MIDDLE EASTERN LUXURY

Rebranding Madiyah Al Sharqi was a project that I approached with immense pride and responsibility. As a member of the royal family of Fujairah, Madiyah’s legacy carried weight, but the vision was to push boundaries—to create a contemporary luxury fashion brand that could stand shoulder to shoulder with global icons while staying rooted in the GCC’s rich culture. This was a first for the region, a bold move to redefine what a luxury fashion house could look like.

As the creative director, I oversaw every element of the rebrand. The task was comprehensive and exhilarating: designing a fresh identity, crafting elegant print and packaging designs, and building a custom e-commerce platform that mirrored the sophistication of the brand. But it didn’t stop there. I was deeply involved in the details, from the labels and sampling to ensuring every aspect of the brand reflected its luxury status.

This project wasn’t just about aesthetics; it was about storytelling. The challenge was to bridge tradition with modernity, reflecting Madiyah’s Parisian education and contemporary design sensibility while celebrating her Emirati heritage. The result was more than a rebrand—it was the creation of a new chapter for GCC fashion, setting a precedent for how regional brands can compete and thrive on the global stage.