The fashion scene in the UAE is buzzing with homegrown talent. Gen Z and millennials across the GCC are embracing local labels that blend cutting-edge trends with cultural flair. In a region where tradition meets globalization daily, the top UAE brands capture the spirit of a new generation. From streetwear enthusiasts to perfume connoisseurs, young consumers are saying yallah to supporting local brands that speak their language (sometimes literally!). The result? A fashion, jewelry, and fragrance landscape that feels both globally relevant and unmistakably Khaleeji.
Growing up amid megamalls and luxury boutiques, GCC youth have seen it all– but there’s something special about wearing a label born in the Emirates. It’s a subtle pride, a nod to heritage, and a statement that style isn’t one-size-fits-all. One moment you’re rocking an edgy abaya, the next you’re layering oud-based perfumes like your parents taught you. It’s this fusion of old and new that makes the top UAE brands so exciting. Below, we spotlight the standout clothing, jewelry, and perfume names defining UAE’s homegrown cool.
Top UAE Brands 2025: The Emirati Clothing Brands To Shop in The UAE
From high-fashion runways to skate parks, Emirati and UAE-based designers are reshaping wardrobes with fresh perspectives. They know how we mix and match– a bit of traditional, a bit of global streetwear– and they deliver just that. Wondering what are the most popular fashion brands in UAE right now (beyond the usual international suspects)? Look no further than the rising stars on the local scene. Here are the Dubai clothing brands in the UAE we are obsessed with:
Qasimi
Sheikh Khalid Al-Qasimi, the visionary behind the iconic fashion house Qasimi, brought a unique perspective to the fashion world. Educated in London, Khalid fused Arab elements with Western sensibilities, creating a brand that resonated globally. His designs were worn by celebrities like Lady Gaga and Florence Welch. Following his untimely passing in 2019, his twin sister, Sheikha Hoor Al-Qasimi, took the reins, continuing his legacy with the same passion and vision.
Onori
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Founded by Sharifa AlSharif AlHashemi, Onori is not your average Emirati label. The designer launched her womenswear label in 2024, in honor of her father and her late sister, with a debut collection that blends 1960s, 70s, and 80s-inspired silhouettes with well-tailored separates, resulting in playful, vibrant pieces that certainly stand out amid the monochrome sea of abayas, graphic Arabic text T-shirts often permeating the local fashion landscape. Recently, the brand has been picked up by local luxury e-tailer Ounass.
Shabab Intl.
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On the streetwear front, Shabab Intl. is catering to the region’s casual-cool cravings. Founded by Iraqi-Canadian multihyphenate Chebmoha in 2014, Shabab (which aptly means “youth” in Arabic) centers its designs on Gulf youth culture, from graphic football jerseys to hoodies, and has been a pioneer in the UAE’s nascent streetwear scene.
Precious Trust
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Launched in 2017, already cult sportswear brand Precious Trust has been reshaping Dubai’s fashion scene with its clean unisex designs, pushing the boundaries of gendered fashion. Helmed by Syrian-born Algerian skater Wathek Allal, the streetwear brand merges contemporary Western street style with North African heritage to create everyday wear that’s both edgy and meaningful.
Amongst Few
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Founded in 2013 by Mike Taylor and Flo Moser, is a Dubai-born streetwear brand redefining Emirati fashion with a global edge. Merging Gulf heritage with skate and hip-hop culture, it delivers high-quality, limited-edition drops that have earned a cult following. Add in its hybrid concept store and café, and you’ve got an ecosystem that is reshaping the cultural scene.
SN3 Studio
Whether through exclusive capsule collections or artistic collaborations, the UAE-based Sudanese label continues to push boundaries, cementing itself as a key player in the UAE’s independent fashion landscape. Rooted in Dubai’s underground scene, the brand blends African and Arab influences with a contemporary, minimalist aesthetic.
The Giving Movement
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The Giving Movement, the homegrown athleisure brand everyone’s talking about. TGM proves that fashion with a conscience can be cool – their sustainable activewear (made in the UAE from recycled materials) is as cozy as it is chic, and it comes with a feel-good bonus: the brand donates a portion of every sale (~15 AED, about $4) to charity. No wonder it’s a favourite local brand for socially conscious trendsetters.
The Top Emirati Brands: Abayas
Illi
Emirati-Moroccan creative Rawdha Thani’s instantly recognizable abaya brand, launched during the pandemic, has gained recognition for its candy-colored palette, fringed sleeves, and celestial-inspired embroidery. The collection of pistachio, lavender, rainbow sorbet, and bow-infused garments has practically revolutionized the concept of the abaya in the region, spawning a number of copycats along the way.
Hessa Falasi
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Hessa Falasi is a leading name in modest fashion who has elevated the abaya into a contemporary art form, fusing traditional attire with modern minimalism to keep the region’s style both authentic and on-trend.
The Cap Project
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“How can we stand out in a crowd of black abayas?” that’s the question The Cap Project aims to answer with their experimental non-conforming designs. The Dubai-based luxury womenswear label is challenging traditional silhouettes and creating abstract and elevated designs ranging from evening to everyday comfort wear. And you’re going to want to get your hands on their pieces fast—Each design is released in a very limited number of pieces, and once it sells out, it gets capped— meaning it is no longer available for purchase.
Jellyfish Abayas
The Dubai-based abaya label is all about making modest fashion fun—with bold prints, graphic designs, and a whole lot of personality. What’s more, the brand is big on sustainability too. Instead of letting leftover fabric go to waste, they turn it into cute scrunchies, giving new life to every last piece. It’s playful, creative, and good for the planet.
Top UAE Brands 2025: Emirati Owned and UAE-Based Jewellery Brands
Looking to add some sparkle that’s born in the UAE? Young Arabs are all about jewelry that tells a story– pieces that feel personal, yet proudly local. It’s not just about gold and bling (though there’s plenty of that); it’s about wearing culture on your sleeve… or ears and neck, as the case may be. What are the traditional Emirati jewellery names? You might think of antique coin necklaces or bold gold bangles passed down from grandma. Today’s Emirati jewelry designers take those cherished traditions and give them a modern, Instagram-worthy spin. Here are the jewelry brands to know:
Noora Shawqi
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The Emirati designer infuses her love of travel into her eponymous line – think vibrant gemstones and delicate motifs inspired by places around the world. The Dubai-based designer favors gold, diamonds and boldly colored stones, crafting effortless, feminine pieces that exude both elegance and wanderlust. In a region that has treasured fine jewelry for generations, Shawqi’s collections feel like a fresh chapter in that story, resonating with young women who want everyday luxury jewelry with meaning.
Alia Bin Omair
On the more experimental side, Alia Bin Omair transforms Emirati heritage into wearable art. Her designs often draw on the textures and symbols of the past – she’s even reimagined traditional Emirati coin necklaces, bringing something from the past into a modern context while preserving its cultural symbolism. The result? Statement pieces that are strikingly contemporary yet deeply rooted in local culture. Wearing one of Alia’s creations (say, a palm-inspired gold bracelet or a necklace cast from frankincense “tears”) feels like an homage to the UAE’s soul, packaged in a cutting-edge design that today’s fashion lovers adore.
Shamsa Alabbar
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Shamsa Alabbar quite literally spells out Arab culture in her work. An experimental line based on Arabic typography, Alabbar’s jewelry takes the beautiful script of Arabic calligraphy and turns it into edgy, geometric adornments. Picture your initial or favorite Arabic letter crafted in 18k gold and diamonds, but with a futuristic twist – that’s the kind of cool this brand delivers. It’s the kind of accessory that’s a conversation starter (“OMG, where did you get that necklace?!”) and a cultural statement in one.
The O Jewelry
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For those who see jewelry as art, The O Jewelry is a must-see (or must-wear). Founded by Emirati artist Shamsa Al Omaira, The O Jewelry blurs the line between fine art and fine jewelry. We’re talking pieces that wouldn’t look out of place in a gallery – yet you can flaunt them every day. Crafted in luxe materials like 18k gold with precious and semi-precious stones, each design is meant to be an expressive, wearable sculpture. This brand has a particularly loyal following who love the idea of their ring or pendant being not just an accessory, but a tiny art piece with a soul. Together, these jewelry brands show how local talent is redefining “bling” for the new age. They honor the region’s love affair with jewelry (after all, a Gulf look isn’t complete without a bit of shine) while making it fresh, relatable, and downright cool for today’s style enthusiasts.
Top UAE Brands 2025: UAE Perfume Brands
In the Middle East, beauty and fragrance is serious business. Walk into any majlis gathering or trendy cafe and you’re greeted by a symphony of scents: rich ouds, sweet ambers, maybe a whisper of vanilla or rose. It’s no surprise that some of the most famous perfumes in Dubai are homegrown creations. Young GCC consumers, who grew up on their parents’ signature scents and the ritual of oud and bakhoor, are now seeking their own signature fragrances from local perfumers. These perfume brands born in the UAE capture that desire perfectly:
Kheir Fragrance House
A newcomer founded in Dubai by perfumer Siham Cyrine in 2024 that is quickly gaining cult status. The name Kheir (خير) means “goodness” in Arabic, and true to its name, the brand focuses on wholesome, high-quality scents that bridge Middle Eastern tradition with Western perfumery trends. In practice, that might mean a perfume made with French expertise in Grasse but centered on an Arabian ingredient like ambergris or oud. Perfume lovers appreciate Kheir’s East-meets-West approach, finding it relatable (it smells like home) yet fresh (it’s packaged in a chic, modern way that looks great on the ’gram).
Arcadia by Amna
On the niche fragrance front, Arcadia by Amna has quickly become a cult favorite. Established in 2018 by pioneer Amna Al Habtoor, this Dubai-born perfumery prides itself on turning scents into memories. Each Arcadia perfume has a story or theme – nostalgia is a big one – and notably, the brand creates unisex scents that transcend gender and cultural boundaries. This resonates strongly with young consumers who don’t want to be boxed into “for him” or “for her” fragrances. Whether it’s a whiff of a 90s childhood summer or an olfactory homage to a desert sunset, the Emirati perfume brand sparks emotion. In a world where everyone wants a signature scent, this homegrown label offers something deeply personal and proudly local.
Odeem
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Founded in 2018 by Emirati designer Fatma Al Otaiba, Odeem has flourished, evolving beyond its signature sumptuous leather handbags to embrace the world of perfumery. After a decade of perfecting her craft, Al Otaiba is now channeling her talent and skills into fragrance, bringing the same dedication to luxury and craftsmanship to her newest venture.
Kayali
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You can’t talk about UAE perfumes without mentioning Kayali. Co-founded by Mona Kattan, Kayali – which translates to “my imagination” in Arabic– has gained a massive following both in the Middle East and internationally. Kayali’s fragrances are designed for layering, a concept that Gulf perfume enthusiasts nod at knowingly (who hasn’t seen their mother mix a few perfumes to get that perfect blend?). With best-sellers like Vanilla 28 becoming TikTok sensations, Kayali has effectively bridged heritage and pop culture. It invites young people to play with their perfumes, mix and match, and most importantly, enjoy the art of fragrance that’s so ingrained in regional culture.
Swiss Arabian
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Which is Dubai’s famous perfume? The answer often depends on personal preference, but Swiss Arabian is widely regarded as one of Dubai’s most iconic perfume houses. Established in 1974, it was the UAE’s first fragrance brand and remains a go-to for classic oud, musk, and floral blends that have perfumed countless Eid gatherings and family weddings. Today, Swiss Arabian still holds its own alongside the newer indie brands. Its classic oud-based perfumes and attars (oils) continue to enchant those who crave deep, authentic Arabian scents that announce your presence and linger long after you’ve left the room. For the younger crowd, wearing Swiss Arabian can feel like a subtle connection to their roots, wrapped in a very affordable (and long-lasting) package.
Ultimately, the top UAE brands across fashion, jewelry, and perfume aren’t just riding a trend…
They’re spearheading a cultural shift. They reflect a generation in the GCC that is confident, globally aware, yet intensely proud of its local identity. Whether it’s through a streetwear hoodie with Arabic calligraphy or a bespoke fragrance that smells like home, these Middle Eastern brands have struck a chord by being conversational yet authentic in their appeal. There’s a dynamic flow in how youth in Dubai, Abu Dhabi, Sharjah, and beyond are mixing local and global, old and new. And these labels are right there with them, evolving tastes in real time. Perhaps what makes this movement so compelling is the emotional undercurrent: a sense of belonging. Wearing a piece from one of the top Emirati fashion designers or spritzing a perfume made by a local nose is a celebration of culture and creativity that feels personal. It’s the same reason a pop-up by a UAE fashion brand draws more buzz these days than yet another international chain store. As one might rhetorically ask, who wouldn’t want to support a brand that not only makes you look and feel fabulous, but also tells your story? From the majlis to the mall, the message is clear. The GCC’s fashion-forward youth have found their style soulmates in these homegrown Dubai fashion brands. And as we stride further into 2025, decked out in Qasimi jackets, Illi abayas, Shamsa Alabbar earrings, and a haze of Kayali and oud, one thing’s for sure: the future of Gulf lifestyle is being designed and defined right here at home. Top UAE brands aren’t just on the rise– they’re here to stay, lighting the way for future creatives and proving that the next big thing can absolutely come from our own backyard. So go ahead, support local and wear it with pride – the region’s watching, and the world is taking note.
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