Noon by Noor is a contemporary brand which aspires to fuse Eastern cultural art and aesthetics with Western culture and lifestyle. The brand was founded by two cousins, Shaikha Noor Al Khalifa and Shaikha Haya Al Khalifa, who studied fashion and design in United States and came back to their homeland, Bahrain, to launch their label. The  brand shows their designs at New York Fashion Week, almost for every season since 2012, when they participated in NYCW first time. This international brand is a women’s wear company which focuses on designing and creating garments with subtle femininity fused with masculinity. The duo’s designs are praised and admired by several celebrities including Alexa Chung, Katy Perry, Jennifer Lopez, Coco Rocha, and the list goes on. 

Noon by Noor was established in 2008, in the homeland of the founders. However, even before launching the label, Noor Khalifa had the vision to make an international fashion brand, which would be recognized worldwide. Noor Khalifa, the founder and CEO of the label, had the dream to launch her own fashion label ever since her childhood. Haya Khalifa, the co-founder and COO of the label, developed her interest in fashion designing due to her extensive travels all over the world. This family owned business, organized an exclusive show at Los Angeles in 2011, to launch the brand internationally. The designer sisters create apparel with striking prints, sharply tailored to enhance the clean cut silhouettes. The effortlessness of style and modernity, with inherent comfort is the focus of designers. The influence of studying in America is evident in the designs of the founders. The blend of Eastern and Western culture, to create something for the global customer is prominent in their collections. They even launched children's wear two years back. 

The luxury label got attention from the millennials rapidly, and was recognized by Elle.com as " Breakout Talents of 2013". Their intricately designed embellishments and meticulously tailored garments gave the whole attire look of femininity blended with masculinity. The designers intended to design women’s wear that had the punch of strength and boldness, unlike the other conventional women’s wear. The brand aspires to challenge itself to reach new heights. However, due to the unprecedented Covid-19 period, the label skipped to show their summer/spring 2020 collection at NYCW. Due to the pandemic, the business suffered as their collections halted, and also there was enhanced risk even if they worked. These circumstances have definitely put a set back at several businesses. However, Noon by Noor is recovering by conducting business via their website and other social media handles. They are even planning to stay sustainable and focus their energy and resources at limited and significant angles of their plan, instead of rampantly manufacturing and flooding the market with even more clothes. Further, their products were fundamentally durable and comfortable, which creates opportunities for the brand as the netizens are shopping ‘forever-pieces' to support sustainability. Even after the harsh Covid year, Noon by Noor survived, which indicates that this family owned business would thrive in the following years, and design more spectacular apparels for the customer.