Styling for a Saudi Icon: Nora Al Shaikh’s Selfridges Launch
Photo by: @pipjukesstudios
Every now and then, something happens that reminds you why you started.
This past week marked one of those moments for us, our very first styled shoot in London, created for none other than Nora Al Shaikh, one of Saudi Arabia’s most visionary womenswear designers. The shoot was part of the official photo campaign for her pop-up launch at Selfridges London, a powerful step in bringing Saudi fashion to a global stage.
Styled by the incredibly talented Annie Grace, this shoot felt like a celebration of culture, creativity, and quiet confidence.
Where Saudi Sophistication Meets London Cool
Nora Al Shaikh’s designs speak for themselves. Graceful, contemporary, and unapologetically refined. Annie brought a sharp editorial edge to the shoot, styling each look with intention, care, and a deep understanding of both the brand and the moment.
Seeing the finished looks, the contrast of soft textures against the minimalist London backdrop, the strength in every pose was surreal. It was fashion, yes, but it was also identity. It was cultural storytelling. And it was beautiful.
Jewellery as the Final Voice
One of my personal highlights was seeing how the jewellery added depth and dimension to each look. Whether it was a bold sculptural earring, a delicate chain, or a gold cuff, every piece was chosen to complement and elevate. Jewellery wasn’t an afterthought here, it was part of the narrative.
Being involved in curating these pieces meant a lot. It gave me the chance to contribute creatively, and to align with a campaign that represents the kind of work I hope to do more of - thoughtful, global, and rooted in strong women’s voices.
Shop the Featured Jewellery
We were so excited to see some of our favorite pieces come to life in this shoot. These accessories weren’t just styled in, they became part of the story. Stylist Annie Grace frequently reached for our Eternal Muse Earrings, Twisted Gold Cuff, Empress Hand Chain, Gold Link Chain Ring, and the bold yet refined Muse Link Chain, pieces that hold their own while complementing Nora Al Shaikh’s elegant designs.
You can explore and shop the featured jewelry here:
Each piece was selected for its timelessness, sculptural edge, and ability to translate across style and culture - values that reflect our brand at its core.
A Milestone and a Beginning
To be part of this campaign for Nora’s launch at Selfridges is something I’ll never forget. It’s a reminder that fashion can transcend borders, and so can collaboration. I’m beyond grateful to Nora for her trust, to Annie for her vision, and to the entire team behind the scenes for creating something so powerful.
Thank you for being here, for supporting this journey, for seeing the vision, and for celebrating moments like this with us.
With love,
Farhana K.
