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Last weekend, as Matthieu Blazy’s new collection dropped at Chanel in Dubai Mall, queues formed outside, not unlike other fashion capitals in recent weeks. But Dubai right now is not like every other fashion capital. The city is in the midst of the US-Israel-Iran conflict, with Iran directly targeting the UAE.
Still, Dubai is a city known for its resilience, stability, and penchant for the good life. The Middle East has emerged as a bright spot for luxury amid the slowdown: the latest Bain-Altagamma Luxury Goods Worldwide Market study predicted 4% to 6% growth for the region in 2025, with Dubai at the epicenter. Naturally, new conflict poses questions around the market’s trajectory, at a critical time for the sector to remain attentive to Dubai’s evolving dynamics. While stores have remained open throughout this period, plummeting tourism has raised concerns for the region’s outlook. For now, though, local consumers are still shopping.
Waiting over an hour and a half on a Sunday morning at Chanel was Reema Ameer, a longtime Dubai resident who is half Lebanese-Syrian and half Sri Lankan. On her wishlist were two ready-to-wear pieces. By the time she entered the store at noon, both were sold out, while the handbag section looked thoroughly depleted. For Ameer, a fashion designer herself, it was a clear sign that the appetite for luxury remains strong.
Two factors have historically driven demand in Dubai: a high concentration of high-net-worth individuals (HNWIs), a cosmopolitan mix of Emiratis, other Arabs, South Asians, Europeans, and North Americans; and tourism, which has now slowed to a standstill. While some expats led at the start of the war, many residents, particularly Emiratis, other Arabs, and South Asians, are choosing to stay and continue spending.
Dressing through disruption
Luxury brands should focus on the residents who have stayed, who feel safe despite the crisis, and who are continuing to shop. “Women here love dressing up, it’s part of our DNA. Many women in Dubai come from places like Lebanon, Syria, or Iran, where they’ve lived through periods of uncertainty, so they understand the importance of rituals. Dressing up helps you feel normal,” says Dubai-based Lebanese Lama Jamal and founder of @DubaiStreetStyle, which has nearly half a million followers.
Jamal notes that while large-scale events are on hold, social life has not disappeared, only recalibrated. Many residents are taking staycations, with hotels offering special packages to residents. Dubai’s Banyan Tree Hotel, for instance, is offering a discounted room rate and spa voucher. Jamal, who recently spent a long weekend at a luxury property in Dubai, says she is currently in a resort mindset when it comes to shopping. “Summer is coming, so we are hopeful that by the holidays this war will be over and we will be traveling again,” she says. Resortwear brands like Zimmermann and Alémais are particularly on her radar.
The sense of dressing as both ritual and control is something personal shopper, stylist, and brand consultant Vasil Bozhilov has observed across his clientele, many of whom are from the Emirati community. “In times of uncertainty, fashion doesn’t disappear, it actually becomes more intentional,” he says. “In Dubai, I wouldn’t even frame it as resilience. It’s simply part of the culture. Being polished and put together is non-negotiable — it’s how people present themselves, how they exist socially.”
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