HONAYDA

F / W 1 9 O N E L O V E

On one of those warm winter days, while conversing with a friend who was about to get married, we started reminiscing about those ancient times when women used to dream of their ‘prince charming’ and hope to be the lucky ones who got married. Marriage rhymed with life; and women dreamt of feeling alive.

Brides in the old traditions used to receive magically precious gifts inspired by the tales of a thousand and one night. One exquisite perfume bottle was the ultimately awaited gift. It had those gold and silver crown-like ornaments, with the bride and groom’s names hand-engraved and holding a unique aroma. Women used to wait for that day to live their fairy-tale, but nowadays, women have achieved so much that they can buy their own magic. The ‘One Love’ collection goes beyond this perfume bottle itself while digging into what’s inside it. A woman’s scent diffuses aspects of her personality; it wears her in the same way she wears it. Each woman is unique in every single fragment of her being, and the Fall/Winter 19 collection translates this sense of exclusivity as each piece stands unique in its own design. It is a tribute to all those successful women, cultured and hard-working, who have earned their independence and learned to know their worth in marriage.

To all the women who have inspired my collections so far, ‘One Love’ comes to brace their legendary beauty through the color palette of a cloudy pink and starry grey on soft tulle and delicate chiffon redefining 21st century chic. The noble black and flawless white come to compliment the female figure’s exceptional strength and the timeless light she beams, while geometrical motifs make their return as part of Honayda’s brand codes.

The elegant perfume bottle has particularly inspired this season’s embroidery with the edgy metallics, nylon, and sprinkled beads that add this magical sparkle to the collection’s contemporary lines.

Continuing to narrate the stories of confident, astute and energetic women, these figures will forever be at the center of my creations for I believe that a woman can unlock the toughest paths.

DESIGNER

Even as a child, Honayda Seraf was a rebel, questioning the boundaries of society, notably as they concern women’s rights. At the same time, she has a profound love of the
culture and traditions of her homeland, which is strongly communicated in her designs.

Art, culture, and craftsmanship are part of her genetic make-up. Born into a family of art lovers in Saudi Arabia – her mother is a renowned fashion and art historian, while her father’s family are well-known patrons of the arts and music in Jeddah – she studied Islamic art at university before moving to Paris to study fashion at Parson’s The New School. She has been working as a designer since. As well as creating her own label, Honayda Seraf is also an accomplished sculptor and poet.

She takes her inspiration from myriad sources, ranging from traditional Middle Eastern craftsmanship to Western pop music, from Asian handicrafts to ancient legends, from poetry celebrating women’s beauty and strength to female artists fighting for equal rights, and from legendary women like the Queen of Sheba to the humble woman laborer working the fields. She injects meaning and symbolism into every aspect of her designs with a strong undercurrent:
empowering women of all origins and telling their stories through her designs.

She is the epitome of the fulfilled modern woman: a mother, an artist, and a businesswoman, maintaining strong links
with her heritage and culture while living resolutely in the present. “Honayda” is the Arabic word for a sword’s sheath, symbolizing the combination of strength and protection that appropriately sums up her outlook on life and business alike.

Honayda Seraf believes strongly in giving back to society and inspiring young women to fulfill their dreams. She is a fervent supporter of philanthropic initiatives as well as a guest lecturer at Saudi Arabia’s two leading universities offering fashion courses for women.