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From heritage-inspired silhouettes to elevated everyday basics, the UAE’s fashion scene is brimming with homegrown talent redefining modern style. Beyond the global labels that line the region’s premium shopping destinations, local designers and entrepreneurs are crafting pieces that capture the country’s culture and cosmopolitan spirit.
Whether you’re searching for a luxury abaya, refined jewellery, statement handbags or effortlessly chic wardrobe staples, these homegrown brands are well worth the visit.
Serrb
For Emirati-created abayas, kaftans, capes and dresses, head to Serrb, founded by sisters Budoor, Noor and Sarah Al Khaja. The brand offers a blend of traditional modesty with contemporary style and high-end fabrics to evoke minimalist sophistication. Currently, Serbb can be found exclusively online.
Savolinna
No shopping expedition is complete without jewellery. At Savolinna, pieces are artfully crafted in timeless designs, combining traditional techniques with modern flair. Born out of the creativity of Emirati entrepreneur Hessa Al Shafar, Savolinna’s signature style is bold and sculptured, with striking proportions and intricate finishing. Their collections can be found online and at partner stores such as Al Fardan Fine Jewellery.
Odeem
For timeless luxury handbags, slow fashion and handcrafted accessories, think Odeem, created by Fatma Al Otaiba. With a focus on a variety of leather skins and textures, handbags are individually designed to be durable and relevant so they can age beautifully over time. They also have two novel fragrances, white and gold plated silver earrings, clutches, totes and more.
Noora Shawqi
Noora Shawqi epitomises effortless femininity through clean designs and exquisite craftsmanship. The eponymous designer draws inspiration from her travels, showcasing fine jewellery collections that combine heritage-references with flawless designs to create unique pieces with a timeless aesthetic. Accessories range from everyday companions to special-occasion wear, and can be found online.
Bouguessa
Faiza Bouguessa opened her contemporary prêt-à-porter label in Dubai after learning the basics from her seamstress grandmother and undertaking internships at tailor shops throughout her adolescence. She now designs three collections a year for her studio in Dubai Design District. The fashion house is known for its highly modern cuts, bold lines, geometric precision and contemporary classics inspired by art and architecture.
AÏZA BEAUTY
On a mission to put Arab ingredients on a global stage, Aïza Beauty has created modern skincare and haircare that’s rich in culture and quality. Its unique blend of heritage and high-performance science brings together powerful Arab superfoods like dates, frankincense, and black seed oil with science-powered actives and modern skincare innovation from world-class labs in Korea, Japan, and Italy. Over time, you’ll notice visible results: smoother texture, a healthier glow, and more resilient skin and hair.
