3 Regional Brands We Love
3 Regional Brands We Love

3 Regional Brands We Love

Middle Eastern fashion is more than just cultural references, abayas and high glamour. In this series, we’re shining a spotlight on the brands merging modernity with tradition, offering women in the region – and all over the world – the chance to tap into the latest trends and innovations. Here are three labels on our radar right now…
By Amrita Singh

All products on this page have been selected by our editorial team, however we may make commission on some products.

Sem Sem SS2024

Sem Sem

Abeer Al Otaiba – the creative brain behind 'SemSem' – has just released her SS24 collection. Known for blending architectural precision with bold femininity, Abeer's pieces reflects her Middle Eastern heritage, and span shimmering golds, silvers, deep emerald tones, vivid blues and delicate off-whites. Luxurious fabrics such as silk and embellishments like sequins take centre stage, too. Standout pieces include a silver and gold-toned caped gown and a rhinestone detailed halterneck dress.

Visit SemSem.com


URA's minimal aesthetic is inspired by sharp tailoring and fluid movement. Founded by London College of Fashion graduate, Arunima Sahni, the brand has just dropped its SS24 collection. Aiming to elevate everyday style through unique details and sleek silhouettes, the focus this time is on form, drape and superior quality. URA also combines masculine and feminine touches to balance structure with fluidity – and help customers build a long-term, transitional wardrobe. Colour palettes are neutral, and classic tailoring is the mainstay – but we also love the co-ords.

Visit WearURA.com


Her love of art and fashion is what led Saudi entrepreneur, Zahra Alsogair, to launch Dananeer – a brand that reflects her creative spirit. Born and raised in the Kingdom, Zahra's background in interior design, coupled with her exposure to diverse cultures has influenced her designs – most of which are predominantly catered to the modest market. Abaya sets are created in luxe fabrics in neutral tones and elevated with embellishments to take the look from day to night. Silhouettes are fluid and standout pieces include the Black Rose abaya, detailed with 3D embellishments, and the two-tone Marigold abaya that features a bold scalloped design. 

Visit DananeerDesigns.com

Coat Abaya, AED 890 (was AED 1,275)
Coat Abaya, AED 890 (was AED 1,275)

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