Luxury and Contemporary Brands Expand in the Middle East with New Flagship Stores
The Middle East is known for its ever-evolving consumer tastes, and luxury and contemporary brands are taking notice. In order to meet the demand for newness, these brands are opening permanent channels in the region. One of the latest additions is Jil Sander, which has opened its first-ever Dubai flagship at Mall of the Emirates. This is part of a larger expansion strategy from OTB Group, the parent company of Jil Sander, Margiela, and Marni.
The brand’s new store features a striking translucent glass block facade, making it stand out among the other luxury stores in the mall. This news comes at a time of transition for the brand, with the recent appointment of a new creative director, Simone Bellotti, and its acquisition by Renzo Rosso’s conglomerate in 2021.
Rosso spoke to WWD about the brand, saying, “Jil Sander is so distinctive that its design, the exceptional quality of the garments, the craftsmanship, and the fabrics can be recognized even without seeing the logo. It represents modernity and sophistication, design, and purity.” He also expressed his excitement for the brand’s future, with the new leadership in place.
But Jil Sander isn’t the only luxury brand making moves in the Middle East. Italian menswear label Zegna recently announced that it will be hosting its first-ever runway show outside of Italy in Dubai on June 11. The brand also plans to bring its traveling Villa Zegna concept to the city, offering a week-long program of experiences. This follows the success of the concept in Shanghai and New York.
While luxury brands like Chanel, Dior, and Gucci have been present in the Middle East since the 1980s, more discreet contemporary brands are just now entering the market. Loro Piana, one of the foremost names in quiet luxury, only opened its first Dubai flagship in 2018. The new Jil Sander store at Mall of the Emirates is just one example of this trend, and you can see images of the boutique in the gallery above.
