The fashion industry is shifting away from flashy logos and moving to a more exclusive approach. Today, luxury is no longer defined solely by price: it has evolved to lean more towards sustainability, craftsmanship, and authenticity. A practice that our Homegrown brands have been adopting for years.
Our regional brands have been practising what the fashion industry globally celebrates in 2026. Fashion icons such as Queen Rania, Princess Rajwa, Sheikha Moza, and Sayyida Al Jalila have all been seen wearing designs that honour heritage and preserve cultural fashion narratives.
For years, our region has been a champion of heritage in fashion. Local labels lead this effort by celebrating traditional attire, thereby preserving cultural identity in an evolution that aligns seamlessly with the global quiet luxury ethos. In that same spirit, Saudi Arabia has named 2025 the “Year of Handicrafts,” honouring and elevating its artisanal traditions.
In the Kingdom, the Art of Heritage Foundation — one of the country’s oldest cultural institutions dedicated to preserving traditional dress – continues to champion the work of local artisans. Under the leadership of HRH Princess Nourah Al Faisal, the foundation has played a pivotal role in safeguarding and elevating Saudi craftsmanship. Their recent collaboration with Vivienne Westwood at Riyadh Fashion Week reinforced a key message: craftsmanship is the heart of true luxury.
Sustainability is the future of fashion, a concept that has been discussed in recent years. In 2026, brands are moving to more sustainable practices.
As the global fashion industry shifts toward more eco-conscious practices, our Arab designers have long been at the forefront of this movement.
The regional brand Mhefhef by Mashael Alnaimi has been gaining popularity for its exclusive work with handwoven fabrics, integrating henna art, shibori dyeing, hand-painting, and eco-printing techniques—ensuring every piece is crafted entirely from natural materials.
Meanwhile, Saudi brand DANIA SHINKAR has redefined contemporary accessory design through her sustainable handbag label, and 1309 Studios continues to champion vegan textiles and thoughtfully sourced fabrics. Together, these brands reflect a growing regional commitment to sustainability rooted in heritage, craftsmanship, and mindful luxury.
One of the defining practices in fashion for 2026 is the blending of heritage techniques with modern aesthetics, making tradition relevant to contemporary audiences. Our region has truly mastered this art, celebrating authenticity, creativity, and craftsmanship. Each design draws inspiration from across the Middle East, weaving together stories, textures, and traditions to create garments and jewellery that are as unique as they are timeless.
UAE-based brand Alia bin Omair celebrates Emirati heritage through organic textures and delicate jewellery pieces, while Azza Fahmy, the iconic Egyptian brand, honours ancient Egyptian history and culture through its modern statement designs. These are among the many long-established regional brands that have been embodying what the global market is only now beginning to celebrate: authentic craftsmanship, cultural storytelling, and timeless design.
