This October, Oud Fashion Talks (OFT) returned for its third year, gathering regional and international fashion professionals in Kuwait. The event included networking dinners, an exhibition of local design talent, and a series of panel discussions and workshops at the Abdullah Al Salem Cultural Centre. These sessions emphasized the fashion, retail, and beauty landscapes in Kuwait and across the Middle East, highlighting the region’s potential for further growth.
The Gulf Cooperation Council (GCC), which consists of Bahrain, Kuwait, Oman, Qatar, Saudi Arabia, and the United Arab Emirates, has emerged as a beacon for the global fashion industry. According to a joint survey by The Business of Fashion (BoF) and McKinsey, the Middle East was identified as the most promising region for fashion executives as they look forward to 2024, with a net intent of 51 percent, reflecting a growing interest and consumer sophistication.
Khalid Al Tayer, CEO of Ounass—a prominent luxury e-commerce platform—stated, “The customer here is creating their own fashion narrative.” He attributes this to the maturation of the market, particularly in Kuwait, where a vibrant fashion narrative is flourishing, setting an example for the rest of the Gulf.
Zainab Alabdulrazzaq, the visionary behind OFT and founder of the fashion and beauty publication 3oud.com, aims to shift the perception of the GCC from solely a consumer market to an incubator of homegrown talent and businesses. Alabdulrazzaq recognizes that Kuwait’s burgeoning creative sectors are becoming more respected. “For the longest time, we were only considered consumers,” she remarked. However, today she sees significant changes in how fashion and entrepreneurship are viewed, as they are increasingly recognized as vital to the economy.
Kuwait’s Vision 2035 aims to develop non-oil sectors of the economy, promoting creative industries as a core pillar. OFT stands as a prime example of the maturing industry events gaining international recognition and spotlighting local talent. Many attendees from OFT proceeded to Riyadh Fashion Week, showcasing Kuwait’s role in the broader Gulf fashion landscape.
Transformative Forces within the GCC’s Luxury Market
During the event, Khalid Al Tayer discussed the regional luxury market’s transformation in his first public interview. Al Tayer oversees Al Tayer Group, which operates nearly 200 stores across the GCC and has partnerships with high-end brands such as Bottega Veneta, Gucci, and Harvey Nichols. His insights are vital for understanding the current consumer landscape.
Ounass, launched in 2016 with just 200 brands, now features over 1,300 labels, including both regional and international listings. Al Tayer emphasized the importance of respecting Middle Eastern consumers. “Brands that take this customer as important are benefitting,” he noted, expressing concern for those who treat the market merely as an extension of their global strategies.
Critical strategies, according to Al Tayer, include creating culturally relevant collections and engaging in collaborations with local artists. This authenticity resonates with consumers, who increasingly seek to support brands that understand and reflect local culture.
Ounass’s operational strides are also notable, establishing a logistics framework that facilitates rapid delivery—2-hour service in Dubai and a planned 4-hour service in Kuwait City. “Eighty percent of our Gulf orders are serviced via our own delivery fleet,” said Al Tayer, equating Ounass’ focus on logistics with a commitment to enhancing the luxury shopping experience.
The Power of Digital Influence
Another highlight of OFT was a discussion about the significance of digital content creators in shaping consumer expectations. Luxury brand strategist Morin Oluwole moderated a conversation that included influential personalities like Karen Wazen and Noha Nabil, both of whom transitioned from social media to entrepreneurship in the fashion and beauty sectors.
Wazen, who launched her eyewear brand after establishing her presence online, emphasized the evolution of her business alongside her community. “Constantly adapting to changes is crucial,” she said, reflecting the dynamic nature of consumer engagement in today’s digital age.
Noha Nabil reinforced the notion that consumer feedback is now more accessible. “When I want to launch a product, I can easily survey my audience,” she explained, highlighting how platforms allow brands to connect directly with consumers and cater to their preferences effectively.
The Rise of Clean Beauty
The beauty market in the Middle East stands poised for remarkable growth, projected to increase from $46 billion to $60 billion by 2025. As international brands dive into the market, local entrepreneurs are also making their mark, focusing on clean beauty.
Sara Al Rashed, founder of Asteri Beauty, launched the first clean vegan makeup line from Saudi Arabia. Al Rashed mentioned, “Our products are desert-proof, made specifically to cater to the harsh climate.” This tailored approach underscores the advantage local brands have in understanding regional consumer needs compared to their international counterparts.
Similarly, Noor AlNafisi from INNR emphasized sourcing ingredients that resonate culturally. “Using organic elements like argan oil relates to our heritage and appeals to our consumers,” she highlighted.
Both entrepreneurs express a desire to expand their offerings into skincare, indicating a strong belief in the trajectory of clean beauty within the GCC.
Innovating through Creative Entrepreneurship
Closing the event, Al Tayer joined emerging designers from the Middle East, including those behind Kuwaiti footwear brand Thuna, and Egyptian accessories brand Okhtein. This discussion illuminated the unique opportunities and challenges faced by creative entrepreneurs in the region.
Almudhayan and Alsuleity from Thuna, for instance, designed their footwear line to address the specific needs of Middle Eastern women, focusing on comfort in hot climates. “Aspiring to offer breezy options was inspired by our own experiences,” they noted.
Ghada Al Subaey from 1309 Studios echoes this sentiment, emphasizing the importance of forging and maintaining cultural identity within her designs. “I committed to staying true to my roots after a previous venture didn’t reflect who I am,” she shared.
The successful contributions of these brands exemplify how local entrepreneurs carve out niches in a market often misconceived by global entities.
In Conclusion
The success of Oud Fashion Talks lies in its ability to not only celebrate regional fashion and beauty talents but also to provide a platform that encourages dialogue around entrepreneurial growth within the GCC. As the region advances, both established and emerging brands are poised to lead a cultural transformation in the fashion and retail industries.
