In response to the changing preferences of younger consumers in the Middle East, luxury and modern brands are expanding their reach by creating permanent outlets that cater to the demand for fresh products. For instance, Jil Sander, a renowned fashion brand, recently opened its inaugural Dubai flagship store at Mall of the Emirates. This move is part of OTB Group’s (the parent company of Jil Sander, Margiela, and Marni) multi-year expansion strategy in the Middle East. The store boasts a unique translucent glass block facade, adding to its distinctive appeal.
The news arrives as the brand undergoes a period of significant change. Following the departure of Luke and Lucie Meier at the beginning of the year, Simone Bellotti took over as creative director in March. Moreover, it has been just four years since the company known for ‘quiet luxury’ was bought by Renzo Rosso’s group in 2021.
In a conversation with WWD, Jil Sander’s uniqueness is such that its design, superior quality garments, skilled craftsmanship, and fabrics can be identified without the logo being visible. It embodies modernity, sophistication, design, and purity, as stated by Rosso. He further mentioned that the strategic moves made lately, with Serge Brunschwig as the new CEO and Simone Bellotti joining as creative director, align with his vision for the brand’s future, which has immense potential.
Apart from Jil Sander, another high-end fashion brand, Zegna, is expanding into the Middle East as well. They will be hosting their inaugural runway show outside of Italy on June 11 in Dubai and plan to introduce the traveling Villa Zegna concept there too, providing a series of experiential events for a week. Previously, this activation was presented in Shanghai and then New York, inside an Upper East Side Townhouse. Although luxury brands like Chanel, Dior, and Gucci have been present since the 1980s, it is only recently that more subtle luxury brands have begun to enter the market. One of the leading examples, Loro Piana, only opened its first Dubai flagship in 2018.
See images of the new boutique at Mall of the Emirates in the gallery above.
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2025-04-15 18:56