Luxury hotel group Jumeirah has stepped into the world of fashion with the launch of its first-ever capsule collection, titled Jumeirah Heritage Club, created in partnership with Dubai-based fashion house Bouguessa.
The collection draws inspiration from Dubai’s coastal heritage — evoking the textures, colours and relaxed elegance of the city’s original shoreline. It combines Bouguessa’s minimalist, architectural design approach with Jumeirah’s legacy of understated luxury.
The unisex range includes contemporary wardrobe staples such as jumpers, T-shirts and caps. Each item features clean lines and subtle branding; select designs bear the silhouette of the Burj Al Arab — an iconic symbol of Jumeirah’s hospitality legacy.
According to designers, the aim is to capture “quiet elegance” and translate it into pieces that feel both modern and familiar. The collection is meant to reflect the laid-back coastal lifestyle of old Dubai while resonating with a global audience looking for refined, versatile fashion.
The Jumeirah Heritage Club collection launched on November 6, 2025, and is available exclusively on the Bouguessa website with worldwide shipping.
This move signals a growing trend of lifestyle and hospitality brands blending fashion, heritage and modern design — expanding beyond travel experiences into wearable style.
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