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Jumeirah hotel group launches fashion collection
New apparel line has been created by local design house Bouguessa
Jumeirah, Dubai Holding’s luxury hospitality group, has debuted its first capsule fashion collection, called Jumeirah Heritage Club.
Created in collaboration with homegrown fashion house Bouguessa, the design of the new line draws on the textures, colours and silhouettes of Dubai’s coastline, reflecting the brand’s heritage and connection to its origins in Dubai’s residential neighbourhood of Jumeirah.
The unisex collection features everyday staples, such as T-shirts, jumpers and caps, in a colour palette of off-white, navy and green. The apparel is branded with the collection’s logo, while select pieces feature a motif of Jumeirah Burj Al Arab, paying homage to the group’s landmark hotel, which has been part of Dubai’s famous skyline for more than 25 years.
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Faiza Bouguessa, founder and Creative Director at Bouguessa, said: “Inspired by the textures and rhythm of coastal Dubai, the collection reinterprets its effortless sophistication through Bouguessa’s minimalist lens, blending simplicity and structure with a sense of nostalgia that bridges past and present.”
The launch of Jumeirah Heritage Club reflects the growing trend of partnerships between hospitality groups and fashion brands in recent years. In 2023, Le Bristol Paris rolled out a co-branded capsule collection with California-based leisurewear brand, Sporty & Rich. Similarly, One&Only resorts in Rwanda partnered with fashion house Lemlem in 2022.
Airlines have also raised their profiles with fashion collaborations. Saudia, the national carrier of Saudi Arabia, recently unveiled a new fashion brand created in collaboration with designer Mohammed Khoja, while British Airways commissioned Ozwald Boateng to design its latest uniforms, rolled out in September 2023.
For more information, visit jumeirah.com
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