Some collaborations feel inevitable. Jumeirah Heritage Club, the new capsule collection from Jumeirah and Dubai-based fashion house Bouguessa (Instagram), is one of them. Two names rooted in the city’s cultural fabric, now meeting at the shoreline where memory, identity and aesthetic clarity converge.
There is a particular kind of quiet luxury that comes from familiarity. Not the loud statement of novelty, but the gentle recognition of place. Jumeirah Heritage Club draws from that feeling. The collection looks toward Dubai’s original coastline, the textures of old Jumeirah, the pale warmth of sun-bleached walls and the calm lines of the sea. These are the references woven into each piece, forming a visual language rooted in belonging.
Bouguessa’s influence is unmistakable. Known for refined tailoring and clean architectural lines, the Maison approaches minimalism not as restraint but as intention. Here, that sensibility shapes an edit of unisex essentials: jumpers, T-shirts and caps designed to feel effortless yet composed. The palette is softened, the silhouettes assured. A minimalist logo ties the pieces together, with select items featuring an image of the Burj Al Arab, a symbol of the city and a marker of Jumeirah’s global legacy.
For Bouguessa’s founder and creative director, Faiza Bouguessa, this collaboration is personal. As she explains, Jumeirah represents “the heart of Dubai,” a place deeply connected to emotion and memory. The collection translates that sentiment into pieces that feel both familiar and contemporary. It is a bridge between past and present, nostalgia and clarity.
Exclusively available to pre-order on Bouguessa.com, the collection reaches global audiences while remaining undeniably tied to Dubai. It feels intimate and expansive at once, like the coastline that inspired it.
For a generation redefining luxury as something felt rather than performed, Jumeirah Heritage Club arrives at the right moment. It captures a city’s memory and makes it wearable. It offers style as connection, rather than spectacle.
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