Luxury fashion brands are expanding into luxury and ultra-luxury real estate, capitalizing on their IP value in this ultra-high-ticket luxury category while strengthening influence among high-net-worth individuals and building integrated lifestyle ecosystems.
Currently, a rising wave of luxury residences led by premium brands is gaining momentum across the Gulf region.
According to Knight Frank’s survey, 69% of global high-net-worth individuals (HNWIs) expressed strong interest in purchasing branded residences in Dubai, underscoring robust demand in this sector.
Since the 2010 debut of Armani Dubai Hotel, luxury fashion brands have increasingly penetrated Middle Eastern real estate, evolving from luxury hotels to premium residential projects. The region has now become a strategic hub for long-term brand cultivation. LUXE.CO presents eight recently launched luxury-branded residential projects in the area:
——Maison Margiela
French fashion house Maison Margiela will debut its first global branded residence in Dubai, partnering with Alta Real Estate to enter the UAE real estate market.
The project will feature 24 customized units, boasting a prime location and redefining design and architectural boundaries with a distinctive yet understated aesthetic.
——Giorgio Armani
Italian luxury brand Giorgio Armani has entered Saudi Arabia’s real estate market for the first time, launching an exclusive residential project in Riyadh.
Located in Diriyah’s historic district—nicknamed the “The Birthplace of Saudi Arabia” for its UNESCO-listed cultural heritage and natural landscapes—the project unveiled at MIPIM (International Real Estate Exhibition in Cannes) aims to become a major tourism hub.
It includes 15 villas, each featuring spacious living areas, private libraries, pools, yoga terraces, cabanas, and reception spaces. Residents will enjoy access to the adjacent Armani Diriyah Hotel’s services and restaurants, alongside a preview of the brand new Armani Casa collection.
——BVLGARI
BVLGARI Resort & Residences’ new Middle Eastern project, shaped like a seahorse, is situated on Dubai’s Jumeirah Bay Island. Developed in partnership with local developer Meraas, the resort offers 100 rooms and suites, 20 hotel villas, and facilities, including the iconic BVLGARI RISTORANTE & SPA. The residential component comprises 173 apartments (1-4 bedrooms, including penthouses) and 15 mansions (3-6 bedrooms).
——Missoni
Missoni, the Italian master of knitwear, has teamed up with Middle Eastern developers DURAR and OCTA Properties to launch Trio Isle Interiors on Al Marjan Island.
The project features three buildings with interiors fully designed by Missoni, offering 1-3 bedroom apartments showcasing the brand’s signature vibrant colors. Al Marjan Island, known for its pristine beaches stretching 4.5 km into the sea, provides an idyllic backdrop.
——Elie Saab
Lebanese couture fashion house Elie Saab, collaborating with Ohana Development, is developing the waterfront project Elie Saab Waterfront by Ohana on Abu Dhabi’s Al Reem Island.
The development includes 174 modern apartments and luxury duplex penthouses, set for completion in Q2 2027, offering panoramic views of the Arabian Gulf and Abu Dhabi’s skyline.
——Mouawad
In partnership with UK developer Dar Global, Luxury jewelry and watchmaker Mouawad is investing $240 million in a Riyadh residential project near the 2030 World Expo site.
The 200 villas, slated for completion in Q4 2026, will become a landmark in Riyadh. Owners of properties valued over SAR 4 million qualify for residency under Saudi Arabia’s Premium Residency Program.
——Trussardi
Italian fashion brand Trussardi, alongside Luxury Living Group and UAE developer MIRA Developments, has launched Trussardi Residences in Dubai’s Al Furjan district.
The project aligns with Dubai’s plan to transform Al Furjan into a tourism hub, expected to attract nearly half of DWC Airport’s visitors by 2027. It includes 43 one-bedroom, 73 two-bedroom, and 3 luxury three-bedroom apartments, fully furnished with Trussardi Casa collection.
——de Grisogono
Swiss jewelry brand de Grisogono, collaborating with Dubai developer Damac, has unveiled Safa One, a dual-tower project inspired by founder Fawaz Gruosi’s necklace designs.
Centered on “The Nature of Luxury,” the towers feature lush garden terraces, sky gardens, a private beach, and pools. Tower A offers urban-chic 1-3 bedroom apartments (starting at AED 1.6 million), while ultra-luxury units range from 2-5 bedrooms.
｜Editor: LeZhi
