Noon by Noor AW24

Returning to physical London Fashion Week has been sort of a dream of mine for the last 4 years. I have missed it, London. But after 2020, London Fashion Week was a little bit lost for a few years. Many of the brands were still relying on digital fashion presentations and Men's Fashion Week has disappeared from London all together. In this very uncertain time, I didn't feel like a return to London would be prudent.

AW24 is the first season that a faint little heartbeat has started to be heard from London Fashion Week. Although it is true that many of the marquee designers are still missing from the calendar, I can confidently say that there are so many small independent gems left to be discovered. One such label is Noon by Noor.

After a very lovely bus ride through Westminster I have arrived at Somerset House for the Noon by Noor show. As the collection began to emerge, the look of London through all of its traditions and innovations began to weave a story. Staples such as bucket hats with smaller proportions and caped trench coats sauntered down the runway with wine stained coats and red powerhouse suits. The detailing in the sleeves of many of the pieces were extremely notable, tiny little pleats added structured volume. Heavy bouchlés were layered on top of lacey, silky chemises.

There was a certain moodiness that ran through the collection. Feels a bit like a heavy London fog, but one that is welcomed on a comfortable, lazy Sunday. My personal favorites from this collection were the pleated bell sleeve trench shirt jacket and the red oversized suit styled with a burgundy fur shrug. The collection was undoubtedly feminine but it was also extremely structured. And maybe structured femininity is the next wave of feminine expression.

For more about Noon by Noor, click HERE