For international luxury brands seeking to make a meaningful impact in the Gulf Cooperation Council, or GCC (the United Arab Emirates, Bahrain, Kuwait, Oman, Saudi Arabia and Qatar), understanding the rhythm of the Arab calendar is no longer optional — it’s essential.
“With the diversity of audiences and occasions in the region, brands can engage in a multitude of ways,” says Firras Alwahabi, founder of Faux Consultancy, who has worked with brands such as Carolina Herrera (which hosted a presentation at Dubai Fashion Week in 2023). “From a public relations perspective, this enables an ‘always-on’ approach to communication, offering brand visibility year-round by discerning which press and key opinion leaders to engage with. This ensures unique messages are tailored for different markets and occasions.”
Experts caution that it’s important to have a strategy for this market that respects its cultural landscape, which has deep-rooted traditions but also a cosmopolitan and diverse consumer base.
Here are the key dates and events to note in the region in 2025.
Date: 25 January to 25 May
The Islamic Arts Biennale, launched in 2023, focuses on Islamic art and heritage and takes place in Jeddah at the iconic Hajj Terminal. The event attracts a high-net-worth audience from the region and notable art collectors globally. (There is also the Diriyah Contemporary Art Biennale near Riyadh; the dates for which are yet to be announced.)
“Saudi Arabia has a full calendar of events, and these are magnets for brand collaborations,” says Marriam Mossalli, founding partner of Niche Arabia, a Saudi-based consultancy that works with international brands and counts the Ministries of Culture, Tourism and Sports among its clients. “Sponsoring may require a larger budget, but there are ways to leverage these initiatives — such as hosting a VIP dinner and an off-calendar alongside these events.” For example, Mossalli will host an exclusive opening of Aquazzura’s newest store with designer Edgardo Osorio in Jeddah during the biennale.
Date: 1 to 6 February (September TBC )
Dubai Fashion Week falls just a few weeks ahead of Ramadan this year. And though the prime focus is on homegrown designers, the event also presents opportunities for international brands.
Last season, Roberto Cavalli closed the event, while Timeless Group, which operates regional brand stores for names such as Cavalli, Manolo Blahnik, Furla, Judith Leiber and more, made an impact. Timeless Group CEO Samara Punjabi says: “This marked Cavalli’s Middle Eastern runway debut, showing his commitment to the region. Building on this momentum, we are excited to announce the opening of our Roberto Cavalli store in March. This store will be an immersive experience offering the latest collections and exclusive pieces tailored to the discerning clientele here.”
This season, Indian designer Manish Malhotra, who has a flagship store in the Dubai Mall, will take the closing slot. International brands such as Marina Rinaldi and Les Benjamins (who also have stores in the region) will be among those hosting activations as part of the official fashion week calendar. “Dubai Fashion Week has presented itself as a place where global fashion brands can show their collections,” says Jasmina Banda, president of joint ventures at Chalhoub Group, which operates over 300 international brands in the Middle East.
Some 25 designers are expected to be on the runway at Dubai Fashion Week, including 10 from outside the region, such as Australian brand Paolo Sebastian. There will be a second edition taking place in September.
Date: Anticipated for 27 February (dependent on moon sighting)
Ramadan takes place in the ninth month of the Islamic lunar calendar. Determined by the sighting of the crescent moon, its start date shifts approximately 10 days earlier each year in comparison to the Gregorian calendar. This year, Ramadan is expected to begin at the end of February, and it will be even earlier next year. The 29 or 30-day Ramadan period ends with Eid Al-Fitr, a day of thanksgiving and family gatherings where new clothes are often worn and gifts are exchanged.
The earlier start is notable because, with increasing numbers of European and Chinese high-net-worth individuals making Dubai their home, festivals such as Diwali, Christmas and Thanksgiving are becoming increasingly embedded into the GCC calendar. “What will be interesting in the coming years is having Ramadan coincide with the Christmas and New Year period. Brands will need to offer select special products, window display customisations and festive packaging during this time, followed by the sales period,” says Banda.
Ramadan capsules have become a standard fixture in brands’ collections, yet many still struggle to understand what makes a truly meaningful collaboration. “Luxury brands used to heavily host iftars (meal eaten after sunset) and suhoors (meal eaten before dawn), but this reached an unsustainable level, turning the month into a more commercially focused period. Inevitably, there was backlash,” says luxury consultant Nez Gebreel.
One brand that has understood what consumers seek during the period is Bottega Veneta. By collaborating with local publications on campaigns surrounding its capsules, working with local artists for client gifting and hosting community-driven events during the holy month that highlight the talent of local creatives, its initiatives embody the spirit of Ramadan, says Gebreel.
“Over the years, we have seen Ramadan collections that are hit and miss. It is important for the collection to stay loyal to the brand codes while reflecting the specifics of the region and the occasion,” says Yasmin Al Mulla, an Emirati multidisciplinary artist who has worked with brands including Dior, Jimmy Choo and Cartier. She suggests explaining that colours such as gold, silver, or green work well, and emphasises that clothing should always be modest, with loose cuts.
Date: 18 to 20 April (preview days: 16 to 17 April)
Art Dubai, now in its 18th season, has become an important event for watch and jewellery brands. Piaget, for instance, has collaborated closely with the fair for several years. Last year, the brand presented its ‘House of Gold’ exhibition, featuring collaborations with artists and designers from the region. Piaget also hosted several activations, including a VIP dinner.
One standout moment from Art Dubai 2023 was Guerlain’s unveiling of its collaboration with Dubai-based jewellers Bil Arabi. The partnership resulted in 30 limited-edition bee-inspired bottles, each adorned with 1,720 gold-plated crystals and Arabic calligraphy reading “Love”. Nadine Kanso, founder of Bil Arabi, believes that brands with an artistic approach to collaborations benefit greatly from associating with art events, as it allows them to connect with creative and culturally rich audiences.
Date: April
Red Sea Fashion Week, held for the first time last year, has a resort focus and is open to designers from outside of Saudi Arabia such as Moroccan brand Eau and Turkish vegan silk brand Niluu. Set against the picturesque backdrop of Ummahat Island in Jeddah, this three-day event organised by the Saudi Fashion Commission offers potential for brands focusing on resort lines and collections. The event is encouraging international brands to apply through its website.
Date: October
The prominence of Riyadh Fashion Week highlights Saudi Arabia’s growing role in the global fashion scene. While it is more focused on homegrown brands, there’s still potential for international players to get involved. One example is Malone Souliers, a brand known for its highly regarded Ramadan collections and collaborations with organisations such as Fashion Trust Arabia (headquartered in Doha, Qatar), which has supplied footwear to designers showing on-schedule. “We would love to explore collaboration further with regional events such as Riyadh Fashion Week,” say Malone Souliers creative directors Coco Fong and Valerio Bava. “Saudi is a focus market for us.”
Date: Anticipated for 6 June (dependent on moon sighting)
Brands should be aware there is another Eid: Eid Al-Adha, also known as the Festival of Sacrifice, which falls in June this year. Previously, Eid Al-Adha fell during the summer holidays when many high-net-worth Arabs travel, but since this year it is taking place earlier, it could present a greater opportunity. For this festival, Al Mulla suggests meaningful gifting items, such as elegant tableware, heritage-inspired décor, or sustainable clothing items to complement Eid Al-Adha’s spirit of giving.
Date: Various
National days celebrate each country’s individual identity, heritage and sovereignty and are a great source of local pride. Gebreel says it is important for brands to remember that the GCC is made up of six countries, each with unique attributes and varying consumer profiles.
National days can be a way of connecting to the culture of each nation. Alwahabi of Faux Consultancy cites the Jean Paul Gaultier fragrance campaign as an example, which was released in 2021 for Saudi National Day on 23 September. The short film, produced by a Saudi team, starred local talents like beauty entrepreneur Yara Alnamlah and filmmaker Sarah Taibah playing traditional Saudi card game Baloot.
Alwahabi stresses that the approach must be 360 degrees — not just about the product, but about collaborating with local talent throughout the campaign, product creation and amplification stages, too. For the upcoming launch of its store in the Dubai Mall, scheduled within the next couple of months, accessories brand Judith Leiber has created a Dubai-exclusive iteration of its limited-edition, crystal-embellished bags. To further celebrate the launch, Timeless Group is planning a special initiative tied to the collection during the next UAE National Day in early December.
Correction: This article was updated to correct the spelling of the Malone Souliers co-founders. It was also updated to correct the release of the Jean Paul Gaultier fragrance to 2021 (3 February 2025).
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