Day Four of Dubai Fashion Week Spring/Summer 2025 radiated with captivating collections and thought-provoking panels. Industry leaders, influencers, and fashion enthusiasts gathered for a day that seamlessly blended luxury, inclusivity, and forward-thinking conversations. With Threads Talks offering expert insights into the future of fashion, and RIVA and CHOICE debuting their much-anticipated Fall/Winter 2024 collections, the day encapsulated the very essence of what makes Dubai Fashion Week a global force in the fashion world.
Threads Talks: The Future of Fashion
In today’s increasingly digital world, the role of platforms like WhatsApp and Instagram in fashion cannot be overstated. During Threads Talks on Day Four of Dubai Fashion Week SS’25, Stanislas Brunais, Marketing Director at Ounass, highlighted these tools as crucial to the modern fashion brand’s toolkit, particularly in how they foster direct communication and community building in a more personal, intimate manner.
WhatsApp: A Direct Line to the Consumer
WhatsApp, according to Brunais, has become an indispensable tool for brands looking to maintain a close-knit relationship with their customers. Unlike traditional retail channels that often feel distant or overly transactional, WhatsApp allows brands to foster direct, one-on-one conversations, mirroring the personal nature of friendships. This platform enables brands to send personalized messages, updates, and exclusive content directly to their consumers’ phones, creating a dialogue that is far more intimate than any email blast or social media post.
The beauty of WhatsApp lies in its accessibility. For brands targeting consumers in regions like the Middle East, where the app is widely used, it becomes a convenient, cost-efficient means of communication. More than just a messaging tool, it is now a key sales driver—especially for luxury and bespoke fashion brands, which rely on nurturing relationships with clients. By using WhatsApp, brands can offer personalized shopping advice, send product recommendations, or even arrange VIP consultations, creating a seamless, tailored experience from product discovery to purchase.
Brunais pointed out that WhatsApp also serves as a way to reach consumers at pivotal moments, be it during the Ramadan gifting season or ahead of major fashion launches. The immediacy of this platform allows for real-time interaction, ensuring customers feel valued and informed.
Instagram: A Hub for Inspiration and Community
Where WhatsApp excels in direct communication, Instagram shines as a platform for broader community engagement and inspiration. With over 80% of people in the region actively using Instagram, Brunais highlighted its power in creating a visually driven brand narrative that captures the attention of fashion lovers and potential buyers alike. Instagram’s unique combination of aspirational imagery, engaging stories, and direct shopping capabilities has transformed it from a social network into a fashion hub.
For brands, Instagram is more than just a marketing channel; it’s a place where they can showcase their products, collaborate with influencers, and engage with a global audience in a way that feels both organic and personal. Through features like Instagram Stories, brands can take their followers behind the scenes at runway shows, giving them an insider’s look at the creative process or upcoming collections. Live events, such as product launches or Q&A sessions with designers, offer opportunities for real-time interaction, making consumers feel like they’re part of the brand’s inner circle.
Brunais emphasized how brands can create a community on Instagram by leveraging user-generated content, collaborating with influencers, and maintaining an active presence. For example, sharing customer reviews, reposting photos of clients wearing their products, or partnering with local influencers helps brands resonate with their target audience and tap into authentic conversations.
Creating a Seamless Digital Ecosystem
One of the most exciting points discussed during the panel was how brands can combine the strengths of both WhatsApp and Instagram to create a seamless digital ecosystem that caters to the modern consumer’s expectations. Instagram serves as a discovery and engagement tool, where consumers get inspired and emotionally connect with the brand’s story. Once that connection is made, WhatsApp takes over as the platform for personalized interaction, nurturing that relationship through customized offers, tailored services, and direct communication.
Brunais suggested that brands should lean into this approach to enhance customer loyalty and satisfaction, especially in the Middle East. Personalization was a recurring theme throughout the discussion, with experts emphasizing that today’s consumers expect brands to understand their preferences, values, and even personal milestones, like birthdays or anniversaries. Building that kind of detailed profile for each customer and responding with appropriate content, offers, and communication, whether on WhatsApp or Instagram, is key to long-term success.
The Future of Digital Fashion in the Middle East
As Dubai and the broader Middle Eastern market continue to grow in the luxury and fashion sectors, digital platforms will only become more integral. Consumers are savvier than ever, expecting more than just a product—they want a personalized experience that feels unique to them. With platforms like WhatsApp and Instagram, brands have the tools to meet these expectations, offering more than just a transaction but a journey that spans inspiration, engagement, and tailored service.
In summary, the Threads Talks panel illuminated how brands in the Middle East can take advantage of digital tools to foster community, enhance consumer experiences, and grow sustainably. By harnessing the power of WhatsApp for direct engagement and Instagram for community building and inspiration, fashion brands are well-positioned to thrive in this ever-evolving landscape.
RIVA: A Luxurious Ode to Modern Elegance
RIVA’s emphasis on versatility was unmistakable, with pieces ranging from structured blazers and chic tailored pants to flowing evening gowns that exuded a quiet elegance. The collection balanced feminine charm with a more utilitarian aesthetic, catering to the modern, multifaceted woman who seeks both elegance and functionality in her wardrobe. This duality—luxury with an everyday practicality—positioned the brand as a go-to for women who appreciate refined design but also demand comfort and ease.
The collection, inspired by both winter and early spring, featured an impressive range of warming clothing designed to transition seamlessly between seasons. From luxe coats with oversized collars to cozy, textured sweaters and heavy knit scarves, every piece had the dual appeal of fashion-forward style and real-world practicality. Heavy accessories, including chunky belts, oversized jewelry, and statement handbags, completed the looks, making each outfit feel rich and polished. The bags, in particular, were to die for—crafted from sumptuous leathers with bold hardware, perfect for the season’s luxurious but grounded feel.
RIVA didn’t stop at just presenting a beautiful collection. Their attention to detail extended beyond the runway with their exquisite styling, where every model was perfectly polished from head to toe. Hairstyles ranged from sleek ponytails to voluminous waves, complementing the theme of mixing traditional elements with contemporary edge. The makeup was subtle yet sophisticated, enhancing the natural beauty of the models without overshadowing the garments.
In an extraordinary gesture, the brand elevated the experience by gifting attendees a full goodie bag, including a branded pouch and delightful home products from their line, Riva Home. Inside, guests found an Eau de Toilette, specially crafted to reflect the essence of the collection, and an aromatizer that added a luxurious sensory experience to the event. This attention to detail not only solidified RIVA’s reputation for luxurious designs but also created an intimate connection between the brand and its audience, reinforcing the idea that RIVA understands the needs and desires of its clientele both on and off the runway.
Ultimately, RIVA’s Fall/Winter 2024 collection stood as a testament to the brand’s ability to marry tradition with modernity. The collection appealed to women who value both luxury and comfort, offering garments that seamlessly transition from day to evening, from professional settings to glamorous events—all while maintaining a focus on quality, versatility, and timeless elegance.
CHOICE: An Empowering Celebration of Womanhood
While RIVA’s collection offered an elegant juxtaposition of luxury and practicality, CHOICE’s Fall/Winter 2024 collection made an equally bold statement, with a focus on inclusivity, modernity, and cultural reverence. CHOICE paid homage to the 1970s with sleek, tailored silhouettes, while the monochromatic designs exuded a timeless appeal that felt both nostalgic and forward-thinking. Coats, blazers, and suits were impeccably crafted from luxurious materials like silk and metallic tweed, adding a layer of glamour to the collection’s sophisticated aesthetic.
What truly set CHOICE apart was its attention to tailoring and its unwavering commitment to inclusivity. The collection was designed to celebrate women of all shapes and sizes, presenting a refreshing stance in an industry often criticized for its narrow definition of beauty. Models of various body types confidently showcased the tailored pieces, from fitted blazers to structured coats, proving that great design knows no boundaries when it comes to size. This inclusive approach cemented CHOICE’s reputation as a brand that embraces diversity and empowers women.
The collection’s color palette, rich in off-whites and deep blacks, allowed the impeccable craftsmanship and details to stand out. Every seam, fold, and cut was a testament to the brand’s belief that simplicity can be the ultimate expression of sophistication. The sleek lines and minimalist approach ensured that the pieces would remain versatile and timeless, making them perfect for the modern woman.
CHOICE’s show was not only a celebration of modernity but also a nod to Dubai’s rich heritage, with subtle cultural motifs woven into the collection. The combination of traditional Middle Eastern influences with contemporary styles created a unique fusion of East meets West. This was evident in the structure of the garments, where ponchos, scarves, and belts became key elements, embracing traditional aesthetics with a modern twist. Leopard prints made a striking appearance alongside fluid textures, giving the pieces an effortless versatility ideal for any occasion.
Accessories also played a crucial role in CHOICE’s collection. Super mini bags and pouch bags were standout companions to the looks, offering a touch of functionality without sacrificing style. These accessories, paired with oversized sunglasses, emphasized the free-spirited fashionista that the collection sought to embody—a woman who is confident, daring, and unafraid to embrace her individuality. The models, styled with this head-to-toe cohesion, reflected the new-age Middle Eastern woman who effortlessly mixes tradition with cutting-edge fashion.
The color palette ranged from soft blues to deep blacks, creating a cohesive look that transitioned from day to night with ease. Fluid textures added to the chill, laid-back vibe of the collection, making it perfect for a variety of settings—whether at the office, catching a flight, or attending a casual event. The versatility of the pieces reinforced CHOICE’s position as a brand that understands the demands of modern life while still delivering a prestigious and polished look.
A Stylish Afternoon at D3: BellaDonna Studio & One Life
Day three also saw the arrival of fellow entrepreneur @boomthananant, owner of Ricochet Boutique, who brought her signature style to the event. I loved her well-coordinated couples goals look—an effortlessly chic ensemble that stood out for all the right reasons. Her marble bag was a dream, and the sunglasses chain was the perfect accessory, elevating the entire outfit. She proved that accessories can make or break a look; hers were spot on!
In between shows, we took a moment to explore Dubai Design District (D3), soaking in the creative energy of the area. Our first stop was at BellaDonna Atelier, a hidden gem owned by designer (and good friend) Jara. With its minimalist yet cozy ambiance, the studio is a haven for couture lovers and fashion insiders alike. We selected our outfits for Day Five, each piece reflecting Jara’s exquisite craftsmanship and attention to detail.
Next, we headed to One Life, a must-visit for those looking for a delicious, healthy meal in D3. From their vibrant vegan dishes to their famous poke bowls, One Life’s menu is both inventive and satisfying. The open-air vibe and lush garden setting made it the perfect spot to refuel and recharge before heading back to the shows. Day Four of Dubai Fashion Week offered a perfect blend of innovation, heritage, and inclusivity. From the expert discussions at Threads Talks to the standout collections from RIVA and CHOICE, the day provided a glimpse into the future of fashion, where storytelling, digital strategies, and luxury converge to create unforgettable experiences.
