honayda’s label creates pieces with an artistic flair inspired by Saudi and Arab culture. Her designs have received a lot of attention, appearing at international events and on the red carpet, and prominent celebrities like Priyanka Chopra, Nicki Minaj, Lauren German, and Angham have all worn them.

As a rule, this trailblazing designer finds her starting point for her designs in the personalities of the women who have influenced her throughout her life, whether through folklore or her personal experiences. She feels that every woman, no matter where she is in life, has a role.

Al-Serafi confirmed in an interview that the Saudi environment, with its rich culture and history, is her biggest source of inspiration. “Saudi Arabia is a country rich in history, culture, and beauty,” she said. Anybody who thinks about Arab history, art, and people’s tastes will discover many intriguing cultural influences and treasures.

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Her Worldly Presence

In addition to her position on advisory and administrative boards, Honayda Al-Serafi has represented the Kingdom in numerous cultural and development projects and has received widespread recognition in the international fashion industry through accolades and media attention.

In 2018, UNESCO selected her works to serve as the official attire for the agency’s ambassador to Paris. Additionally, she was featured on the cover of Forbes magazine and was named one of the “Top 100 Women in Branding in the Middle East” for two years in a row.

Al-Serafi is a lecturer in fashion design programs at several Saudi universities, a member of many non-governmental organisations that focus on women’s issues, education, and health. Also, she serves on various boards, including those for Al-Salehat Holding Company, Fad International Company, and Al-Oula Charity Association.

Al-Serafi’s global expansion in 2023 included a partnership with luxury jewellery brand Chopard, which she called “the culmination of a shared vision” with the house’s artistic director, Caroline Scheufele. The partnership combined women’s empowerment with the expression of a life philosophy based on happiness and fulfilment, strengthening her brand’s global presence and opening up new avenues for a wider audience.

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Honayda Al-Serafi’s Collections

As we previously discussed, Honayda debuted her first collection, “The Secret Garden,” just before she graduated. Her close relationship with her mother and her experiences as a Hijazi woman has impacted the collection, and the prints, cuts, and fabric choices reflected aspects of her Hijazi heritage.

Inspired by the persona of Bilqis, the Queen of Sheba, Honayda showcased her “Hoopoe Bird” collection during Paris Fashion Week. She described it as a celebration of beauty and sophistication that embodied the image of a cultured woman who was aware of her past. Moreover, she expressed this by stating, “Women have always been and still are intelligent and charismatic, and I strive to convey this in every design.”

Drawing inspiration from Abla, a symbol of defiance and strength, Al-Serafi revisited the story of Abla and Antarah in “Love and War,” documenting Abla’s resistance to racism as the power of love inspired the collection’s designs.

When the Honayda brand debuted its Cosmo collection at the renowned Saks Fifth Avenue store in New York City, it became the first Saudi brand to be featured there, marking a historic milestone. Al-Serafi viewed this as a major step towards expanding the brand’s global reach and reaching a new audience with its creative vision.

The collection paid homage to notable women, such as Saudi astronaut Rayyanah Barnawi and Syrian astronomer Mariam Al-Asturlabi. She incorporated technology and artistic details, drawing inspiration from these women to create ethereal, feminine, and sophisticated designs inspired by the universe, galaxies, and stars.

Conclusively, Honayda Al-Serafi’s artistic journey demonstrates that women can break down barriers and reach new heights in their creativity, inspiring and strengthening everyone around them.

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