Moderated by Vogue Business’s Elektra, Khoury noted: “We are not brand collectors. Success begins with understanding what makes the consumer feel something emotionally and culturally rather than simply exporting a global playbook.” She stressed that cultural intelligence is particularly critical during periods like Ramadan, which requires planning nine to 12 months in advance. And while localized initiatives such as suhoor gatherings may not yield immediate commercial outcomes, they help to build long-term relevance and trust.
Suhail echoed how brands must listen to the customer. “Building a brand in the Middle East means building with the region, not for it,” she said, flagging the importance of understanding local lifestyles, fabrics, colors, and preferences. Considering The Giving Moment is a homegrown brand, Suhail identifies one of her primary responsibilities as safeguarding the label’s core design principles — minimalism, timelessness, fit — throughout the company’s expansion.
Tove’s Perry, meanwhile, shared her experience in navigating global volatility — from the pandemic and Brexit, to the current US tariffs. “Tove was conceived not as a geographically defined brand, but around a global woman,” she said. “So expansion into the Middle East followed the same principles of community-building, connection, and listening.”
The discussion made clear that brands built on cultural understanding, consistency, and emotional resonance are the ones most likely to endure.
Why enduring collaborations matter
For the second panel session, Vogue Business Middle East correspondent Sujata Assomull moderated a conversation on “Long-Term Partnerships: Why Enduring Collaborations Matter”, with Aida Al Busaidy, associate VP of consumer advocacy at Dubai Corporation for Tourism and Commerce Marketing (DCTCM); Yasmeen Sami, d3 director of brand strategy and partnerships; and Mette Degn-Christensen, director of design fair Downtown Design.
While fashion loves newness, it is long-term partnerships that underpin the most successful businesses — building credibility, resilience, and real impact. “[Indian fashion designer] Manish Malhotra decided to open a store in Jumeirah almost 20 years ago, when many didn’t believe in the city,” Al Busaidy said. “Long-term visions and partnerships from back then are the reason we continue to develop these relationships today.” (Malhotra, closing designer for Dubai Fashion Week, is also the first Indian designer to open a flagship store on Luxury Avenue at The Dubai Mall.) Al Busaidy added how government support and strategic collaboration helped Dubai cultivate cultural narratives while attracting global talent.