The recent Vogue Business Global Summit, held in Dubai, brought together industry leaders and visionaries to delve into the transformative shifts occurring within the luxury sector. The two-day event, set against the backdrop of Dubai’s dynamic business environment, addressed crucial themes such as technological advancements, emerging market opportunities, changing consumer behaviors, particularly among Gen Z, and the strategic role of hubs like Dubai in facilitating global brand expansion. Discussions were spearheaded by prominent figures from organizations including d3, Chalhoub Group, and Vogue Business, providing a comprehensive overview of the challenges and prospects shaping the future of luxury.
During the summit, Stefano Rosso, CEO of Marni and Chairman of Maison Margiela, offered a deep dive into the integration of innovation within luxury brands, particularly highlighting the Aura Blockchain Consortium and the implementation of digital product passports (DPPs) across OTB’s portfolio. Rosso underscored the long-term value of DPPs in authenticating luxury items for the secondhand market and gaining insights into post-purchase product journeys, despite current low consumer awareness. He emphasized that these technologies are fostering a new level of dialogue with consumers, marking a distinct shift from previous generations. Rosso also touched upon the significant creative transitions underway at OTB brands, with new creative directors at Maison Margiela, Jil Sander, and Marni, a strategic move influenced by the prevailing economic climate. He particularly noted the appointment of a woman to lead Marni’s womenswear, recognizing it as a key growth area for the brand. Additionally, OTB is actively pursuing expansion into high-potential markets like the Middle East and Latin America.
The summit also dedicated a session to the evolving landscape of beauty and wellness, inspired by Vogue Business's series on the Future of Appearance. Esteemed experts, including Dr. Jaffer Khan, founder of the Aeon longevity clinic, Dr. Lamees Hamdan, a wellness specialist, and Dr. Mahsa Nejati, a longevity-focused dentist, discussed groundbreaking innovations. A central theme was the increasing investment by affluent consumers in longevity and biohacking to counteract or slow down aging. This trend is prompting medical and dental professionals to pivot towards preventative wellness, focusing on reducing inflammation and enhancing skin quality to optimize aesthetic treatments. Dr. Khan’s Aeon clinic, located in Atlantis the Royal, exemplifies this shift by offering advanced therapies like stem cell treatment, ozone therapy, NAD+ IVs, hyperbaric oxygen chambers, and infrared beds, all designed to address the human exposome—the environmental factors influencing health and aging. The panel agreed that stem cells and exosomes would play a pivotal role in the future of dentistry, aesthetic medicine, and general wellness, with a growing emphasis on achieving undetectable results and making these innovative ingredients more accessible in skincare and aesthetic applications.
Another key discussion explored Dubai’s emergence as a significant hub for fashion innovation and global expansion, particularly for brands from India and the Middle East. Historically, India has been recognized for its craftsmanship and production, while the Middle East has been celebrated for its appreciation of luxury. However, both regions are now gaining acclaim for their own distinct creative contributions and design labels. Sujata Assomull, a contributing editor at Vogue Business, moderated a panel featuring Indian designer Rahul Mishra and Dubai-based designer Dima Ayad. Both designers articulated how Dubai provides unparalleled opportunities for independent talent, leveraging their collaborations with international brands like Marina Rinaldi and Tod’s to achieve global recognition. Mishra affectionately called Dubai the “city of hope,” remarking on its potential to host high-performing luxury retail outlets and highlighting the parallel growth of couture and hospitality driven by consumers' desire for unique experiences.
The summit further examined the profound impact of Gen Z on marketing strategies. Anusha Couttigane, head of advisory at Vogue Business, interviewed senior trends editor Lucy Maguire on the report “Gen Z Broke the Marketing Funnel, What Now?” produced in collaboration with Archrival. Maguire revealed that Gen Z’s constant engagement with social media, combined with current socioeconomic pressures, has rendered traditional shopping experiences almost mindless. This demographic is re-evaluating its relationship with social media, luxury, and content creators. Increasingly, Gen Z consumers are turning to alternative platforms like Reddit and ChatGPT for personalized, anonymous fashion and beauty advice, and are seeking inspiration from comment sections, search bars, and private channels rather than conventional social feeds. In a subsequent panel on digital frontiers in luxury, Meta’s Moon Baz, Bureau Beatrice’s Jon S Maloy, and The Luxury Closet’s Nicola Ghin discussed how AI, social trends, and authentication are driving innovation. Baz highlighted the crucial role of WhatsApp in the UAE for direct brand-customer relationships and Meta’s AI integrations for informed engagement strategies. Maloy emphasized that while AI enhances digital experiences, human creativity remains irreplaceable. Ghin from The Luxury Closet noted the growing acceptance of pre-loved luxury and how, despite manual authentication processes building trust, AI is now accelerating product condition assessments.
The summit concluded with an insightful conversation between Sujata Assomull and Michael Chalhoub, CEO of Chalhoub Group. Chalhoub, who recently took over from his father, outlined his strategic vision for the luxury powerhouse, which manages over 300 international brands and eight proprietary luxury labels in the Middle East. His priorities include significant investments in AI, exemplified by Layla AI, the region’s first large-scale generative AI beauty coach, which has dramatically boosted conversion rates at the group’s Faces stores. Chalhoub Group is also expanding into new markets, particularly in Latin America, India, and Africa, and fostering local and international luxury brands through its incubator, which has seen substantial revenue growth. Reflecting on the group’s 70-year history, marked by relocations and adaptability, Michael emphasized the importance of agility. Despite the global geopolitical challenges, he expressed pride in Chalhoub Group's 8% revenue growth in 2025, affirming a smooth leadership transition and confidence in his long-term vision for the next seven decades.
