This month, CF looks at Dubai’s chicest homegrown labels. These are the Emirati brands to shop in Dubai.
Dubai may be famed for its glittering malls and global designer names, but the city’s real style story lies with its homegrown talent. A new wave of Emirati brands is redefining what luxury looks like in the UAE, blending cultural heritage with effortless wearability. With the cooler months rolling in, there’s no better time to visit as the desert heat softens, rooftop terraces come alive, and the city’s creative energy is at its peak. From sculptural jewellery to statement bags, these labels capture the essence of Dubai’s evolving identity. So, as you plan your escape this season, skip the usual suspects and discover the local names every in-the-know traveller should have on her radar.
Dima Ayad Shop for: fashion and ready-to-wear
Established in 2010 by Dubai-based Lebanese designer, Dima Ayad brings her signature modern elegance to Dubai’s fashion scene, blending timeless tailoring with contemporary ease. Already a favourite among local tastemakers, her collections mix structured blazers, flowing dresses, and statement accessories. Key pieces from this season are her vegan leather collection with structured long trenches, cropped silhouettes and sleeveless variations: “this collection represents what fall means to us in Dubai,” Dima Ayad, founder and designer, tells us. “Our pre-fall is fall. This is the thickest we’d ever get and I wanted to create leather staples that feel timeless and effortless.” Designed to empower and celebrate modern femininity, Dima Ayad’s pieces are perfect for both workwear staples and elevated evening looks, making her label a go-to for those seeking contemporary style with heart and sophistication.
Bouguessa Shop for: fashion and ready-to-wear
Faiza Bougouessa’s eponymous label sits at the intersection of minimalism and modern luxury, redefining what modest dressing can look like. Born in Algeria and raised in France, the Dubai-based designer launched her brand in 2012, bringing a distinctly architectural approach to contemporary womenswear. We love how her A/W campaign celebrated women and is shot with ten female-only leaders, entrepreneurs, innovators and creators: “Bouguessa has always been about them, the women who mirror what true elegance and strength look like in the real world,” says Faiza Bouguessa. A palette of neutral tones and her iconic outerwear is reimagined with architectural precision, while draped dresses and elevated knitwear embody effortless femininity.
Kayali Shop for: fragrance
The newly launched Oudgasm collection by Mona Kattan – the visionary founder of KAYALI – is already causing a stir, swiftly disappearing from shelves around the world. Born from Mona’s deep-rooted passion for oud, the collection pays homage to one of perfumery’s most decadent and coveted ingredients. Since its debut in autumn 2023, Oudgasm has become synonymous with sensorial indulgence, encapsulating the richness of Middle Eastern fragrance rituals. Each scent offers its own contemporary interpretation of oud, inviting wearers to explore the art of layering through a modern, luxurious lens. The Oudgasm Chocolate Oud and the Oudgasm Milky Mush are two new additions redefining how playful oud can be. “Oudgasm is all about sensuality, individuality, and storytelling through scent,” Mona says. “With Chocolate Oud and Milky Musk Oud, I wanted to show the full spectrum of oud – its ability to be both wild and warm, sweet and seductive, comforting and captivating. These two new juices are a major step in building the Oudgasm world with bold, unforgettable expressions that push boundaries and invite play. We want to continue redefining what oud can be, for every mood, every layer, and every story”.
VIKJET Shop for: fine jewellery
This stunning Dubai-based fine jewellery business captures modern luxury through vintage designs and a modern lens. Co-founders – husband and wife, Vik and Natasha Jethwani – established the business 15 years ago, with a family heritage in pearls. VIKJET Jewellery elevates everyday style with a distinctly contemporary edge, turning fine craftsmanship into wearable art. The brand is known for its bold yet elegant pieces, from sculptural pearl rings and layered chains to gemstone adorned bracelets that catch the light with every movement. Each design balances minimalism with statement-making detail, making VIKJET pieces perfect for both everyday layering and special occasion styling: “Studio Luxe FW 25 embodies the true spirit of our label,” says Natasha Jethwani, co-founder. “We have always been inspired by vintage pieces and the interesting textures and finishes. This collection was all about recreating the classics in our own modern VIKJET way. Pieces that will always stay relevant no matter your age or your style”. The word is that they own the best jewellery security locker system in Dubai, too.
The Edit Shop for: lifestyle, fashion, and accessories
Curated by founder, Rumana Nazim, The Edit brings together a thoughtful curation of fashion, jewellery, accessories, beauty and homeware, with 95 per cent of brands founded by global women. Every piece reflects ethical practices and sustainable thinking, making it a go-to for those who value style with a conscience. “Shopping at The Edit is meant to feel instinctive, sort of like wandering through someone’s home where you discover pieces, scents and textures that speak to you,” Rumana muses. To create this in-store, smaller, niche labels sit alongside a matcha bar, creating a space where discovery, indulgence and conscious shopping come together in one effortlessly chic stop. “I want it to be less about buying and more about finding things that feel personal and lasting; where you discover pieces chosen with intention that tell a story and stay with you,” she asserts.
Bambah Boutique Shop for: resortwear
For beach wear and modest dressing, visit Dubai based Bambah, founded by Egyptian entrepreneur Maha Abdul Rasheed in 2010. Bambah channels effortless elegance with a playful vintage spirit, offering a fresh take on Dubai’s resort-ready style. The label has become synonymous with cool, crisp kaftans and breezy white crochet pieces that embody relaxed sophistication. Each collection pairs feminine silhouettes with clean lines and subtle retro touches – all with just the right amount of glamour. Perfect for long lunches, seaside escapes or sunset soirées, Bambah’s pieces bring a sense of timeless ease to any wardrobe. “I wanted to create an easy to wear collection that can cater to women of different sizes and body shapes – that’s also easy to travel with, easy to care for and easy to transition from day to night with the right accessories,” says founder Maha Rasheed.
o'de rose Shop for: interiors and lifestyle
o’de Rose is for those who love discovery – a concept store where fashion, art and design meet Middle Eastern charm. Founded by sisters Racha, Nadine and Tara Al Khoury, the boutique curates an inspiring blend of regional and international talent, from ready-to-wear to jewellery, homeware and accessories. Inside, the space feels like stepping into a modern-day salon: colourful, eclectic, and effortlessly chic. Shoppers come for the crisp kaftans and statement jewellery, but stay for the design-led interiors and warm hospitality. True to its name, o’de Rose celebrates beauty in every form. “It was important for me to showcase regional brands and give them a platform, especially since Lebanon is home to so many talented designers,” founder Nadine Kassem reveals. “By featuring local creations, I feel I’m not only supporting these artisans but also adding a unique and meaningful angle to the shop’s offerings”.
Skin Story Clean Beauty Shop for: makeup
Available in 37 locations across the region, Skin Story is a go-to brand for clean make up that is chemical free. Founded by two sisters, Nidhi and Rashi Sethi are on a personal mission to be the biggest clean and inclusive beauty supplier in the country. The cultural and visual richness of the Middle East, where the two sisters grew up, has been a major source of inspiration, nurturing their desire for aesthetics and beauty. “Skin Story Clean Beauty is a team of product experts and strategic business experts who aim to establish “futuristic beauty” within the Middle East and India, Nidhi tells us. “Being brown skinned has always been challenging, and the need for women like me to be catered to, has created our brand”.
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Lead image: Bambah
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