The Tamesis
Moderator fashion business“We are not brand collectors,” notes Elektra’s Khoury. “Success starts with understanding what makes consumers feel something emotionally and culturally, rather than simply outputting a global playbook.” She emphasizes that cultural intelligence is especially important during times like Ramadan, which requires planning nine to 12 months in advance. While localization initiatives like suhoor may not yield immediate business results, they help build long-term relevance and trust.
Suhail echoed the need for brands to listen to their customers. “Building a brand in the Middle East means building with the region, not for the region,” she said, emphasizing the importance of understanding local lifestyles, fabrics, colors and preferences. Considering The Giving Moment is a local brand, Suhail sees one of her primary responsibilities as maintaining the brand’s core design principles—minimalism, timelessness, and fit—as the company expands.
Meanwhile, Tove’s Perry shares her experience navigating global volatility — from the pandemic and Brexit to current U.S. tariffs. “Tove is not a regional brand but a global brand for women,” she said. “So the expansion into the Middle East follows the same principles of community building, connecting and listening.”
The discussion made it clear that brands built on cultural understanding, consistency and emotional resonance are most likely to endure.
Why lasting cooperation is important
For the second group meeting, fashion business Middle East correspondent Sujata Assomull moderated a conversation titled ‘Long-term partnerships: why lasting collaborations matter’ with Aida Al Busaidy, Vice President of Consumer Rights at Dubai Corporation for Tourism and Commerce Marketing (DCTCM); Yasmeen Sami, Director of Brand Strategy and Partnerships at d3; and Mette Degn-Christensen, Director of Downtown Design Expo.
While the fashion world loves new things, long-term partnerships are the foundation of the most successful businesses – building credibility, resilience and real impact. “[Indian fashion designer] When Manish Malhotra decided to open a store in Jumeirah almost 20 years ago, many people did not believe in the city at that time,” said Al Busaidy. “The long-term vision and partnerships at that time are the reasons why we continue to develop these relationships today. ” (Malhotra, the closing designer of Dubai Fashion Week, is also the first Indian designer to open a flagship store in Dubai Mall’s luxury avenue.) Al Busaidy added how government support and strategic partnerships can help Dubai cultivate cultural narratives while attracting global talent.
