A powerful shift is underway as regional brands move from niche players to central cultural forces.
On May 1, The Giving Movement, a Dubai-born label known for its elevated streetwear, began stocking a curated selection of emerging homegrown brands in its store in City Walk Mall.
“The Movement Edit” is designed to showcase UAE-based brands, including skincare label Sade and headwear brand Hattitude. It’s not the only retail spot in Dubai platforming local brands. The Edit Dubai, a conscious fashion space, recently hosted a pop-up for six UAE-based designers, offering them retail space and visibility for a week.
Meanwhile, Vogue Arabia has launched #BuyEatStayArabia, a curated guide spotlighting homegrown labels, restaurants, and staycation destinations across the region. At a larger scale, Majid Al Futtaim, one of the Middle East’s largest retail and leisure groups, based in Dubai and operating across the region, is formalizing its role in shaping the UAE’s retail pipeline.
In partnership with Dubai SME, part of the Dubai Department of Economy and Tourism, the group has launched Ma’an , a platform designed to integrate UAE-based entrepreneurs into its ecosystem — spanning assets such as Mall of the Emirates and Vox Cinemas. Announced at the start of April, the initiative opened applications to small businesses, with the first cohort set to be unveiled in due course.
Across media, retail, and government in the UAE — a country that has always been known for its penchant for international luxury goods — the message is increasingly aligned: homegrown is no longer a niche narrative. This momentum is being shaped, in part, by wider geopolitical uncertainty. The Iran war has accelerated both consumer behavior and institutional focus toward proximity, identity, and resilience.
This shift is also driven by a more self-assured local consumer seeking cultural relevance, alongside the UAE’s emergence as a creative hub rather than a simple retail destination.
“There has been growing local pride in the last few years,” says Rania Mansri, CEO of The Giving Movement. For her, homegrown fashion sits at an inflection point.
“In difficult times, people naturally come together and support each other, so this moment accelerates that shift. ” For international players, this means adopting more considered localization strategies. Such as integrating local creative talent, developing culturally resonant collaborations that go beyond seasonal Eid campaigns, and building more nuanced forms of consumer engagement.
“But all brands, whether homegrown or international, need to think local in this region,” Mansri adds. Dressing the shift It’s a sentiment that spans all countries in the Gulf region: Bahrain, Kuwait, Oman, Qatar, Saudi Arabia, and the UAE. Kuwait remains one of the Gulf’s most fashion-forward and discerning luxury hubs, yet it has also navigated a politically complex environment in recent years, even before wider regional tensions accelerated.
While this has impacted retail cycles, it has not shifted the behavior of Kuwait’s high-net-worth consumer, who continues to prioritize distinction and individuality in their buys — and is increasingly looking to local brands to do so.
“International brands are trying to reach the consumer more through targeted campaigns like Ramadan or Eid, or by developing specialized collections. But it generally feels quite superficial and not very in touch with what the consumer actually wants,” says Kuwait-based eveningwear designer Bazza Alzouman.
“Local brands, though, are increasingly stepping in to fill those gaps. ” She also points to a deeper shift in consumption itself.
“There are more conversations now around the power of what you wear, who you wear, and where you spend your money. Clothes are not just clothes. Where you shop is also a statement about who you are, what you believe in, and what you want to say to the world. ” Designer Honayda Serafi says she’s noticed a similar shift in her home market of Saudi Arabia.
“Today, there is a stronger sense of pride in local identity and a growing appreciation for Saudi-made products,” she says. “This shift is largely driven by a young, culturally engaged audience that sees fashion as a form of self-expression and belonging. ” Her label Honayda retails across the region, in London at Harrods, and in the US through Saks Fifth Avenue. Serafi is one of the early Saudi female designers to build a global luxury label.
“Saudi Arabia is experiencing a defining moment in fashion,” she says. “Homegrown is no longer an alternative, but a central part of the narrative. ” Culture, conflict, and creative identity That relationship between identity and visibility is even more pronounced in the work of Reemami, founded by UAE-based Palestinian designer Reema Al Banna.
She says her heritage began shaping her design language more consciously from 2019 onward, with the Gaza strikes on October 7, 2023, marking a pivotal moment for both her life and her label.
“Being from Gaza and having family there created a deep sense of disconnection and shock,” Al Banna says. “Continuing to run the brand during that time was not a creative choice; it was something I had to carry while everything around me felt like it was collapsing. ” While the unfoldings brought visibility to Palestinian designers, it came under painful circumstances.
“As events unfolded, people around the world began looking for ways to support Palestinians, not only through aid, but by engaging with and uplifting Palestinian culture,” she explains. “That visibility came under painful circumstances. It is not how I would have ever wanted the work to be seen, but it reinforced the importance of continuing, of telling these stories, preserving culture, and holding on to identity through the work.
” Karen Wazen, a leading fashion influencer in the region and co-founder of her eponymous eyewear and jewelry brand, says the current climate has not slowed her expansion plans, but it’s sharpened her intent. Her recent beach takeover at Dubai restaurant Bebabel’s Palm Jumeirah signals how regional brands are activating lifestyle-led experiences. The Karen Wazen Beach Club, complete with a pop-up boutique, will run until the end of May.
She has also launched a new jewelry line, The Spiral, and is preparing to open her first store in The Dubai Mall.
“I felt strongly that this was not a moment to step back, but rather to continue showing up and creating. Regional brands deserve that visibility, and it feels like it’s very much their time to be seen,” Wazen says. She adds that what began as a marketing narrative is now becoming integral to the business, as media, retail, and brand platforms increasingly embed local names into campaigns, partnerships, and retail ecosystems rather than positioning them as add-ons.
Beyond a trend At an institutional level, the shift is also becoming embedded in retail strategy. According to Khalifa Bin Braik, CEO of Majid Al Futtaim Asset Management, malls are evolving beyond transactional spaces into platforms for cultural and commercial growth.
“The next chapter of fashion retail in this region will not be written by global names alone,” says Bin Braik. “It will also be shaped by ambitious local founders creating brands with cultural relevance and international potential. ” What the Gulf is experiencing is part of a broader evolution seen in markets such as India and China, where strong demand for international luxury eventually gives way to a more defined space for homegrown identity.
In the current moment, that shift has only accelerated.
“I think this is a very important moment for the industry as a whole,” says Wazen. “The rise of homegrown brands is raising awareness around the depth of talent and creativity in the region, and naturally, it shifts expectations. Consumers are more connected to their identities and more conscious of what they support. It is less about presence and more about connection.
” The question now is no longer whether homegrown brands can compete, but how deeply they will reshape what luxury in the region actually means.
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