Sisters Alia and Noora Alikhan are set to unleash their creative tendencies onto Dubai with the launch of their fashion label NOOSH.
Born from a desire to create dresses that reflected their personalities, NOOSH is a youthful fashion line with a twist; dresses are sophisticated without being staid, fabrics are light and breathable and small touches of embellishment adorn without being too fussy. Coffee is the unexpected muse for their first collection; coffee is both soothing and energizing at the same time, so a NOOSH dress endeavors to reflect that dynamic – chic and effortless, but also fun.
Fashion design was a secondary move for both sisters. Alia, 33, has an MBA and has spent her career so far as a strategy and management consultant helping businesses succeed. Noora, 29, spent time studying art and cooking in Italy, gaining her inspiration for NOOSH by the beautiful colors on the streets of Florence. After sketching designs for herself, Alia recognised Noora’s natural ability and suggested they move forward to create a brand that could cater to the Dubai market where dresses are the staple item.
“There are almost no dresses in the collection you couldn’t wear to brunch with your friends and keep on through the day till dinner,” Explains Alia. “That was especially important to us because it is exactly what we felt was missing in our (albeit over stuffed) wardrobe”.
The girls plan to celebrate the creation of the label with a ‘Sneak Peek’ party to be held at Art Space Gallery, in DIFC Gate Village on May 29. To be a part of the guest list for this exclusive event, visit nooshcouture.com to confirm your attendance.
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