Saudi Arabia’s creative and fashion landscape has grown threefold over the years.

One such designer from the Kingdom leading the way for others is Honayda Serafi.

The designer founded her eponymous brand back in 2016 and it has since become popular around the globe and is even a favourite amongst the celebrity crowd including Priyanka Chopra, Lupita Nyong’o, Shay Mitchell, Hend Sabri and more.

Now, the fashion house has reached another milestone in its journey, making a further mark on the world stage, becoming the first Saudi brand to retail at London’s iconic department store, Harrods.


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The label’s collection, ‘A charm from Afghan’ is set to go on display from August 22, 2022, for Harrods’ most loyal customers. A curation of sophisticated pieces will be on display at the eveningwear section on the first floor. For an exclusive experience, customers are advised to get in touch with any of the personal shoppers.

Serafi previously spoke to Emirates Woman about her vision for her brand to pay tribute to her Saudi heritage on a global scale.

“I have always had the vision to create a brand that would be destined for women and be inspired by women,” she said. “Our land is rich in culture, our fashion heritage goes back many years and is now witnessing immense growth with more emerging designers being put under the spotlight.”

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