The news from the region you shouldn’t miss.
١. PUMA Middle East launches Mostroverse campaign spotlighting bold regional creatives
PUMA Middle East has launched its new campaign, the Mostroverse, bringing the spotlight to a lineup of rising talent across the region. Inspired by the comeback of the iconic Mostro sneaker, the campaign celebrates individuality, creativity, and bold self-expression. Shot in Dubai by Palestinian-Jordanian photographer Omar Sha3 and produced by local creative agency ECHO, the visuals tap into underground and avant-garde influences.
The Mostroverse campaign features a diverse mix of artists shaping regional culture: French-Iranian DJ and consultant Parvané Barret, Palestinian-Jordanian musician Karrouhat, Kenyan-Yemeni stylist Junaynah El Guthmy, Kazakh creative Jullz, and Egyptian duo Huda and Helena Shahin. Each one brings a distinct story and aesthetic to the campaign, echoing the Mostro sneaker’s bold design and its message of breaking convention.
٢. adidas Originals debuts sneaker laser customisation at The Dubai Mall flagship store
adidas Originals has introduced a new laser customisation machine at its flagship store in The Dubai Mall, letting customers personalise their leather sneakers with unique patterns and designs. From the tongue to the sides and even the signature Three Stripes, shoppers can choose different placements and styles to create a one-of-a-kind pair. It’s a fun way to explore personal style or come up with creative gift ideas.
٣.Miu Miu opens first boutique in Bahrain at Marassi Galleria with VIP lounge
Miu Miu has opened its first store in Bahrain at the Marassi Galleria mall. Covering over 300 square meters, the boutique offers ready-to-wear pieces, leather goods, shoes, and accessories. The store’s light stone exterior gives a peek inside, where a transparent section showcases the footwear. Inside, wooden furniture and textured blue fabrics organise the space neatly. As shoppers move to the clothing area, they’re met with curved blue walls and matching rugs and seating that create a calm, inviting feel. A private VIP lounge is also available for a more exclusive experience
٤. Level Shoes launches sunglasses pop-up with LOEWE Paula’s Ibiza and The Cha Club
Level Shoes welcomes summer with a fresh new sunglasses space, curated for the region’s sun-filled days and standout style. The seasonal edit includes designer frames from top fashion houses, perfect for everything from beach strolls to rooftop sunsets. One of the key highlights is the launch of Level Shoes’ first sunglasses pop-up, featuring LOEWE Paula’s Ibiza from May 15 to 29. Inspired by the iconic Ibiza boutique, the playful collection captures the spirit of summer. From May 16 to 18, a special Paula’s Ibiza cart will offer tomato-shaped chocolates, tying in with the brand’s quirky charm. Adding to the experience, Level Shoes teams up with The Cha Club to offer two limited-edition cloud matcha drinks and madeleines shaped like clouds. It’s a creative, cool celebration of summer style and sweet moments.
٥. Grease The Musical makes its Dubai Opera debut with a limited run this October
Dubai Opera is bringing the world-famous Grease The Musical to the stage for the first time in the UAE, running from October 24 to November 2, 2025. Presented in partnership with MAC Global and People Entertainment Group, this high-energy West End production retells the classic story of Sandy and Danny with modern flair while staying true to the original hits like “Summer Nights” and “Greased Lightnin’.” Directed by Nigel West and choreographed by Matt Wesley, the show promises fun, romance, and 1950s charm for all ages.
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٦. Balenciaga unveils Lamborghini-inspired art installations across flagship stores
Balenciaga has unveiled a new art installation to celebrate its collaboration with Automobili Lamborghini, launching on May 22, 2025. As part of the brand’s ongoing Art in Stores project, German artist Yngve Holen has created exclusive sculptures using parts from the Lamborghini Temerario. Displayed in the windows of key Balenciaga flagships in Paris, Milan, and London, the artworks are mounted on industrial-style frames resembling car assembly rigs. The pieces draw parallels between automotive design and fashion construction, with car body panels evoking fabric-cutting templates. The installation highlights Balenciaga’s continued push into the intersection of art, fashion, and technology.
٧. Brunello Cucinelli debuts summer 2025 capsule inspired by sailing and coastal ease
Brunello Cucinelli has unveiled its High Summer 2025 capsule collection for men and women, designed with warm, sun-filled days in mind. Inspired by coastal living and offshore sailing, the collection blends natural fabrics with refined craftsmanship. For men, the look is polished yet easygoing, with nautical touches, technical outerwear, and standout pieces crafted from abaca, a sustainable, water-resistant fibre. The women’s collection is light and graceful, featuring flowing caftans, shimmering organza, mesh knits, and earthy accessories. Colour palettes range from soft neutrals and metallics to vibrant tangerine and cherry tones, all grounded in a relaxed, elegant summer spirit.
٩. Limoz Logli opens luxury hair salon at Jumeirah Marsa Al Arab in Dubai
Celebrity colourist Limoz Logli has officially opened his first Dubai salon at the luxurious Jumeirah Marsa Al Arab, welcoming clients from March 14, 2025. Known for his natural-looking, sun-kissed hair and focus on hair health, Limoz brings his signature hand-painting and “banana blonde” techniques to the UAE, offering personalised colour services in a serene, high-end space. With a strong following from London to Ibiza, Limoz’s approach features ultra-fine highlights, seamless root blending, and gentle products that let hair grow out beautifully with minimal upkeep. The new salon is set to become a go-to for tailored, effortless hair transformations.
١.. Dubai to launch first SAND trade show spotlighting global swim and resortwear brands
Dubai will host the first-ever SAND trade show this October, a new event focused on swimwear, resortwear, activewear, and loungewear. Running from October 11 to 13 at The Agenda in Dubai Media City, the three-day B2B showcase will bring together over 70 international and regional brands. SAND offers a space for brands and buyers to connect, network, and explore business opportunities in the Middle East’s growing fashion and wellness scene. Co-founded by fashion insiders Karim Hatab and Iyad Grahne, the event is designed to support both global and local brands looking to grow in the region. Participating names include Oceanus, Miss June Paris, My Beachy Side, and more.
١١. Levi’s and sacai launch experimental denim collection blending classic style with Japanese design
Levi’s has partnered with Japanese fashion label sacai on a unique collection that gives classic denim styles a modern, experimental twist. Designed by sacai’s Chitose Abe, the pieces blend Levi’s signature looks with sacai’s edgy, layered designs. Highlights for women include a reworked denim jacket combining vintage Levi’s details, a jumpsuit with wide legs and light denim panels, and a jacket using Sacai’s signature textured fabric. For men, the collection offers simpler cuts with standout features like reversible jackets and tailored details. The unisex denim pants feature seven pockets and a special reversible belt. Inspired by James Dean’s rebellious spirit, the campaign stars actress Chase Sui Wonders and model Chandler Frye, with photos by Craig McDean. The collection launches on May 28 online and in select Levi’s and sacai stores, following exclusive pop-ups in Selfridges and Hong Kong.
١٢. Gentle Monster debuts 2025 limited eyewear collection with Bratz collaboration and global pop-ups
Gentle Monster has launched its 2025 Pocket Collection, a sleek new line of foldable eyewear designed with the brand’s bold and modern style. The collection includes 21 unique frames, one of which is a special collaboration with Bratz®, paired with a limited-edition Bratz doll. Highlighting themes of self-expression and fashion-forward thinking, the campaign features K-pop star Karina of Aespa and blends futuristic visuals with playful doll imagery. To celebrate the launch, immersive pop-up spaces will open on May 30 in Seoul, Shanghai, Los Angeles, and a day earlier on May 29 in Bangkok, where visitors can explore the collection alongside a towering, interactive Bratz doll display.
١٣. Huda Beauty was named the world’s most popular beauty brand in Cosmetify’s Q1 2025 index
Huda Beauty, the Dubai-born brand founded by Huda Kattan, has just been named the most popular beauty brand in the world by Cosmetify’s Q1 2025 Beauty Index. Beating global names like Dior, Fenty Beauty, Rhode, and Rare Beauty, Huda Beauty’s win highlights its strong digital presence and loyal fan base around the world. This moment marks a major achievement for the Middle East, proving that a homegrown brand rooted in regional values is now leading the global beauty scene.
١٤. Loro Piana brings summer elegance to Forte dei Marmi and Saint Tropez with artistic takeovers and Resort 2025 pop-ups
Loro Piana is celebrating summer with two artistic takeovers in Italy and France that blend fashion, art, and nature. In Forte dei Marmi, the brand has transformed the Il Fioraio flower kiosk into a calming, Mediterranean-inspired space filled with flowers, ceramics, and soft textures. At the heart of this setup is the Blooming Clay Ceramics collection, created with French artist Karim Rahman and the Barlet Soeurs, featuring handcrafted vases that echo the flow of Loro Piana’s luxurious fabrics. Meanwhile, in Saint Tropez, the brand returns for a third year to La Réserve à la Plage on Pampelonne Beach, decorating the space with its signature soft colours and launching a beachside pop-up with pieces from the Resort 2025 collection. Inspired by Venice’s pastel charm, the space features colourful rope accents shaped into Loro Piana’s iconic stripes, making both locations dreamy reflections of Italian elegance and summer serenity.
