Dubai, a center of tech innovation and a promising market for Western brands while serving as a global launchpad for Eastern labels, was the fitting host for the second Vogue Business Global Summit. This two-day event explored luxury’s new chapter, tackling key questions: Where are leaders investing in innovation? Which markets show the most potential in today’s economy? How is Gen Z’s shopping behavior shifting? And how are brands leveraging hubs like Dubai to grow worldwide?

Guided by top executives from d3 and Chalhoub Group, alongside Vogue Business editors, the summit unfolded at the expansive Jumeirah beach resort. Activities ranged from a lavish gala dinner at Riviera Beach to keynote speeches and panel discussions in the Mina Ballroom, plus a deck lunch at Pierchic. Speakers included regional and international figures like Chalhoub Group CEO Michael Chalhoub, creator Karen Wazen, and Stefano Rosso, CEO of Marni and chair of Maison Margiela.

Panels delved into themes central to both Vogue Business’s coverage and the region, such as Eastern designers Rahul Mishra and Dima Ayad using Dubai to expand, the Future of Appearance with top medical experts, and digital strategies with Meta, Bureau Beatrice, and The Luxury Closet.

Here’s a recap of the highlights.

An Executive’s Guide to Innovation

The summit kicked off with Stefano Rosso sharing insights on innovation. He discussed his involvement with the Aura Blockchain Consortium and the rollout of digital product passports (DPPs) across OTB’s brands. Although consumer interest in this tech is still emerging, Rosso highlighted DPPs’ value in tracking secondhand luxury goods and helping brands understand product lifecycles post-purchase. “Technology opens up new opportunities for ongoing customer dialogue,” he noted, emphasizing that today’s consumer is fundamentally different.

OTB is undergoing significant creative shifts, with new talent like Glenn Martens at Maison Margiela and Simone Belotti at Jil Sander, plus Meryll Rogge’s upcoming show for Marni. Rosso attributed these changes to the tough economic climate, noting that previous creative directors John Galliano and Francesco Risso concluded their long tenures naturally. For Marni, hiring a female designer was intentional to boost growth in women’s ready-to-wear. Rosso also shared plans for expanding OTB’s presence in regions like the Middle East and Latin America.

The Future of Appearance

The next session turned to beauty, inspired by Vogue Business’s Future of Appearance series. Experts like plastic surgeon Dr. Jaffer Khan of Aeon clinic, wellness specialist Dr. Lamees Hamdan of Cosmic Doctor, and dentist Dr. Mahsa Nejati explored innovations reshaping beauty and wellness. They highlighted how affluent consumers are increasingly investing in longevity and biohacking to combat aging. In turn, medical professionals are focusing more on preventive care, such as reducing inflammation and enhancing skin health to improve aesthetic outcomes.

Dr. Khan’s Aeon clinic, located within Atl…Antis the Royal is a clinic dedicated to longevity, offering treatments such as stem cell therapy, blood-cleansing ozone therapy to remove metals and microplastics, NAD+ IVs, hyperbaric oxygen chambers, and infrared beds. These services are a response to scientific advancements. Dr. Khan noted, “Back in 2004 with the human genome project, we focused on genetics. Now, it’s about the human exposome—environmental pollution, sleep, stress, diet, and light exposure.”

Experts agree that stem cells and exosomes will play a vital role in dentistry, aesthetic medicine, and wellness moving forward. The aim is to make these treatments undetectable, with Dr. Hamdan predicting that buzzy ingredients like exosomes will soon become more accessible in skincare and aesthetic procedures.

The Gulf has emerged as a golden gateway for fashion. While India has long been recognized for its crafts, textiles, and production expertise, and the Middle East for its love of luxury and fashion, both regions are now gaining acclaim for their creativity and homegrown labels.

Vogue Business contributing editor Sujata Assomull brought together Indian designer Rahul Mishra and Dubai-based designer Dima Ayad to discuss why Dubai is a powerful platform for brands aiming for global reach. Ayad, who recently opened a showroom in Dubai Design District (d3), highlighted the city’s opportunities for independent talent. Both designers pointed to their collaborations—Ayad with Marina Rinaldi and Mishra with Tod’s—as learning experiences that boosted their international appeal.

Mishra described Dubai as the “city of hope,” noting that opening a store there often results in the highest sales globally. Couture is growing alongside hospitality, as consumers increasingly seek out experiences that both sectors provide.

Gen Z has disrupted the traditional marketing funnel. In a conversation with Vogue Business head of advisory Anusha Couttigane, senior trends editor Lucy Maguire discussed a report produced with youth culture agency Archrival. Lucy explained that in an endless cycle of inspiration, exploration, community, and loyalty, and with the ease of social commerce, Gen Z finds shopping mindless. Constant scrolling and a challenging economic climate are shifting their views on social media, luxury, and creators. Instead, they’re turning to platforms like Reddit and ChatGPT for personalized, anonymous fashion and beauty advice, and seeking product information in comment sections, search bars, and private channels rather than traditional social feeds.

In a panel on luxury’s digital frontiers, Anusha explored how AI, social trends, and authentication are driving innovation. She was joined by Moon Baz, Meta’s director of global partnerships for the Middle East, Africa, and Türkiye; Jon S Maloy, co-founder and chief creative officer of Bureau Beatrice; and Nicola Ghin, director of authentication at The Luxury Closet.

Baz discussed consumer trust in Meta’s platforms, particularly WhatsApp, the most popular messaging service in the UAE, which helps brands build direct relationships with valuable customers. She also highlighted Meta’s ongoing innovations, including AI tools that assist brands in making informed decisions and crafting precise engagement strategies.

Maloy stressed the importance of seamless integration, noting that AI cannot replace human creativity. He shared examples from Bureau Beatrice’s campaigns for Chaumet to illustrate this point.Digital experiences work best when they complement or enhance the physical brand world.

Meanwhile, Ghin noted that the initial hesitation around pre-owned luxury goods has now turned into widespread acceptance. At The Luxury Closet, authentication remains a largely manual process, which helps build trust with customers. However, Ghin added that new AI tools are speeding up and improving the assessment of product conditions.

Wrapping up the day, Sujata met with Michael Chalhoub, CEO of Chalhoub Group, which powers eight luxury brands like Christofle and Level Shoes, as well as over 300 international brands in the Middle East, from Louis Vuitton to Dior. Michael took over from his father Patrick just over a year ago, and this discussion highlighted the key strategies he has implemented in his first year as CEO.

He shared that the focus is on investing in the future. This includes Chalhoub’s push into AI, centered on Layla AI, the region’s first large-scale generative AI beauty coach. It has already doubled conversion rates at the group’s beauty stores, Faces, with most users engaging in Arabic. The group is also expanding into new markets, such as Latin America, which he called a “high-potential market,” as well as India and Africa. Additionally, Chalhoub Group is investing in both local and international luxury through its brand incubator, which has increased brand revenues fivefold in the past year. As the company looks beyond the Middle East, Michael pointed out that Chalhoub has moved its headquarters from Damascus to Kuwait to Beirut over its 70-year history, emphasizing the importance of adaptability.

So far, the CEO is pleased that Chalhoub Group—which marked its 70th anniversary two weeks ago—achieved 8% revenue growth in 2025, a result he is “very proud of,” especially given the global geopolitical climate. “We were all very happy about that, and we are happy the transition has gone as planned,” he said. While Michael acknowledges he has “big shoes to fill,” he is confident in his vision for the company’s next 70 years.

Frequently Asked Questions
Of course Here is a list of helpful and concise FAQs about the Vogue Business Global Summit in the Middle East

General Beginner Questions

1 What was the Vogue Business Global Summit
It was a major conference that brought together top leaders from the global fashion and retail industries to discuss the future of the business with a specific focus on the Middle East

2 Where and when did the summit take place
It was held in Dubai UAE

3 Who typically attends this kind of summit
Attendees include CEOs brand founders designers retailers investors and media professionals from the worlds leading fashion houses and companies

4 What was the main goal of the summit
The goal was to explore the growing influence of the Middle East in the global fashion market and discuss key trends challenges and opportunities shaping the industrys future

Key Themes Highlights

5 What were the biggest topics discussed at the summit
Key topics included the rise of the Middle Eastern consumer the importance of cultural relevance the growth of modest fashion the integration of technology and the need for genuine sustainability

6 Why is the Middle East such an important market for fashion now
The region has a young digitallysavvy and highspending population Cities like Dubai and Riyadh are becoming major global luxury hubs driving immense growth and attracting international brands

7 Was sustainability a focus at the summit
Yes There was a strong emphasis on moving beyond greenwashing to implement real measurable and sustainable practices across supply chains and business models

8 How was technology discussed in relation to fashion
Speakers explored how technologies like Artificial Intelligence are transforming design and personalization and how the metaverse offers new avenues for brand engagement and digital product sales

Advanced IndustrySpecific Questions

9 What does cultural fluency mean in the context of this summit
It refers to a brands ability to genuinely understand respect and connect with the local culture values and consumer behaviors in the Middle East rather than just selling there

10 What were some key challenges identified for international brands entering the region
Challenges include navigating local partnerships understanding nuanced consumer preferences and avoiding a onesizefitsall global