How global luxury brands are tailoring collections for the Middle East

Khaleej Times

20-05-2025

by Sidhi Kapoor
luxury brand's success story thrives on some key elements — a balanced mix of sophistication, design sensibility, glamour, quality and most importantly the culture and emotions. The need to connect with the consumer is extremely advantageous. The potent combination of sense and sensibility works extremely well in a setting like UAE where tradition and culture hold high value. Here come in the global luxury brands that are tapping on these two potential assets and reaping benefits in return by creating limited-edition collections just to suit Middle Eastern tradition and culture.
'Middle Eastern consumers feel connected to the brands they support. They seek exclusivity, cultural relevance, and enduring quality. Limited editions, personalisation, and storytelling are key drivers of demand. More than ever, they want products that express identity with a sense of pride in their heritage and a connection to the world of luxury that feels both personal and purposeful,' says Daniela Di Luca, senior vice president and managing director of the Timex Group Luxury Division.
A line-up of international luxury brands is customising and personalising their collection to appeal to the UAE market. The most recent example of this has to be the exquisite range of hijabs and abayas in beautiful signature prints by Dolce & Gabbana. This turned out be super successful for the label. Indeed, the luxury market is growing exponentially and shoppers are increasingly looking for luxury brands creating more products that suits the cultural sensibilities and personal style.
It is significant when luxury brands take the time to design collections that pay tribute to Middle Eastern and Arab traditions. Houses like Dolce & Gabbana, Bulgari, and Santoni have produced beautiful, culturally inspired lines — but the impact depends on the depth of their approach. 'What matters most is acknowledgment. If a collection is inspired by Arab culture, it should be clearly and publicly credited as such — not just subtly referenced. Inspiration should be treated with transparency, reverence, and storytelling, rather than borrowed for aesthetic value alone,' feels Nezha Alaoui, author and founder of Women Choice.
The Middle East offers an abundance of visual and symbolic richness. 'We were particularly inspired by the intricate geometric forms of Islamic art, mosaic detailing, and the poetic symmetry found in regional architecture. These elements became the foundation of our designs — not simply as decoration, but as expressions of legacy and spirituality,' says Batool Kerdi and Marah Kerdi, co-founders of Italian brand BijouQ fine jewellery.
So what inspired the international luxe brands to create product range that's so suitable to Arab flavours?
Giuseppe Santoni, president and chairman of Santoni, has the answer. 'While our limited-edition collections are usually launched globally, we always pay close attention to the specific cultural needs and lifestyle preferences of each market including the Middle East, with its rich traditions and refined sense of style. For instance, we have an extensive range of slides models that cater to the region's climate and cultural practices — designed not only for comfort and elegance but also with the Middle Eastern aesthetic in mind while staying true to Santoni's values of craftsmanship and timeless sophistication,' says Santoni.
Brands who have had long lasting consumer base in UAE ensure that their collections are deeply rooted in the longstanding partnerships built across the Middle East. These local relationships are invaluable to brands as they bring not only knowledge of the market, but they also bring an intimate understanding of the consumer and their needs. 'The Timex Group Luxury Division, which includes Versace, Ferragamo and Philipp Plein Timepieces, sees this region not only as strategically important, but as a market that really shows an appreciation for craftsmanship and our brands. Just as important is cultural relevance. Driving local relevancy of our consumers values, customs and needs is our process and not just a step where we check the box. We do this and then working closely with our design director, Giorgio Galli in Milan, we ensure each exclusive creation reflects the DNA of our brands while being thoughtfully adapted to local tastes and traditions,' says Di Luca.
Tailored offerings for target audience in Dubai and other Middle Eastern locations, brands are focused on long term customer relationships that ensure the product line is shaped by a synthesis of brand heritage, regional relevance, and current trends. Brands lay emphasis on culturally resonant elements that play a central role. From adding local design motifs to bringing in emotional richness of colours and culture during festivities to traditional craftsmanship techniques — brands and designers are merging local flavour with distinctive identity of each brand.
Brands are looking more towards inclusion while working proactively on marketing strategies to ensure cultural sensitivity and authenticity in their designs, says Alaoui. 'Cultural sensitivity requires collaboration, context, and representation. Brands must move beyond symbolic gestures and engage deeply — whether by consulting cultural experts, working with regional designers and artisans, or casting local models who reflect the heritage being honoured. The use of local voices and faces fin campaigns isn't just a marketing strategy — it's a gesture of respect and inclusion. As someone who collaborates selectively with luxury brands, I value those who make this commitment genuinely, not performatively.'
Luxury brands are aware that the charm of driving demand lies in exclusivity along with inclusivity. Most of them launch limited edition products specially made for the Middle Eastern market. A classic example would be their launch of specially-designed limited-edition Birkin bags by Hermès, inspired by UAE culture, to satisfy HNI customers craving for collectibles.
Label Santoni has a similar story and thought process. 'In every pair of Santoni shoes, there is a story — a story that begins in the heart of Le Marche in Italy where the artisanal craftsmanship is a way of life. We don't just make shoes; we continue a cultural legacy that has been passed down through generations. Consumers from the Middle East have a deep appreciation for quality, craftsmanship, and exclusivity. They are incredibly sophisticated and attentive to detail. They look for products that reflect not only luxury, but also identity and culture. We've observed a strong demand for pieces that combine comfort with elegance.'
Brands are rolling out limited edition rare lines with focus on detailing. Take Hoffman timepieces for example. Their limited-edition collection features a striking teal green dial and sapphire teal green bezel, a bold yet refined choice that reflects the evolving tastes of watch collectors in the GCC.
Will Hoffman, creative director and founder of Hoffman timepieces puts it in perspective. 'The colour represents modern elegance, confidence, and individuality. Paired with a stainless-steel case and manual-wind mechanical movement, the combination delivers a bold yet refined identity exclusive to this release. The Gulf region has been an incredible source of support ­­— from passionate collectors to enthusiasts who value craftsmanship and authenticity. For the GCC Edition, we incorporated Eastern Arabic numerals on the dial. From typography to colour palette, ensuring the watch speaks to the region without feeling overdone. The use of Eastern Arabic numerals is a key design choice that immediately connects the timepiece to the region. We were also inspired by the spirit of hospitality, pride, and precision that characterises Gulf culture — elements that naturally align with the brand's values.'
According to latest figures by IMARC group, the UAE luxury market is expected to reach USD7 billion by 2033, exhibiting a growth rate (CAGR) of 5.52 per cent during 2025-2033. Undoubtedly, today's consumers are smart shoppers too. 'They desire elegance, quality, and beauty but are deeply connected to their roots. They increasingly seek substance behind the style. They're drawn to collections that reflect their identity, their values, and their sense of belonging. For luxury brands, this is more than a trend, it's an invitation to be part of something more meaningful. They speak to a generation that wants to see itself represented in the luxury world, not just sold to," wraps up Nezha Alaoui.