ABOUT US

THE OFFICIAL INTRO

If you’re new here, welcome to Neon Star. It’s great to have you!

We are proud to be an Award Winning Dubai based fashion brand established by our CEO & founder, Holly Hart, in 2016. We have 3 stores in the UAE, an ever changing website collection and are stocked in over 40 boutiques worldwide.

Each piece is designed by us, hand tailored and loved by us here in Dubai. We never use factories or import anything – a truly local brand made to suit all womens' bodies with inclusive sizing from 2XS-3XL.

We create clothing to make women look and, just as importantly, FEEL gorgeous. Classic pieces, hand tailored quality, easy to wear & style, in stunning prints and fabrics.

Our newly re-launched website allows all in stock items to be delivered to you within just 1-2 hours. Or, you can enjoy shopping in store! Visit our stunning flagship store at Jumeirah Islands Clubhouse, Dubai - where we're located right next to the amazing infinity pool. We offer a genuinely fun shopping experience with comfy dressing rooms and practical styling tips from our fully trained & wonderful team for new outfits you’ll love.

A high quality, striking, effortless but gorgeous wardrobe collection to take you from day to night, from beach to brunch and everything in between.

Neon Star is made just for you.

 

THE FULL NEON STAR JOURNEY

We’d love to tell you the Neon story from our CEO & Founder, Holly Hart.

 

“I founded Neon Star back in 2016 with my aim to create a fashion collection for women to look & feel gorgeous in their clothes - whatever your shape or size.

Pre Neon Star, I spent 11 amazing years working for Sony Music in London, New York & Sydney. I managed global marketing & launch campaigns for international artists including Alicia Keys, Beyonce and new emerging acts. My role included styling, branding, album launches, photoshoots, events, music videos and pretty much everything in between! I was so proud to be a true leader in the styling, brand creatives, photoshoots for these iconic women – how to make a woman look & feel like a star was what I was great at, and what I loved to do.

After moving to Dubai with Sony Music the journey continued, and later I was lucky to have 2 amazing little boys. I wanted to focus more on being at home with them so it was time to change up my career & life.

After having my boys, I started to hate my clothes & fashion in general! Not so much the fit, but because I had a new criteria… I wanted to throw on something easy and comfortable to do the school run, that would still look amazing when I arrived for drinks with friends in the evening. My clothes needed to match my body shape, my lifestyle, with zero effort required – and preferably with pockets (!).
I had found a new meaning of the word ‘busy’ and I needed my clothes to work better for me.

I’d had the itch to start my own business for a while and I so missed the creativity from my previous job so I decided to see if I could create something new & special. The excitement really kicked in when I shared with my friends my thoughts on women’s fashion and they agreed that they had been feeling exactly the same.

Confident that there was a gap in the market for this in Dubai – I took the leap (from my kitchen!) and Neon Star was born.

 

 

Founded in 2016, my newfound mission was simple: to create clothing to make women look and, just as importantly, FEEL gorgeous. Classic pieces, hand tailored quality, easy to wear & style, in stunning prints and fabrics. Designed & tested by me – something I genuinely would love to wear myself.

 

 

An easy, high quality, striking, effortless but gorgeous wardrobe collection.

I have been so fortunate to watch the brand grow with such wonderful customers sharing our journey every step of the way. From my kitchen, to my garden, to pop up markets, to mini mall pop up shops, to our very own Flagship store. Everything I design is with our customers in mind - I want you to love it so you keep enjoying the journey with us.

Whilst we’ve grown in size, our brand ethos has never changed. Still to this day, we launch our new collections in the same way. Providing a true personal touch to the collection, each and every design is created, worn and road-tested by me to ensure that they’re flattering, comfortable and fit perfectly. I will never stop doing this as it’s what our customers trust.

 

 

Each item that we sell is hand tailored just for you. We are proud to be NOT fast fashion, we love that we have zero waste/ zero factories/ zero terrible stories about working conditions just for a dress – we’re porud to be slow & ethical fashion.
We work with an incredible team within our own tailoring house here in Dubai and no matter how much we grow, we vow never to use factories to mass-produce. We support the families & growth of our tailors’ lives. The more our customers shop with us; the more the cycle continues to truly help everyone involved in making your dress.

We are a truly local brand, from start to finish. This is what makes us uniquely us.

And speaking of unique - I also love that we offer customisation on our collection too - to perfectly suit your individual style and body shape. Choose your dress, choose the bespoke options, choose your fabric – and we’ll make it – Just for you. Whatever shape you may be, whatever occasion you need an outfit for; our goal is to flatter whichever parts of your body you love and not-so-much love! We’ve got you.

Fast forward to 2023, we’re proud to say that our brand still sits confidently in the middle of style and comfort - something that over the years, we’ve worked incredibly hard to make sure we provide.

Our in-store and online range is made up of a variety of classic day to night dresses, and outfits that carry you effortlessly from beach to brunch. All of which offer that special Neon Star something, making each piece a little bit different and beautifully unique.

 

Over the years, I’m so proud that our following has grown outside of the UAE and we now offer a select collection for wholesale worldwide. We are stocked in beautiful boutiques across the UK, the Caribbean, Europe and will be launching in the US & Australia in 2024. Bringing that Neon style to women around the world. I still get that happy-dance feeling when I spot someone looking just amazing in one of our designs – there is no feeling like it.

I love that the photos we use on our website and socials are NEVER re-touched - it’s just not something that I believe in. I shoot every photo myself (I absolutely love seeing our designs come to life!). We never use models – instead, we involve our friends, family & customers. This inclusive approach is why we’re lucky enough to receive so many amazing photos from our customers that we often re-share across our platform from Dubai & beyond. Our clothes are made for real women, so we make sure that we reflect that in everything you see.

 

  

LEARN OUR STYLES

Today, we have the above styles available both in store and online. The collection has evolved over the years to the one you see now - and we're truly so proud of it. Each piece has been worn, loved and approved by our customers. There's something for every body type, every occasion and everything in-between. 

 

Today, our brand has moved to be predominantly online. We have vastly improved our delivery service this year allowing all in stock items to be delivered to you within just 1-2 hours! This is part of our commitment to ensure you always have something amazing to wear from our website, or just Whatsapp our team for help. You’re only ever one click away from getting the perfect outfit delivered. Shop our latest pieces here.

We also have our flagship store at the beautiful Jumeirah Islands Clubhouse - which we absolutely love. It’s a cosy boutique store located right next to the infinity pool, that caters to all your needs with our gorgeous new collections, plus a wide range of kids styles available. Our Store Assistants are the best at knowing what would suit your body, what colours/shapes to try and to actually make shopping fun! We offer a genuinely enjoyable shopping experience with comfy dressing rooms and practical styling tips you’ll love. Visit us here 

I truly love what I do mainly because of the feedback & joy from our customers who shop with us time and time again. We are so lucky to have you. Thank you for being part of this & for being part of the journey with us.

We can’t wait to see you soon at our Jumeirah Islands store or catch us on our socials @neonstardubai.

So much love, and endless thanks for your support,
Holly & the Neon team xx”

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