In an increasingly homogenised fashion landscape, authenticity has become the ultimate currency in luxury. Here are four Emirati labels that have understood this implicitly.
Each has developed a singular aesthetic by interrogating their own cultural heritage through a contemporary lens – thus proving that the most local approaches often yield the most globally relevant results.
Strategically positioned at the intersection of fashion, perfumery, and art is Fatma Al Otaiba’s Odeem. The Emirati designer incubated this dream for a decade before launching her own handbag brand, carving a niche rooted in both form and function. Odeem’s timeless aesthetic, infused with cultural nuances, is elevated through a modern lens that defines its design DNA.
With a vision of offering client-centric luxury that can be passed down through generations, Fatma’s brainchild aims to weave stories and memories through her meticulously crafted arm candies.
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The feeling of sisterhood behind Serrb, founded by Emirati siblings Budoor, Noor, and Sarah Al Khaja in 2018, is their secret sauce. Collaborating with family, they challenge and uplift each other’s vision into optimal fruition.
Modest sophistication is their central ethos – from abayas to kaftans and capes, Serrb showcases versatility and range. Clean cuts and minimalist construction, paired with high-quality fabrics, will always reign supreme over fleeting trends. Celebrating women and their individuality within the realms of modesty is what sets Serrb apart. Whether it’s occasion wear or office attire, this sister-led label is redefining stereotypical Westernised dress codes with elegant Eastern influence, one abaya at a time.
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What happens when your mother is your eternal fashion muse? She becomes your lifelong inspiration. Sisters Waad and Sheyma Al Hammadi launched Gabi Dubai, built on the quiet elegance they inherited. They were also guided by Mies van der Rohe’s enduring principle, “Less is more.”
Gabi operates on minimalist and modest concepts that honour Emirati traditions while embracing contemporary fashion. Their signature oversized aesthetic means every design is “one-size-fits-all”, prioritising comfort without compromising style. This inclusive approach makes their garments suitable for women of all ages and life stages, from teenagers to expectant mothers, embodying the brand’s commitment to designing for every woman.
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Bridging the gap between fashion and art, Sharifa AlSharif AlHashemi is the creative force behind Onori, steadily transcending boundaries. Raised in Dubai, Sharifa draws from UAE culture as well as strong style influences from the 1960s to the ’80s, with her contemporary flair anchoring the designs firmly in the present.
Onori’s aim is to make the wearer feel audacious, unapologetic, and unabashedly themselves. Unadulterated self-expression is an underused tool in fashion. Serving as a conduit for empowerment, Onori offers statement silhouettes, from retro‑detailed dresses to deconstructed power suits, making it a cult favourite among those who prefer to create moments, not just wear an outfit.
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