A growing “shop local” movement is reshaping the luxury and fashion landscape across the Gulf, with consumers increasingly turning toward homegrown brands amid regional uncertainty and a stronger sense of cultural identity, according to a report by Vogue Arabia.
The report highlights how UAE-born streetwear label The Giving Movement recently launched “The Movement Edit” at Dubai’s City Walk, showcasing emerging local labels including skincare brand Sade and headwear label Hattitude.
Other initiatives are also amplifying regional talent. Dubai-based retail concept The Edit Dubai hosted a pop-up featuring six UAE designers, while Vogue Arabia recently launched the #BuyEatStayArabia guide spotlighting local fashion, hospitality and dining brands across the region.
At the institutional level, Dubai-based retail giant Majid Al Futtaim has partnered with Dubai SME to launch “Ma’an”, a platform aimed at integrating UAE entrepreneurs into the group’s retail ecosystem, including destinations such as Mall of the Emirates and VOX Cinemas.
According to Vogue Arabia, the shift reflects changing consumer priorities in the Gulf, where shoppers are increasingly seeking cultural relevance and emotional connection alongside luxury.
The trend is visible across the Gulf, including in Kuwait and Saudi Arabia, where local designers say consumers are becoming more conscious about where they spend their money.
“International brands are trying to reach the consumer more through targeted campaigns like Ramadan or Eid, or by developing specialized collections. But it generally feels quite superficial and not very in touch with what the consumer actually wants,” Kuwait-based designer Bazza Alzouman told Vogue Arabia.
“Local brands, though, are increasingly stepping in to fill those gaps.”
Alzouman added: “There are more conversations now around the power of what you wear, who you wear, and where you spend your money. Clothes are not just clothes. Where you shop is also a statement about who you are, what you believe in, and what you want to say to the world.”
The report also explored how regional conflict and identity politics are influencing fashion narratives. UAE-based Palestinian designer Reema Al Banna said the Gaza conflict deeply shaped both her personal life and creative work.
“As events unfolded, people around the world began looking for ways to support Palestinians, not only through aid, but by engaging with and uplifting Palestinian culture,” she said. “That visibility came under painful circumstances. It is not how I would have ever wanted the work to be seen, but it reinforced the importance of continuing, of telling these stories, preserving culture, and holding on to identity through the work.”
Regional influencer and entrepreneur Karen Wazen told Vogue Arabia that the momentum behind regional brands has become impossible to ignore.
“I felt strongly that this was not a moment to step back, but rather to continue showing up and creating. Regional brands deserve that visibility, and it feels like it’s very much their time to be seen,” she said.
Wazen recently launched a beach club activation at Dubai restaurant Bebabel and is preparing to open her first store at The Dubai Mall.
The report noted that growing support for homegrown brands is increasingly being embedded into retail and mall strategies across the Gulf.
The report noted that the Gulf’s evolving luxury market mirrors trends previously seen in countries such as India and China, where strong demand for international luxury eventually created space for powerful local fashion identities.
“The rise of homegrown brands is raising awareness around the depth of talent and creativity in the region, and naturally, it shifts expectations,” Wazen said. “Consumers are more connected to their identities and more conscious of what they support. It is less about presence and more about connection.”
