Asprey collaborates with Princess Noura Al-Faisal and Nuun

Princess Noura Al-Faisal from Nuun has created a limited edition of bags in collaboration with Asprey. The 1781 iconic Asprey pochette collection is inspired by the 5 regions of the Kingdom of Saudi Arabia and display extraordinary colour combinations and embroidery craftsmanship details that resonate the aesthetic and stories of both brands.

Princess Noura Al-Faisal from Nuun holding her design for Asprey

Tell us about this collaboration:

The NUUN for ASPREY limited bag collection is part of a larger ongoing partnership , I was originally approached and am currently working on a high jewelery collection. I wanted to find a way to combine my love of the Saudi heritage with an Asprey classic design, and representing the five larger regions of Saudi Arabia through color and embroidery patterns seemed the most elegant solution.

The 5 unique designs in the collection

Such a dynamic collaboration brings exciting energy!

Getting the opportunity to collaborate with a renowned and historic house like Asprey has been an absolute dream come true as a jewelry designer. As someone looking to expand creatively into new areas, I don’t think I could have found a better or more exciting partner. The fact that Asprey was willing to trust me with reimagining one of their classic and iconic designs demonstrated such an impressive openness on their part. It really allowed me the creative freedom to experiment. I am so grateful that they gave me this chance to take one of their treasured designs and put my own unique cultural twist on it. Asprey embodies expert craftsmanship with a rich heritage, It was a partnership that allowed both our strengths to shine.

Can you discuss more about the cultural significance of this project?

I wanted this collection to truly reflect the diversity and rich cultural heritage found across Saudi Arabia’s incredible landscape. I have designed five pieces, one for each of the major geographical regions of the country, and took inspiration from the traditional colors, textile patterns, and embroidery unique to each area.

Overall, my aim was allowing the beauty and artisanal handicrafts of each part of the nation to shine through.

Can you go into more details of your creative process?

The biggest challenge was figuring out how to seamlessly blend these two very different aesthetic worlds into single handbag designs that still celebrated both. I knew decisions needed to be made to strike the right harmony and balance. Asprey graciously provided me with the outlines of their iconic 1781 pochette as a framework since that classic silhouette left the creative embellishing completely open. My next step then was to immerse myself into research on Saudi heritage patterns and embroidery techniques found across different Saudi regions. I loved discovering this rich, visual history and worked closely with the Art of Heritage archive to educate myself and select the exact, traditional color palettes. I chose a single distinctive regional motif for each Asprey pochette in the collection, making sure it felt cohesive with the base structure.

Were there any challenges you didn’t anticipate?

As a designer, the hardest thing for me is developing an entire collection remotely without being hands-on with the physical creative details. I really thrive being intricately involved in person. And this being my first ever handbag line made that creative leap feel even more intimidating at times. But I relied heavily on support from both my team at Nuun Jewels and the incredible Asprey artisans. They were partners every step of the way even while we were all apart in different locations. I remember when I first saw images of the finished bags prominently displayed and spotlighted in Asprey’s iconic London windows. It gave me this huge pride to see our collaborative vision come to fruition from a distance. While virtual design can feel isolating, this process showed me that amazing things can come from cross-culture teams deeply committed to celebrating heritage through modern luxury despite any geographic separation.

What was your main intention of the message you wanted to share?

At its heart, this entire collaboration with Asprey was an exercise in cultural diplomacy. My aim was to spotlight and celebrate Saudi cultural heritage on an international scale in a way that has never been done before in the luxury fashion world. I wanted to showcase the incredible diversity, vibrancy, and beauty of our regional motifs and artisanship for audiences who may be completely unaware of its existence. I also wanted Saudis themselves to feel a sense of ownership over seeing these details showcased in global modern luxury. This fusion is the best form of diplomacy - it promotes connection, understanding, and recognition between societies through collaborative art honoring both our stories. My proudest hope is when someone admires these bags, they feel visually transported through the rich heritage thriving in Saudi Arabia via our joint, diplomatic design journey with Asprey.

Are you planning any future collaborations?

Yes, these handbags are just one creative facet within a much broader collaboration I’ve launched with the incredible Asprey artisans. We viewed this as a long-term cultural fusion - it began with a limited capsule of rings I designed in homage to iconic Asprey codes reinterpreted through a Saudi designers lens. Those debut pieces were exclusively sold at the ATAYA exhibition last year . We always envisioned carrying on from there, which led to these regional heritage-inspired handbag collections. And I’m thrilled to share this cross-culture co-design journey will culminate in a one-of-a-kind high jewelry range I’m currently developing for Asprey fusing our two design aesthetics on a grand scale.

Tell us about your personal connection to this stunning collection, being from Saudi Arabia, how did you bring your personal story along with the story of the nation into the design process.

It's difficult for me to pinpoint one particular region I identify with most. I grew up split between Najd and Hijaz and feel that dual sense of belonging to both areas very deeply. But I would say that through my artistic work I'm constantly embarking on an ongoing journey of discovery when it comes to my homeland. The more research I did around the Kingdom's local artisanal traditions, the more I uncovered incredible regional nuances I hadn't been aware of before. Each community and location has such unique design details, colors, and textile histories that speak to Saudi's richness as a creative melting pot.

So this collection really sparked what has become a life-long passion . My eyes were opened to entire artistic worlds I can't wait to keep learning about and pay tribute to in my future design collaborations. More than connecting to one specific place, I'd say this collection connected me to the exciting breadth and depth of artistry my country has to offer.

Any advice for aspiring designers?

I'd offer young, aspiring creators two main pieces of advice. First - make the commitment to continually learn, grow, and develop your design skills. Regardless of innate talent, this is a never-ending journey if you want to excel in luxury artistry. Be actively engaged in improving upon your native abilities through hands-on practice, study of both historical and cutting-edge techniques, and constant curiosity.

Second - is to be courageous by experimenting with the unknown. Creativity rarely follows a linear path, so don't be afraid to take risks, play with unconventional combinations, and push boundaries. Some of my proudest works have emerged from simply trying something new without overthinking. Allow yourself to be bold through the design process. Stay determined and don't ever allow fear of failure to limit your creative horizons.

If up-and-coming artists dedicate themselves to mastering their craft while feeling empowered to innovate outside their comfort zone, they can achieve incredible things. This career path is a marathon, not a sprint - but for those willing to put in the work, it’s an endlessly exciting and fulfilling journey bringing beauty to the world.

The bag collection will be presented at the iconic Jewellery Salon this February in Riyadh and Jeddah.

Jewellery Salon 2024 is a premier trade show in the jewellery and watch sector in the Middle East. 

With a focus on presenting the finest and rarest jewellery pieces, the event is a gateway for prime jewellers to engage with Saudi Arabia'a elite. The trade show aligns with the "Saudi Vision 2030" programme encouraging cultural diversification and the participation of Saudi women in business all around the kingdom, including  the showcase of female designers.

Show dates:

Riyadh, 20-24th February 2024

Jeddah, 27th February - 1st March 2024

Learn more: https://www.jewellerysalon.com/en/