Picture this: slipping into silky, sustainable loungewear that’s as kind to the planet as it is to your skin. That’s the magic of niLuu, an American vegan luxury fashion brand that’s just expanded its reach across the Middle East, landing in Saudi Arabia and Qatar while growing its footprint in the United Arab Emirates.
Touching Down in the Gulf
niLuu first sashayed into the Emirates in 2023, launching at Atlantis, The Palm Jumeirah, and Galeries Lafayette in central Dubai, as noted by Fashion United. Now, it’s set up shop at The Edit concept store in Dubai and Rubaiyat Saudi Arabia, with outlets in Riyadh and Jeddah. Over in Qatar, you’ll find niLuu’s goodies at Harvey Nichols Doha, while a pop-up at Riyadh’s Westerly Boutique runs from 1 February to 31 May. Oh, and here’s the cherry on top: they’ve rolled out shipping across the Middle East via their online store, per their official site niLuu.
Nilufer Bracco, the Turkish-born founder, sees the Gulf Cooperation Council (GCC) market as a perfect fit – a bit like Miami, with its love for chic, high-quality gear suited to warm weather. “Since we landed in the Emirates two years ago, the interest and support have been overwhelming, paving the way for this wider rollout,” she says. “We’ve found a discerning crowd here – one that craves vegan luxury fashion that’s both socially and environmentally sound. I’m buzzing about what’s ahead for niLuu in the Middle East.”
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Redefining Vegan Luxury Fashion
niLuu’s collection – think resort wear, loungewear, and pyjamas for men and women – is all about vegan luxury fashion with a conscience. Their secret weapon? Cupro, a biodegradable Japanese fibre approved by PETA for its eco-credentials. They also weave in ECOVERO fibres, certified by the EU Ecolabel, slashing water use and carbon emissions by 50% compared to regular viscose. These fabrics aren’t just sustainable – they’re downright dreamy to wear.
The magic happens at Serra Serra, a women’s atelier in Turkey, where fair wages and jobs for local women are part of the deal. “Today’s shoppers want more from their brands,” Bracco explains. “I wanted to craft timeless pieces that make you feel gorgeous while doing good for the world. Our vegan silk is just one way we’re pushing the boundaries of vegan luxury fashion to meet the demand for sophisticated kit that doesn’t harm the planet.”
A Growing Appetite for Ethical Style
This expansion taps into a surging crave for sustainable style across the Gulf – a region where deep pockets are increasingly paired with a sharp eye for eco-conscious living. niLuu isn’t just peddling clothes; they’re offering a whole lifestyle – think timeless luxury that feels good inside and out, minus any guilt. With sleek pop-up shops and a seamless online store, grabbing their vegan luxury fashion has never been simpler, whether you’re strolling through Dubai’s buzzing malls, soaking up the vibe in Riyadh’s posh boutiques, or lounging in Qatar’s upscale scene. It’s high-end fashion meeting a higher purpose, right at your fingertips.”
“Ready to jump on board this eco-chic wave? niLuu’s showing the world you don’t need animal-derived threads to turn heads and feel amazing. Their plant-based silks are proof that glamour and green living can go hand in hand. So, what do you think – tempted to ditch traditional silk for a softer, planet-friendly alternative? It’s a small swap that could spark a big shift in how you see style!
