Before the world’s fashion capitals looked to Riyadh and Jeddah, Honayda Serafi was already building a bridge between Saudi heritage and high fashion. She entered the global fashion conversation not by following the well-trodden path, but by creating one of her own. Rooted in culture, elevated by Parisian craftsmanship, and guided by a deep sense of purpose.
In 2016, she launched her eponymous label HONAYDA, one of the first Saudi luxury ready-to-wear brands to gain international recognition. It was an era when the Saudi fashion industry was still finding its global footing, and women-led labels were rare.
"It is something that I’ve had to fight for in order to give my brand international recognition, as it’s been worn by A-list celebrities worldwide and is globally acclaimed." — Honayda Serafi
Roots of Creativity and Craft
Her foundation was as intentional as her designs. Honayda was raised in Jeddah and attended Dar Al Hanan School, one of Saudi Arabia’s first schools for girls. She went on to earn a Bachelor of Arts (BA) in Fine Arts from King AbdulAziz University (1990–1995).
She learned the craft on the job: designing, experimenting, and building her knowledge through trial and error. These lessons, combined with a childhood immersed in art history through her mother, a pioneering Saudi art and fashion historian, would become the threads woven through every HONAYDA collection.
“I told myself early on that I would never be stingy in sharing my knowledge with anyone who wants to start a brand. Success isn’t only about me. It’s about the whole industry.” — Honayda Serafi, Arab News
Building a Brand with Backbone
From the start, HONAYDA was conceived as more than a clothing line. Each collection was a narrative, paying tribute to women who shaped history. Activists, leaders, and cultural icons. One season honored Ruth Bader Ginsburg (one of the first judges in the United States) and her fight for gender equality. Another was inspired by the resilience of Afghan women.
"I have always had the vision to create... designs for the independent women on the go, contemporary designs with empowering silhouettes that would look as beautiful as they would feel comfortable wearing." — Honayda Serafi
These tributes weren’t thematic marketing, but rather design philosophies. Every silhouette, every texture, carried a story. Honayda’s pieces were intended to be worn by women who see themselves as part of a larger narrative, women who want their clothes to speak before they do.
A Signature of Cultural Confidence
The HONAYDA aesthetic is a masterclass in duality. Sculptural draping meets fabrics so light they seem to float. Shoulders are sharp yet softened by flowing skirts. Her color palette is deeply poetic. Collections often draw from the natural hues of Saudi Arabia: sandstone, copper, desert rose, indigo skies. Shapes nod to heritage while embracing the fluidity of modern dressing.
Most importantly, Honayda designs for empowerment. Wearing HONAYDA is about presence. These are garments for women who occupy space unapologetically.
From Red Carpets to Royal Occasions
In 2013, Franca Sozzani, legendary editor-in-chief of Vogue Italia, selected Honayda for the Vogue Talents program, placing HONAYDA among essential labels to watch. Her client list includes but not limited to:
- Lupita Nyong’o
- Shay Mitchell
- Angham
- Hend Sabri
- Dorra Zarrouk
- Queen Rania of Jordan
- Princess Rajwa Al Hussein
At the amfAR Gala during the Cannes Film Festival 2025, Her Royal Highness Princess Aljohara bint Talal wore a custom HONAYDA creation, a vision in deep red. That same year, Her Royal Highness Princess Reema bint Bandar bin Sultan chose HONAYDA for the farewell ceremony for U.S. President Trump and the U.S.-GCC Summit. The design, inspired by the endangered Arabian leopard, symbolized strength, resilience, and courage.
Chopard, Cannes, and Couture Impact
In 2023, Honayda became the first Saudi brand ambassador for luxury label Chopard, debuting a collaboration at the Cannes Film Festival. It was a statement that Saudi design belongs on the world’s most prestigious stages.
Honayda Joins Forces with Harrods
In 2022, Honayda made history by becoming the first Saudi designer to collaborate with the iconic Harrods store in London. The curated edit featured pieces from her A Charm from Afghan collection, a line inspired by the resilience and artistry of Afghan women. This milestone placed Saudi creativity on one of the world’s most prestigious retail stages.
“I feel very proud as Honayda is the first female-led Saudi label to be displayed at Harrods... It is an honor to be retailing at one of the world’s oldest and most prestigious department stores, but definitely, the journey is ongoing, and we are not stopping here.”
Fashion with a Social Mission
In March 2025, she was invited by the Australian Embassy to lead a panel for International Women’s Day, sharing how Saudi fashion is redefining elegance and building cultural bridges. She is deeply involved in philanthropy. Under the patronage of Sheikha Moza bint Nasser, and in the presence of Queen Silvia of Sweden and Prince Turki bin Talal, Honayda attended Mentor Arabia’s charity dinner to support Arab youth.
Her Sketch & Give project channels creativity into humanitarian action. As a board member and guest lecturer at Saudi fashion universities, she mentors young designers, emphasizing purpose-driven creativity.
Craft, Consciousness & Vision 2030
HONAYDA’s DNA aligns seamlessly with Saudi Arabia’s Vision 2030:
- Local Craftsmanship
- Sustainable Practices
- Cultural Export
For Serafi, success is about building a fashion ecosystem where Saudi identity is celebrated on the global stage.
What This Means for the Region
Honayda’s journey is a blueprint for leading with heritage while speaking to the world.
1. Let your culture be your compass.
2. Design with soul.
3. Lift others as you rise.
Saudi Style, Global Power
In the rise of Saudi fashion, Honayda Serafi is both architect and ambassador. She’s crafting a narrative where Saudi women are the headline. From the refined calm of her Riyadh atelier to the gilded floors of Harrods, her work speaks fluently in the language of women, yet whispers a deeper truth: the story she is telling is, at its heart, her own.
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