The UAE has always been a place where old and new ideas can coexist, and its fashion scene is no different. As the year 2025 goes on, a new generation of Emirati designers is changing the way fashion is made by combining tradition with bold minimalism, modesty with avant-garde style, and sustainability with luxury. These brands and artists are making waves right now, and they’ll likely become household names soon.
What’s Driving the New Wave in UAE Fashion
Before we get into specific makers, here are some of the most important fashion trends in the UAE in 2025:
- Modern modesty continues to evolve: designer abayas, kaftans, and other modest clothing are being rethought with new cuts, surprising details, and high-end materials.
- Sustainability and local art are becoming more popular, especially among younger designers who think it’s important to use eco-friendly methods, recycle, and make things in an ethical way.
- Digital and immersive outlets: New designers are getting chances to show their work in digital showcases like the upcoming Glamour via NODE ARABIA at Emirati Fashion Week for SS26.
- Abayas & accessories are becoming statement items rather than just traditional wear; colour, prints, creative cuts, and limited-edition offerings are in.
Also read: DIY Face Masks to Beat Dryness in Hot UAE Weather
Designers to Watch
In 2025, here are some of the most potential Middle Eastern fashion designers and brands to keep an eye on:
1. Illi – Rawdha Thani
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The abaya line Illi by Rawdha Thani has become famous for pushing the limits of modest fashion. Her designs don’t like dull colors like pistachio and purple. They have embroidery that looks like it came from space, fringe, and bows. Each piece feels unique because of both its look and the fact that only a certain number of each design are available. Illi is changing what an abaya can be—art, warmth, and a way to show who you are.
2. Bouguessa
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This brand, which was started by Faiza Bouguessa, combines class and style. Its abayas, dresses, and outerwear are known for their clean lines, fluid silhouettes, and small but powerful design details that appeal to both traditional shoppers and people who are on the cutting edge of fashion. Bouguessa is especially good at finding a balance between local norms and global fashion tastes.
3. Manaal Al Hammadi (and her brand “thedaily”)
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Manaal Al Hammadi has been a big name in Emirati fashion for a long time, and he has always pushed the limits of modest clothing. Her most recent brand, thedaily, which came out in 2022, is for everyday smart clothing. It blurs the lines between formal modesty and casual urban style. It’s likely to become much more important as people want both comfortable and stylish clothes.
4. Odeem – Fatma Al Otaiba
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When it comes to high-end items, Odeem stands out. With pieces made of fine leather that ooze modern elegance, Fatma Al Otaiba’s label is making a name for itself. These days, a bag or clutch can be a signature piece. Odeem is making a name for herself by making items that make outfits better, not just add the finishing touch.
5. Serrb
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Serrb is quickly becoming one of the best names to know if you like simple, elegant, and modest clothing. Their abayas are neat and classy, with a focus on good fabric and fitting cuts instead of flashy embellishments. People who want style without being too flashy really like this way of thinking about design.
6. Heba Jasmi
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Heba Jasmi is a new designer who is making waves on the fashion scene, especially at Dubai Fashion Week. Her collection, “State of Art,” mixes structure and flow, needlework and abstraction, and bright colors and architectural cuts. Her work shows how great craftsmanship and expressive creativity can come together, which is a sign of designers who can go big without losing their style.
7. Pearla
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Pearla is more of a creative brand that was started by sisters Hessa and Fatma Ali Aljoker. Their ready-to-wear clothes are daring, novel, and often question how clothes should be made. Pearla is a name that fashion lovers and reviewers should look into if they want to make a statement and be different.
What to Look For Moving Forward
Here are some signs to look out for to see which new makers will become even more popular after 2025:
- Collaboration & platforms: People tend to pay more attention to designers who are at big events like Dubai Fashion Week SS25/SS26 or Emirati Fashion Week or who work with other artists.
- Sustainable practices: People who use sustainable products and methods are more likely to get noticed quickly, both in their own community and around the world.
- Limitation and exclusivity: Custom touches, one-of-a-kind pictures, and limited runs make something more desirable and can help you build a loyal following. This is already being done by Illi and Pearla.
- Digital presence and storytelling: There are a lot of luxury brands on the market, so the ones that can tell a good story (about heritage, personality, or inspiration) and get people interested through social media or digital lookbooks will stand out.
Also read: Golden Visa and Property Ownership: Why Investors Are Choosing UAE Real Estate
Conclusion
Emirati fashion is set to have a great year in 2025. When you mix modesty, luxury, sustainability, and modern design, you get artists who don’t just follow trends; they make them. Illi, Bouguessa, Manaal Al Hammadi, Odeem, Serrb, Heba Jasmi, Pearla, and other artists are more than just “ones to watch.”
They are shaping the UAE’s future sense of style. Keeping up with these brands isn’t just a matter of style for people who are interested in fashion, culture, or design; it’s also a way to see how heritage, global influences, and changing values come together to make new beauty.
