Dubai Mall's dress code goes viral: Influencer's call for modesty earns Sheikh Hamdan's approval
A TikTok video of a Dubai-based influencer promoting modest dressing at Dubai Mall has sparked widespread praise, cultural reflection, and even royal recognition. Jacquelyn May, a Canadian content creator living in the UAE, posted a short video on May 28 showing herself in a traditional Emirati Jalabiya, urging visitors to dress respectfully in public spaces.
The video, which received over one million views and was liked by Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai, has since gone viral, stirring conversations about etiquette, cultural awareness, and the values that define Dubai's public spaces.
Jacquelyn May's inspiration behind the viral dress code video
Jacquelyn May was prompted to create the video after seeing a woman wearing revealing clothing at Dubai Mall's new "The District" area. Shocked by the attention the woman drew, May decided to respond with a light-hearted, culturally sensitive message reminding visitors to respect local customs.
'We live in Dubai and must respect its culture and customs,' she explained, noting that her intent was not to shame but to promote awareness in a humorous and positive tone.
A citywide conversation across Dubai
The video struck a chord not just with fellow expatriates but with Emiratis and long-time residents. Many social media users expressed gratitude that someone outside the local community took initiative on a subject often left unspoken. Comments like 'As an Emirati: thank you,' and 'Respect is the least we can offer as guests' flooded her post.
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With Dubai Mall welcoming over 111 million visitors in 2024, the conversation has found resonance across diverse communities.
Sheikh Hamdan's subtle endorsement
The moment that amplified the video's reach came when Sheikh Hamdan himself liked the post. Known for his support of social initiatives and civic values, the Crown Prince's simple gesture was seen by many as validation of the message. For May, it was a surprising and humbling moment. 'I was completely shocked,' she said.
'It means a lot.'
Not about restrictions, it's about respect
May clarified that she wasn't promoting strict rules or conservative dress across all settings. 'You can wear a bikini to Kite Beach, it doesn't matter. But there's a time and place for everything,' she explained. Dubai, while cosmopolitan and inclusive, still places value on respectful conduct in public family-oriented venues like malls, parks, and mosques.
Fashion with cultural integrity
Rehma Mirza, a Dubai-based modest fashion stylist and sustainability advocate, supported May's message.
'Culture and styling aren't separate, they shape how we feel and how we carry ourselves,' she said. Mirza believes aligning fashion with cultural awareness helps young people stay grounded, especially in a world of fast-changing trends.
The broader impact
What began as a one-minute video has now become a touchstone for respectful tourism, civic pride, and cultural coexistence. In a diverse city like Dubai, where modernity meets tradition, May's message serves as a reminder that style and respect can go hand in hand, and sometimes, even go viral.
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