If you want to understand Muna Bin Huwaireb, you first need to understand her childhood. Before Muna made a scalable impact at Expo 2020 or started her successful fashion company, she was a curious child with a vivid imagination. Indeed, as a young girl, she would quietly take shirts from her wardrobe (“without my mother noticing,” she laughs) and cut and stitch them into outfits for her dolls, an early hint of the designer she would become…

At the same time, her mum encouraged her independence, allowing her to explore new places alone. “I was always interested in exploring new areas when I was young. My mother gave me this kind of independence, allowing me to explore new areas on my own. I walk around by myself. I discover areas by myself,” she explains. Growing up in Dubai, among its rich traditions, Muna developed a deep appreciation for learning about other cultures. 

It’s a passion that led her to Expo 2020. Muna joined the team in 2018 as Venue Management Coordinator and, in less than four years, rose to become the youngest Deputy Head of Operations for Al Wasl Plaza, the beating heart of the event. In this role, she led a team of more than 200 people. She oversaw some of the showcase’s most complex, high-profile moments, from National Day ceremonies to concerts featuring global talents like Coldplay and Myriam Fares. 

“During my experience in Expo 2020, more than 200 cultures came, and I met most of them. That’s where I discovered more areas to travel to, and I learned more about their traditions. It made me even more passionate about exploring other cultures.” Leading a team to help craft some of the most culturally significant moments at the event, Muna was shaped by each experience and in turn, so was her future. 

Taking her lessons on culture from Expo, Muna’s childhood love of travel grew. It’s a part of her that has always been about more than ticking destinations off a list. It only takes one look at her stylised Instagram grid to prove this. For the creative, it’s more about watching people move through life.  “I like to see people in their original way,” she says. “What they do at home with their families, how they grew up.” It’s the small details that capture her creative eye. 

Joining the launch team of the Zayed National Museum, Muna continued to scale the cultural impact of her career. Yet, behind the scenes, her creative wanderlust was bubbling under the surface. In her free time, she would design clothes inspired by her travels. “I would look into the aesthetics of the area and the colours, and match my outfits with the colours of the places.” Soft blue hues were her choice for beach days, while muted browns were the look for trips to the mountain. Sharing her abayas on Instagram, the reaction was immediate. “Every time I wore something I made myself, I got so many questions about it,” says the creative. “Maybe because it reflects me, my identity, my style.”

Concept 09 (@concept09.ae) was born in August 2025. “The word ‘concept’ is because I don’t like sticking to one certain design,” she explains. “I’m a very changing person. I love changing designs, changing colours. I don’t like staying on one idea.” Each drop is a new dimension of the world she sees. The number nine carries its own meaning. It’s her birth month and, symbolically, the month she associates most with renewal. “September is full of energy, achievements, and new beginnings,” she says. “It’s one of the most powerful months. That’s why I called it Concept 09 because it’s full of power.” 

Her design philosophy is shaped by what she sees in the world, from the lines of mountain rocks to the movement of water,  “I observe everything,” she says. “The elements, the landscapes, the colours. Anything around me inspires me.” Many of her designs are also inspired by vintage paintings, architectural shapes she’s photographed during her travels, or even traditional motifs she sees in museums. She translates her unique way of seeing the world into her designs. 

Yet scratch beneath the surface, and her clothes are telling a deeper story. One that pays homage to her heritage. Muna describes her abayas as a bridge between the places she’s been and the place she calls home. “I get inspired by what people wear in other countries,” she says. “But I bring it into our culture in a way that fits our identity.” 

In fact, her identity as an Emirati woman shapes every decision she makes as a designer. “Being an Emirati means a lot,” she says. “We are always inspired by our leaders. They always encourage the youth to create more, to be leaders in their fields, to inspire others around them.”

The late Sheikh Zayed bin Sultan Al Nahyan, the UAE’s Founding Father, has shaped her the most profoundly. “Sheikh Zayed is my role model in life,” she explains. “His words always inspired me, the way he encouraged the youth, encouraged us to work and do our best. I keep that in mind with everything I achieve.” 

With her sights set high, Muna envisions her label eventually growing into a full-scale production house. “I would like to start my own clothing factory,” she shares. “I want multiple units for Concept 09 across the UAE, and maybe outside too. This is something I’m already working on. Inshallah, it will grow.”

Having branched out from the corporate path to her own entrepreneurial pursuit, she feels certain she’s exactly where she’s meant to be. “Now that I’ve moved from corporate into my own business, I want to continue building this,” she says. “I’ve spent years delivering for big events. Now I want to deliver for myself,  and grow it more.”

Beyond a business, what Muna is building is an extension of herself. One that began with a curious little girl wandering through the UAE’s beautiful landscapes, and continues today with a determination to help shape the future of the country through brilliant design. 

Follow @munabinhuwaireb and @concept09.ae on Instagram 

Cover image: Muna wears Clash bracelets in yellow gold with Clash rings in yellow gold, all by Cartier. Her outfit is her own brand, Concept 09

Photographer:  Mehmet Erzican
Jewellery: Cartier
Creative Producer: Beya Bou-Harb
Set Designer: Dimitri Kitavin
Stylist: Polina Shabelnikova
Hair and Make Up Artist: Michel Kiwarkis
Head of Social Content: Junaynah El Guthmy
Location: One & Only Royal Mirage