Culture has always been a strong part of Honayda Serafi’s identity. Born to an erudite family with strong links to the fine art world – her mother is a renowned fashion and art historian – she cultivated her artistic sensibilities from a young age, honing her curiosity about the world around her and developing a love for poetry, music and arts. Her profound passion for the culture and traditions of her homeland, Saudi Arabia, is strongly communicated in her designs.
Honayda read Fine Art at university before moving to Paris to study fashion. She has been working as a designer since. On top of creating her own label, she is an accomplished sculpture and poet, and also an ambitious working woman actively involved in her family business from a very young age.
From a creative perspective, Honayda Serafi takes the personalities of the different women who have inspired her in life – whether from folklore or her real-life experiences – as her starting point, believing that each and every woman has a role to play and a message to convey, whatever her position in life.
“Honayda” is the Arabic word for a sword’s sheath, symbolizing the combination of strength and protection that appropriately sum up her outlook on life and business alike.
Honayda Serafi believes strongly in giving back to society and inspiring youth to fulfill their dreams. She is a fervent supporter of philanthropic initiatives as well as a guest lecturer at leading universities offering fashion courses for women. Raised by a philanthropic mother, Honayda was propelled into social responsibility at a very young age. She has become an active player and board member but also the founder of several NGOs and universities with fashion design programs in Saudi Arabia ever since.
In May 2020, Honayda launched the ‘Sketch&Give’ initiative, in collaboration with a number of NGOs, fashion designers, fashion retailers, fashion universities and institutes, popular public figures and advertising and media companies in Saudi Arabia. A project that aimed at helping the people in need by involving the fashion community in donating an outfit for each sketch shared on the social media platforms.