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The Future of Resortwear is Middle Eastern

Globally renowned designers and the creators of SAND, the Middle East’s first luxury resortwear trade show, are shaping the future of fashion in the region.

In the Middle East, resortwear is not confined to the summer months or holiday wardrobes, but a year-round essential and a reflection of our climate, culture and lifestyle. From flowing kaftans worn with tailoring on cooler evenings to silk robes that move effortlessly from poolside to gallery opening, resort fashion in the region has evolved into a daily code of elegance.

Now, with the launch of SAND, the Middle East’s first dedicated luxury trade show for resortwear, swimwear, activewear, loungewear and accessories, this narrative has found its global stage. Taking place October 11–13 at The Agenda, Dubai Media City, SAND brings together over 50 international labels, immersive showroom experiences, and thought-led panels. More than a marketplace, it cements the region’s role as a definitive destination for resort-led luxury.

The global resortwear market is projected to exceed $45 billion by 2034, with the Middle East fast becoming its most influential voice. “Women here want pieces that transition seamlessly from day to night,” says Karim Hatab, co-founder of SAND. “Resortwear here is a daily uniform, it’s not just about holidays, it’s about a lifestyle always in motion.”

Designers are now creating with the Gulf woman in mind; someone deeply rooted in culture yet globally inspired. niLuu, with its cruelty-free vegan silk, delivers minimalism with purpose. Oceanus introduces glamour built on recycled fabrics and embellishments. Hemant & Nandita channel expressive prints and artisanal detail, while Maven’s handcrafted bags and Van Den Abeele’s Parisian jewellery redefine accessories as statement essentials.

From Ibiza’s bohemian romance at Charo Ruiz to South American optimism from Las Sureñas, the line-up at SAND reflects the diverse codes of resortwear that resonate so strongly in this region: breathable fabrics, versatile silhouettes, modest layering, and a sense of effortless transition.

Saudi Arabia is emerging as a powerful driver of resortwear demand. As women expand their social and economic influence, their style is shaping global interpretations of silhouette, layering, and luxury. “The Saudi woman is setting the tone,” notes Hatab. “She’s modest, but fashion-forward. Her needs are pushing brands to rethink how they design for adaptability.”

Across the GCC, under-30 consumers are setting the fashion agenda, blending TikTok trends with heritage craftsmanship, and prioritising labels that balance edge with sustainability. Here, luxury is no longer just about status; it is about substance, story, and conscious design.

From Mela and La Revêche to Isabel Beachwear, LOVEKINI, and Les NéoBourgeoises, SAND presents a curated roster of brands who understand the codes of modern resortwear. “Today’s consumers want more than just logos, they want transparency, story, and personal connection,” says Iyad Grahne, SAND’s co-founder.

As Dubai strengthens its position on the global fashion calendar, SAND unites designers, buyers, stylists and editors, celebrating resortwear as a form of art and elegance.

SAND Dubai | October 11–13, 2025 | The Agenda, Dubai Media City