As global luxury brands shift toward more sustainable practices, several are leading the way in sustainability. Today’s luxury is all about timeless pieces crafted with exceptional quality and a profound respect for the environment.
GCC homegrown brands took note and created brands that are the future, long before sustainable fashion became a trend, by crafting ultra-luxe pieces fashioned from sustainable materials.
Founded in 2009 in Dubai by Reema Al Banna, known for creating stellar contemporary looks, she has always been mindful of her brand’s impact. She segments her approach into categories, sourcing materials ethically where possible, supporting local production, reducing waste, creating products in limited runs, and using green packaging.
Kuwaiti designer Bazza Alzouman, who has dressed many stars in her stunning creations, launched her namesake brand in 2014. Her brand is among the few in Kuwait committed to sourcing materials locally and supporting the country’s fashion ecosystem. She aspires to use fully natural fabrics in the future.
The Saudi brand, co-founded by Shahd AlShehail and her aunt Naeema Al Shehail, is an ethical luxury fashion brand that represents a profound commitment to preserving Arabian craftsmanship while redefining modern fashion. The brand is dedicated to sustainability and ethical practices. Instead of creating new materials, Abadia uses premium deadstock and end-of-roll remnants from the clothing industry to maximise scarce resources, and any fabric left over after cutting is repurposed to make unique accessories, packaging, and toys.
Heba Shaikh founded her namesake brand on strong foundations of honesty and thoughtful design, creating pieces that are both ethically and sustainably produced. She designs versatile, timeless pieces meant to be worn interchangeably beyond the limits of a typical season and for multiple functionalities. She is committed to sharing the full story behind her products. The brand uses eco-friendly fabrics and never incorporates synthetic fibres, such as polyester, even if recycled.
The Saudi brand was launched in 2008 by Razan Alazzouni and her sisters. Her collections blend sculptural artistry with femininity and elegance, featuring exquisite embroidery details. Razan’s brand is committed to sustainability and minimising environmental impact. It uses hand-embroidered detailing sourced locally in Saudi Arabia and works exclusively with natural dyes. She has publicly pledged to reduce textile waste by 50% over the next two years.
Mhefhef is a Qatari-based eco-fashion house founded by Mashael Alnaimi. Established in 2020, the brand’s creations are inspired by Mashael’s “dressing healthy” design ethos, which emphasises all-natural, sustainable wear. The brand collaborates with artisans to transform handwoven fabrics into one-of-a-kind canvases for textile art through techniques such as hand-blocking, hand-painting, upcycling, and natural dye production.
In 2022, the brand experimented with the unconventional technique of henna print on silk for M7’s ZWARA Doha Dreams design program—a design that Sheikha Moza was seen wearing the same year.
