Jumeirah and Bouguessa - two names that define Dubai’s confidence - have come together for a collaboration that feels both natural and necessary.

The Jumeirah Heritage Club, a capsule of refined everyday essentials, marks Jumeirah’s first step into fashion - and it does so with stylish restraint.

For those who grew up in Dubai, Jumeirah isn’t just a brand. It’s a landmark of memory - of mornings by the sea, sun-faded architecture, and a slower, softer version of the city that once was. That nostalgia runs through the collection, which merges Jumeirah’s hospitality codes with Bouguessa’s sharp, minimalist aesthetic.

The result is a unisex capsule that reinterprets coastal Dubai through a modern lens. Relaxed cotton tees, structured half-zips, and caps come in sun-bleached tones and clean silhouettes. Subtle embroidery of the Burj Al Arab appears on select pieces - not as branding, but as a quiet symbol of home.

“Jumeirah has always represented the heart of Dubai - a place that evokes emotion, memory, and belonging,” says Faiza Bouguessa, founder and creative director.

“From the start, we wanted to capture that quiet elegance and translate it into something that feels both modern and familiar.”

As Michael Grieve, Jumeirah’s Chief Brand Officer, puts it, “Luxury hospitality and fashion share a common clientele - people who seek emotional connection through design, storytelling, and experience. The intersection of these worlds is shaping a new era of experiential luxury.”

The Jumeirah Heritage Club feels less like a marketing collaboration and more like a marker of how far Dubai has come - a city no longer looking outward for its luxury narrative, but confidently crafting its own.

Minimal. Modern. Rooted in place.

The Jumeirah Heritage Club collection is now available for pre-order on Bouguessa.com, with worldwide shipping.