In her latest creative collaboration, Emirati designer Huda Al Nuaimi is bringing her unique storytelling flair to an everyday essential.
Teaming up with Waitrose & Partners UAE again, she has revealed the fourth chapter of their partnership, a trio of beautifully crafted tote bags.
Inspired by travel and nature, the new Waitrose x NUAIMI collection comprising Capri, Granada, and Riviera, transforms the simple act of carrying a bag into a statement of style and sustainability. We caught up with Huda to hear about her inspirations behind the designs.
Thank you! The inspiration really came from wanting to capture the spirit of everyday life – prints that bring joy, movement, and a little bit of sunshine wherever your day takes you. Each design tells its own story, but they all share the same uplifting energy and sense of freedom.
Capri is bursting with personality, a sun-kissed lemon print that’s playful and full of movement – designed to bring that holiday feeling wherever you go. Granada is my ode to timeless beauty, inspired by the pomegranate, a symbol of richness and life. And Riviera is carefree and full of colour, a joyful pastel print that reimagines the iconic ‘W’ from Waitrose through NUAIMI’s expressive lens.
Each tote celebrates the small, beautiful moments that make up our daily lives – together, they celebrate individuality and functionality, something both NUAIMI and Waitrose UAE deeply believe in.
For me, sustainability and design go hand in hand. It starts with the quality of the product, using materials that are durable, responsibly sourced, and made to last. Each of the Waitrose x NUAIMI bags is meant to be a “bag for life,” not just in name but in purpose.
We also focus on timeless design, creating iconic prints that remain relevant season after season. That’s the beauty of this collaboration: It shows that sustainability doesn’t have to compromise style. You can make mindful choices and still express yourself beautifully.
It’s been such an inspiring journey. The first collection began as a simple idea, to turn an everyday essential into something meaningful and stylish. Over time, the totes have evolved into true lifestyle pieces, growing in both design and functionality.
What I love most is how people have made them their own, you see them on school runs, at airports, at the beach. It’s no longer just a shopping bag; it’s part of people’s stories. That evolution mirrors Waitrose UAE’s own commitment to conscious living – making sustainability a part of everyday life.
I’ve always believed that prints can tell stories, they carry emotion, movement, and memory – and with this collection, I wanted each bag to have its own identity. The hand-drawn, sketch-style illustrations are a signature of NUAIMI, but they also tie beautifully to Waitrose’s appreciation for authenticity and craftsmanship. Every tote feels personal, designed to spark a feeling rather than follow a trend.
It starts with quality and longevity. When something is well made, people keep it, care for it, and value it – and that, in itself, is sustainability.
As designers, we have a responsibility to create with intention, but consumers also have a role to play – choosing pieces that last, that tell a story, and that align with their values. I think collaborations like Waitrose x NUAIMI show how small everyday choices, like carrying a reusable tote, can make a meaningful difference when done right.
