Dubai-based fashion brand Noor The Label’s abayas embody Eid spirit

Special collection released for the upcoming holiday. (Supplied)
Updated 06 August 2019

Dubai-based fashion brand Noor The Label’s abayas embody Eid spirit

DUBAI: Inspired by the festivities of the upcoming Eid Al-Adha holiday, the Dubai-based brand Noor The Label just revealed a special collection of abayas, aimed at the modest modern-day woman.

Noor, Arabic for light, was launched in 2015 by the designer with a vision to enrich the fashion scene with elegant modest wear, by shedding that same light on the beauty of traditional garments, perfectly blended with elegant and modern designs.

This season, the Eid collection carries a little more glamour within the details, transforming the abaya from mere everyday outerwear to attire for a luxurious occasion that embodies traditions and modernity in one design. 




Hand-crafted embellishments add glamour to the everyday outerwear. (Supplied) 

“Going deep into the carnival-like festive feeling of days leading to Eid, I crafted this collection from a place of joy,” said the designer, who goes only by the name Noor.

While consistent in its signature feminine style, Noor The Label introduces festivity in this special collection, by allowing accessories to become part of the abaya, rather than an addition that complicates its comfortable nature. 

The dynamic silhouettes carry hand-crafted details, varying between beaded florals and carefully embroidered branches, all the way to lightly inserted tinted sequins that bring life to the black-colored palette. 

Referencing ornaments of the holy season, while being attentive to details, each abaya hold bits and pieces of the celebrated festivities, visible in the colorful beads sown into it. Shades of baby blue, light green, grey, white and even summer-toned yellow are embellished on the shoulders and waistlines of the designs. 




Noor The Label introduces festivity in this special collection. (Supplied) 

Other abayas in the collection carry beautifully knitted embroidery in the middle and on the sides, attentively allowing a plain dress or a simpler garment to be worn underneath, creating a graceful contrast.  

The brand’s newest collection has also arrived in time for summer travels. The modest wear provides as much comfort as it does elegance, in an effortlessly chic look, making it easier for the modern-day modest woman to travel in style. 

Noor The Label’s Eid collection is available online via the brand’s website.


Startup of the Week: Saudi baker and chef winning hearts of food lovers

Photo supplied
Updated 20 August 2019

Startup of the Week: Saudi baker and chef winning hearts of food lovers

  • Working over 15 hours a day and being self-taught was just the start; Essam is the interior and graphic designer, the marketer, the CEO and the chef at White Mountain

A Saudi bakery and restaurant business specializing in pastries is finding its way into Saudi hearts with a delectable selection of fine Italian, French, and Swiss foods.
Ahmad Essam, 28, a self-taught baker and chef, left a productive family business to create what is now one of the most prestigious bakeries in Alkhobar.
Essam set up his bakery and restaurant while working as a production engineer, selling tarts and cakes to his friends.
He was overwhelmed by the encouragement he received, and little by little Essam, his dream of running his own company emerged.
Working over 15 hours a day and being self-taught was just the start; Essam is the interior and graphic designer, the marketer, the CEO and the chef at White Mountain.
Baking French pastries such as croissants, macarons, mille-feuille, eclairs and tarts require a true artisan. Essam described the glory he feels when he bakes, saying: “Dealing with precise tips to get the real essence of French pastries and reaching a level to bake without recipes is a matter of experience and good knowledge. Being a real baker requires a lot of learning as it’s not only about mixing water and flour; its trick lies behind the process of fermentation that sometimes lasts for days.’’
Every once in a while, the young man distributes membership books to loyal customers. “On Valentine’s Day, we distributed 3,000 roses,” he added.
Essam is very passionate, and dreams of opening a cooking academy in Saudi Arabia so he can inspire other amateur bakers; he told Arab News about his future 12,000-square-meters cooking village project that he is aiming to create in Riyadh, “including a library that collects all cookbooks, a seasonal spice shop, a great lake garden, a pizzeria, glossary shop and more, all of which falls under one theme: Cooking.”
For him, business is an obsession and profession. “Chefs have their egos. They are dealing with a tricky job and they know what they are doing exactly. They do not accept comments or advice from other chefs,” he explained.
You can follow him for more information on White Mountain on Instagram: @wm.bakery.