As Dubai cements its status as a global hub for refined, understated luxury, German fashion house Jil Sander has made its Middle Eastern retail debut with the launch of its flagship boutique at Mall of the Emirates. The move is part of a broader multi-year regional expansion strategy set by OTB Group, the parent company behind Jil Sander, Maison Margiela, and Marni.
A Statement of Quiet Luxury
Positioned alongside fellow quiet luxury icons such as Zegna and Loro Piana, Jil Sander’s arrival in Dubai signals a growing appetite among Middle Eastern consumers for minimalist elegance. The brand’s new flagship features a striking translucent glass block façade, a visual nod to its ethos of purity, precision, and modern craftsmanship.
Renzo Rosso, founder of OTB Group, highlighted the brand’s timeless appeal during his conversation with WWD. “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,” he remarked. Rosso further emphasized the brand’s strong future trajectory, adding, “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.”
The Dubai launch follows a period of significant transition for Jil Sander. Earlier this year, creative directors Luke and Lucie Meier exited the brand, and in March, Simone Bellotti was appointed to steer its design direction. This expansion into the Middle East signals both stability and ambition, as OTB and Bellotti guide the label through the next chapter of its global growth.
A Shifting Landscape in Middle Eastern Luxury
Jil Sander’s entry into the market reflects a larger trend unfolding in the Gulf region. The Middle East’s luxury scene, once dominated by high-profile, logo-driven brands like Chanel, Dior, and Gucci, is evolving. Today’s affluent consumers, particularly younger generations, are increasingly drawn to labels that prioritise craftsmanship, subtlety, and contemporary sophistication.
Italian menswear powerhouse Zegna, another ambassador of quiet luxury, has also intensified its Middle East presence. The label announced plans to stage its first-ever runway show outside Italy on June 11, choosing Dubai as the host city. In addition, Zegna will bring its acclaimed “Villa Zegna” experiential concept to the UAE capital, offering a week-long program of bespoke activations for clients and enthusiasts — following its prior success in Shanghai and New York.
Loro Piana, another heavyweight in understated luxury, laid early groundwork in the region by launching its first Dubai flagship in 2018, helping to set the tone for a new era of luxury retail in the Gulf.
A Region Ripe for Expansion
The entry of Jil Sander into the Middle Eastern market comes as luxury spending habits in the region diversify and mature. With an appetite for less ostentatious but meticulously crafted fashion, the Middle East offers fertile ground for quiet luxury brands looking to deepen their global reach. As more labels seek to establish a permanent presence in the UAE and surrounding markets, Dubai continues to affirm its reputation as a pivotal destination for fashion that balances heritage with modernity.
