Jumeirah, the global luxury hospitality brand and a member of Dubai Holding, has unveiled Jumeirah Heritage Club – an exclusive capsule collection created in collaboration with acclaimed Dubai-based contemporary fashion house Bouguessa.
Blending Bouguessa’s
signature minimalism with Jumeirah’s timeless elegance, the limited-edition
collection reimagines coastal style through a modern lens – a tribute to
nostalgia, effortless sophistication and the deep sense of belonging that comes
from a life by the sea.
Bringing together two
homegrown brands rooted in Arabian craftsmanship, Jumeirah Heritage Club draws
inspiration from the textures, colours and silhouettes of the region’s most
iconic coastal destinations. From the sun-drenched tones of old Jumeirah to the
tranquil lines of the sea, each piece nods to the spirit of Dubai’s original
shoreline, where Jumeirah’s story first began.
It is along this stretch of
Dubai’s coastline that Jumeirah’s legacy of warm, generous Arabian hospitality
first took shape – a heritage that continues to inspire the brand’s evolution
today.
The unisex capsule includes
a refined edit of elevated essentials: jumpers, T-shirts and caps in clean,
contemporary cuts. A minimalist logo lock-up runs throughout, with select
pieces featuring an image of Jumeirah Burj Al Arab, the global icon that
redefined luxury hospitality over 25 years ago.
Faiza
Bouguessa, Founder and Creative Director at Bouguessa, said: “Jumeirah has
always represented the heart of Dubai — a place that evokes emotion, memory,
and a distinct sense of belonging. From the beginning, our conversations
centred on capturing that quiet elegance and translating it into pieces that
feel both modern and familiar. 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.”
Michael Grieve, Chief Brand Officer at Jumeirah, comments: “Jumeirah Heritage Club is a timeless tribute to our origins along Dubai’s coast and the refinement in our brand’s continued evolution. Luxury hospitality and fashion share a common clientele, both of whom are looking for emotional connection through design, storytelling and experience. The connection between these two worlds is defining a new era of experiential luxury, blending creativity, craftsmanship and care to deliver meaningful moments. That spirit defines Jumeirah. It is where worlds meet, a majlis of global culture, conversation and connection.” -TradeArabia News Service