Honayda Serafi’s journey from Jeddah to the Cosmos of fashion

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DUBAI, Oct 21, (Agencies): In preparation for her upcoming collection set to grace the runways of Riyadh Fashion Week, Honayda Serafi, a prominent Saudi designer, found her muse in none other than Rayyanah Barnawi, Saudi Arabia’s pioneering female astronaut poised for an outer space voyage. Titled “Cosmos,” Serafi’s collection pays tribute to the women who paved the way for Barnawi, taking inspiration from the vast expanse of the horizon, moon, and stars to craft a color palette infused with the hues of purple, blue, and silver.

Serafi’s eponymous label, Honayda, has swiftly become one of the most eagerly anticipated showcases at Riyadh Fashion Week. Her journey to prominence has been nothing short of remarkable, marked by several milestones. The label holds the distinction of being the first Saudi brand to grace the shelves of London’s esteemed department store, Harrods, and boasts a growing list of international celebrities who proudly don her designs. Most notably, she created the exquisite pre-wedding henna night dress for Princess Rajwa earlier this year.

Born and raised in Jeddah, Serafi attended the prestigious Dar Al Hanan School, one of Saudi Arabia’s pioneering institutions for girls. Her childhood was defined by frequent family travels, fostering a deep appreciation for diverse cultures. Serafi revealed, “I discovered that traveling gave me a great perspective on other people’s cultures, and I would often compare fashion, food, and music. It [engaged] the creativity in me.” Her fascination with the world of fashion, further ignited by fashion magazines and red carpet events, led her to dream of one day gracing the red carpet herself, a dream she humorously recalls, saying, “From a young age, I saw myself walking on the red carpet. Don’t ask me how. Don’t ask me when.”

Her earliest foray into fashion independence occurred at the age of 13 when she was granted 5,000 riyals, equivalent to a little over $1,300, for a shopping spree. Accompanied by one of her aunts, she ventured to a department store, an experience she still cherishes. She described it as a “wow moment” that allowed her to shop according to her taste, devoid of parental or sibling guidance.

Fashion, she admitted, was an ever-present passion throughout her formative years, often leading her to infuse fashion into school and university projects. Following her high school graduation, she pursued fine arts at King Abdulaziz University. Her journey continued as she started designing kaftans and abayas from the comfort of her home. However, her vision stretched beyond the confines of her home-based endeavors, ultimately driving her to take the courageous leap into establishing her own label.

The journey commenced with considerable challenges, especially as a mother. During that time, women were not permitted to travel for business, yet Serafi was resolute in her determination. She recounted, “The circumstances, in the beginning, were not easy, especially with kids. And, back then, women weren’t allowed to travel for business. But I had made up my mind and decided I would do this.” Armed with her savings, she fearlessly launched her brand.

Serafi, despite lacking formal training, adopted a learn-by-doing approach. Her journey was far from smooth, initially starting the company with only two employees and embarking on extensive research and travel to find the right manufacturers and suppliers. The path was riddled with trial and error, and she candidly expressed the emotional rollercoaster that it was.

Her initial operations began in Turkey, followed by a move to Saudi Arabia before she finally established her base in Lebanon. She confessed, “I made many mistakes on my journey. I would ask people in the fashion industry for help and guidance, and many of them were very limited in the information they would pass on.”

Serafi was undeterred by the skepticism surrounding her ambition to create a ready-to-wear brand as a Saudi woman. Her unwavering determination led her to challenge the stereotype of being solely a consumer, as she set her sights on becoming a significant player in the international fashion market.

In 2017, shortly after her label’s launch, Serafi’s work caught the attention of Egyptian musician and actress Angham, who purchased one of her dresses from a boutique in Cairo to wear at an event. Serafi recounted the surprise she experienced when Angham donned her creation on stage, leading to a surge of inquiries, as she shared, “She wore the dress on stage, and everyone called me, asking, ‘Honayda, is this your dress?’ It was such a surprise, and that’s when the brand started getting recognized among Arab celebrities.”

International recognition was quick to follow, with Serafi hosting an event in Paris to showcase one of her capsule collections, an event that attracted media members and celebrities alike. Since then, her journey has been marked by numerous triumphs, boasting a broad fan base that includes renowned figures like Priyanka Chopra, Lupita Nyong’o, and Injy El Mokkaddem.

As a self-taught designer and entrepreneur, Serafi remains committed to supporting emerging talent within the Kingdom. She made a promise to herself early on, vowing never to withhold her knowledge from aspiring designers, emphasizing that success extends beyond her own achievements, noting, “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.” Currently, she takes pride in mentoring five designers for Saudi 100 Brands, two of whom had the opportunity to present their collections in Milan in September.

At present, her attention is firmly fixed on Riyadh Fashion Week, an event that she views as both an honor and an emotional moment. She declared, “I had multiple opportunities to present on international runways like Paris and New York, but it didn’t tempt me.” She explained that her desire was to return to her Saudi roots and host Honayda’s debut runway show with the Fashion Commission and the Ministry of Culture, marking a significant milestone in her career. She remarked, “It is also, she says, an emotional moment for her; to participate in fashion week with all the other Saudi fashion designers building the local fashion industry.” Commending the role of the Fashion Commission, she praised their tremendous efforts in spotlighting the industry’s growth, stating, “The Fashion Commission is doing a tremendous job to shed light on our industry, and I see the effect of it. Riyadh Fashion Week isn’t the first thing to happen; it’s a continuation of the hard work that has been ongoing. It’s time to shine and take it to the next level.”

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