Jil Sander Begins Middle East Expansion With Dubai Flagship
Joining the growing presence of quiet luxury purveyors like Zegna and Loro Piana in the rapidly evolving region.
As the Middle East’s consumer tastes continue to evolve with new generations, luxury and contemporary brands looking to stretch their arms further are addressing their demand for newness with permanent channels. With a striking translucent glass block facade, Jil Sander has opened its first-ever Dubai flagship at Mall of the Emirates as part of a multi-year Middle East expansion strategy from OTB Group (Jil Sander, Margiela, and Marni’s parent).
The news comes as the brand progresses through a time of widespread transition. Shortly after the exit of Luke and Lucie Meier at the start of the year, Simone Bellotti was appointed as the label’s new creative director in March. Additionally, it’s only been four years since the ‘quiet luxury’ pioneer was acquired by Renzo Rosso’s conglomerate in 2021.
“Jil Sander is so distinctive that its design, the exceptional quality of the garments, the craftsmanship, and the fabrics can be recognized even without seeing the logo. It represents modernity and sophistication, design, and purity,” Rosso said to WWD. “The recent decisions we have made, with the new CEO Serge Brunschwig and most recently creative director Simone Bellotti on board, are in line with the vision I have for the future of this brand, which has incredible potential,” he continued.
However, Jil Sander isn’t the only ‘quiet luxury’ player entering the Middle East. Recently, Italian menswear label Zegna announced that it would host its first-ever runway show outside of Italy on June 11 in Dubai. The brand also plans to bring the traveling Villa Zegna concept to the UAE metropolis, offering a week-long program of experiences. Zegna previously brought the activation to Shanghai and then New York, inside of an Upper East Side Townhouse. While the logo-emblazoned luxury titans like Chanel, Dior, and Gucci have been in the region since the 1980s, brands offering a more discreet contemporary vision of luxury have only entered the market recently. Arguably one of the foremost names, Loro Piana only opened its first Dubai flagship in 2018.
See images of the new boutique at Mall of the Emirates in the gallery above.
