Crafting a Brand in the Middle East: Navigating Change, Diversity, and Legacy in 2024

Disclaimer: The views expressed here are my own as I explore an industry I am personally investing in through the launch of a street-wear brand- Diaspora .

Welcome to the second edition of my blog series!

If you’re new here, you might want to catch up with my previous article on storytelling and branding, which you can find here.

Building on our discussion from last time, we’re now diving into how to launch a brand in the Middle East as we move through 2024 and into 2025. The COVID-19 pandemic marked a pivotal shift in user preferences and market dynamics. It prompted deep introspection across society—a moment to pause and question not only our consumer choices but where we work, how we interact, and how we perceive ourselves. Personally, I found myself reconnecting with my larger ambitions, a reminder of the impact I want to make.

Post-pandemic, personal style remains heavily influenced by comfort and versatility. Your pajamas can pass as chinos, and your sneakers can bridge the gap between formal and casual.

Amid this societal reevaluation, we saw certain social norms begin to dissolve, especially in the realm of self-image and public presentation. Two key shifts, in my opinion, fueled this transformation. First, changes already underway—like more relaxed work attire—suddenly accelerated. What once felt gradual, such as the shift to polos at work, quickly evolved into dressing solely for comfort, as many were now confined to virtual spaces. Second, as Gen Z entered the professional world, they brought a spirit of individuality and choice, pushing "rebellion" into the mainstream.

Post-pandemic, personal style remains heavily influenced by comfort and versatility. Workwear now doubles as loungewear or even gym attire. Your pajamas can pass as chinos, and your sneakers can bridge the gap between formal and casual. In short, "form and function" have become the mantras of the modern era.

This shift has sparked an era of creativity, where brands tread the fine line between contemporary trends and future-forward design. It’s fascinating to see how they position themselves to stay relevant in a post-pandemic world, blending innovation with timeless appeal.

The Shifting Consumer Landscape in the Middle East

1. Wellness: The New North Star for Fashion

The wellness wave is sweeping across fashion, and it’s no surprise why. After COVID, health and self-care became priorities, not just nice-to-haves. People are no longer satisfied with clothes that look good but do nothing for their well-being. Today, fashion has to work harder. Consumers want pieces that align with their lifestyle, supporting them in feeling good, staying active, and living authentically.

Consumers want pieces that align with their lifestyle, supporting them in feeling good, staying active, and living authentically.

Brands that understand this shift are the ones leaning into wellness-focused design, making clothes that look sharp while also promoting health. It’s about building a wardrobe that feels like an extension of our pursuit of wellness, from comfortable fabrics to multi-functional pieces that let you transition from a workout to a coffee meeting without missing a beat.

2. From Fast Fashion to Mindful Choices

Fast fashion is out of sync with the new consumer mindset. The throwaway culture of fast fashion clashes with the values of younger generations who prioritize sustainability and quality over quantity. This isn’t just a trend; it’s a lifestyle shift. Slow fashion, which emphasizes thoughtful production, sustainability, and longer-lasting pieces, has moved to the forefront.

COVID made people more aware of how their choices impact the planet. Buying less, buying better, and choosing brands with ethical standards isn’t just a conscious choice; it’s a way for consumers to feel better about their impact. In the Middle East, this is especially relevant as people begin to gravitate towards brands that resonate with their environmental values and well-being.

3. Hybrid Work: Redefining Dress Codes

The office dress code as we knew it has evolved, big time. Working from home opened the door to a more relaxed approach to dressing, and as people return to hybrid setups, that comfort-first mentality is here to stay. Gone are the days of restrictive attire; today, it’s all about blending comfort with a touch of professionalism.

Many brands are now tapping into this space, creating pieces that don’t compromise on style or comfort. And it’s not just about looking presentable on a video call—this shift goes deeper. A relaxed dress code boosts morale, lets people express themselves freely, and ultimately creates a more productive work environment. As the Middle East catches up to these trends, brands catering to this blend of style and functionality have a unique advantage.

4. Athleisure’s Ascent: More Than a Trend

Athleisure has gone from a trend to a staple, with sales soaring during and after the pandemic. We’re talking about clothes that fit seamlessly into every part of life—from your workout session to a casual meetup. The global athleisure market is booming, driven by a younger population more invested in fitness, health, and flexible attire. Brands like Lululemon, reporting record sales even during lockdown, showed just how powerful this market has become.

People want clothing that feels as good on the body as it looks to others. In a world where physical and mental wellness have become central to lifestyle choices, the demand for athleisure, loungewear, and everything in between is only going to grow. In the Middle East, where fitness and well-being are increasingly valued, this opens up a whole new dimension for brands looking to capitalize on health-focused trends.

5. Self-Expression: Breaking Free from Uniformity

Finally, there’s an undeniable hunger for self-expression. People want to wear clothes that tell a story, reflect their personality, and break away from the monotonous. While traditional dress codes once created a certain uniformity, the new generation is all about expressing individuality through fashion. This shift represents more than a change in style—it’s a movement toward authenticity and embracing one’s unique identity.

Brands that tap into this by creating customizable, unique, or limited-edition pieces find favor with consumers looking to stand out. With comfort and individuality at the forefront, fashion is no longer just about what’s in style but about what resonates with each person.

Celebrating Diversity and Representation in Fashion

Fashion is no longer just about fitting into a pre-set standard; it’s about brands adapting to the needs and individuality of their audience.

For years, mainstream fashion overlooked the nuances of diversity, particularly when it came to underrepresented ethnicities and unique body types. But today, we’re witnessing a significant shift. In a world powered by media and social sharing, fashion is becoming a platform where all voices—especially those long sidelined—can now find expression. The industry is evolving to better reflect the diversity of its audience, from adopting color palettes that complement a broader range of skin tones to designing cuts and fits that honor South Asian and other underrepresented body types.

For many, this shift is deeply personal. Inclusive fashion means people from all backgrounds can see themselves represented—and that representation empowers self-expression. It’s no longer about fitting into a pre-set standard; it’s about brands adapting to the needs and individuality of their audience. Particularly for communities that rarely saw themselves in fashion’s spotlight, this shift offers a newfound sense of belonging and validation.

With more people from these backgrounds entering the fashion ecosystem, the industry itself grows richer, more vibrant, and culturally attuned. This isn’t just a style change; it’s a reshaping of narratives, breaking down outdated beauty standards and welcoming a broader definition of beauty and identity. As brands lean into this inclusive approach, they connect with consumers in a more authentic, meaningful way—fostering loyalty and opening the door to a world of creative possibilities.

Embracing Local Culture with a Global Appeal

The Middle East offers something truly unique—a convergence of cultures, histories, and identities from across the world, all coexisting in harmony. While this might seem similar to the melting pots of the West, such as America or Europe, the dynamics here are fundamentally different. In the West, immigration often requires assimilation into existing cultural norms. Immigrants, while influencing culture, remain minorities and seldom steer the dominant narrative.

The Middle East, however, has mastered a delicate balance. Imported cultures coexist alongside local traditions without one displacing the other. This region allows for a vibrant amalgamation of "live cultures," where diversity isn’t just acknowledged but celebrated in everyday life. You might find a burqa-clad woman and someone sporting beachwear in the same frame, embodying an unspoken respect for coexistence. This unique ecosystem is both a challenge and an opportunity for brands.

The Challenge of Targeting a Multi-Faceted Demographic

For fashion and lifestyle brands, capturing the essence of the Middle East means answering a crucial question: who exactly are you designing for? Unlike other regions, where trends and consumer personas can be relatively uniform, the Middle East defies categorization. From affluent Gen Z consumers scrolling TikTok for style inspiration to families embracing traditional attire, the diversity is striking. This fluidity in consumer preferences makes pinpointing a singular target audience nearly impossible.

Yet, it’s this very challenge that has given rise to some of the most innovative branding strategies. Successful brands in the region understand the importance of flexibility, cultural sensitivity, and storytelling. They embrace this diversity not as a complication but as a chance to create products and campaigns that resonate across these layered identities.

Localization as a Key to Resonance

Localization isn’t just about translating labels or adapting advertising campaigns. It’s about immersing the brand in the culture and understanding the region from the grassroots up. The Middle East's consumers demand authenticity. They value products and stories that are rooted in real experiences, not just surface-level adaptations.

Take the example of brands that seamlessly integrate local cultural elements into their products. Rather than superficially highlighting "modesty" as a trend, they dig deeper. They collaborate with local artisans, engage in meaningful partnerships, and respect the cultural nuances that shape the region’s preferences. This approach is far more enduring and impactful than attempting to retrofit Western designs with a token nod to Middle Eastern aesthetics.

Storytelling Beyond Modesty: Tapping Into Grassroots Narratives

While the global perception of Middle Eastern fashion often centers on modesty, this is far from the full picture. Yes, modest fashion holds cultural significance, but there’s a deeper well of narratives that brands can explore—narratives that speak to the resilience, ambition, and ingenuity of the region’s residents. The Middle East is actively building its future, and within its communities are stories of perseverance and creativity waiting to be told.

These grassroots stories provide an unparalleled opportunity for brands to connect with their audience on a human level. Whether it’s the entrepreneurial spirit of small business owners, the ambitions of young creatives, or the intersection of tradition and innovation, these tales breathe life into brands. Authenticity isn’t about just checking cultural boxes—it’s about genuinely understanding and reflecting the aspirations of the people.

The Intersection of Traditional and Contemporary Styles

One of the most striking aspects of the Middle East’s fashion landscape is its ability to marry the traditional with the modern. From high-end abayas incorporating cutting-edge fabrics to sneakers inspired by regional heritage, the region thrives at the crossroads of old and new.

For brands, this intersection offers a playground of possibilities. It allows them to innovate, drawing from centuries-old traditions while making products relevant to today’s digitally savvy consumers. This balance of cultural respect and contemporary style ensures that brands resonate with both local and global audiences.

Building for the Future

The Middle East is not just preserving its heritage—it’s actively shaping its future. Brands that align with this forward-looking mindset, crafting products that cater to both tradition and innovation, will find themselves thriving in this dynamic region. The secret lies in recognizing that the Middle East isn’t just a market; it’s a mosaic of stories, cultures, and ambitions.

Fashion here isn’t just about clothing; it’s a medium for identity, self-expression, and connection. Brands that can tap into these deeper layers, moving beyond surface-level adaptations, have the chance to create something truly meaningful—not just for the region, but for the world.

Strategies for Thriving in the Middle Eastern Market

1. Starting with the Creator’s Vision

As a creator, I believe every brand’s journey begins with a personal story. My experiences—shaped by living my entire life in this region—offer me a perspective deeply rooted in locality, tradition, and the realities of everyday life here. In many ways, I am my ideal market, someone who intimately understands the values, aspirations, and challenges of the Middle East.

However, no one creator can tell all the stories. Product development must be a democratic process that brings in the voices of the people it serves. This is where diversity in designers becomes critical. By involving creators and collaborators with varied experiences, backgrounds, and insights, we can craft branding and products that resonate authentically and stand the test of time.

2. Crafting a Brand Strategy with Artisans and Influencers

Reaching your target audience in today’s digital world is no small feat. While social media provides a global platform, it’s also becoming increasingly restrictive and saturated. The challenge lies in breaking through the noise. Influencers, once the primary gateway to visibility, now face audience fatigue. The supply of influencers has outpaced the demand, making it essential to identify the right artisans, thought leaders, and collaborators.

A strong brand strategy should be built on partnerships that allow these individuals to remain true to themselves while aligning seamlessly with your brand’s ethos. This involves:

• Defining Your Brand DNA: Establishing a clear identity that acts as the foundation for collaborations.
• Developing a Collaboration Framework: A system that ensures artisans and influencers understand your brand values and can incorporate their unique flair without diluting your vision.
• Maintaining Authenticity: Giving collaborators creative freedom while staying consistent in your messaging across multiple channels.

The reality of modern marketing is that brands must now navigate an ecosystem of independent voices, from influencers to user-generated content. To thrive, your strategy must embrace this complexity while staying grounded in your brand’s core story.

3. The Art of Responsible Consumerism

In a conversation that stuck with me, Ben Affleck recently differentiated mastery from artistry. Mastery is knowing how to do something; artistry is knowing when to stop. This principle applies perfectly to product development in today’s consumer-driven world.

Brands need to recognize their limits—not just in terms of production capacity but also in their environmental and social impact. Excessive consumerism has led to a cycle of overproduction and waste, damaging both the planet and our collective psyche. Building a brand isn’t just about profit—it’s about principles. Are you willing to leave money on the table to stay true to your values?

This doesn’t mean sacrificing business viability. Smaller inventories reduce working capital requirements, enabling greater experimentation and agility. By being transparent about these choices, brands can foster trust with their customers. This transparency, far from being a weakness, can become a core strength that differentiates your brand in a crowded market.

4. Building Grassroots Visibility Before Going Big

Let me be controversial here: launching massive social media campaigns with hundreds of influencers and allocating enormous budgets to unproven brands is often an unwise approach. The market is saturated with dropshipped businesses and hollow brands with large margins but no soul. Instead, I believe in starting from the ground up.

Grassroots campaigns are about putting the customer first—building trust within communities before scaling digitally.

Grassroots campaigns are about putting the customer first. They focus on building relationships and trust within communities before scaling digitally. Here’s how to do it effectively:

• Ambassador Programs: Engage with people who are already part of your target community to represent and champion your brand authentically.
• Pop-Ups and Fairs: Create physical experiences where people can interact with your brand, understand its story, and connect on a human level.
• Building Local Credentials: Establish your presence in communities before relying heavily on online channels.

Visibility is the goal, but visibility rooted in real connections and experiences. Before customers even see your product online, they should feel like they’ve already interacted with your brand through a memorable experience.

Building a Sustainable and Scalable Brand

As creators, we often dream of building something that outlasts us—something impactful, memorable, and meaningful. But the question that haunts most brands is this: how do you grow without losing your essence? How do you scale without compromising your identity? In today’s hyper-competitive and ever-evolving market, these questions are not just relevant—they are essential.

Defining What Your Brand Truly Stands For

Every brand needs a purpose, a guiding principle that anchors it through the chaos of trends and market shifts. This isn’t just a marketing exercise; it’s the foundation of every decision you make. What is it that your brand stands for? What impact do you want to leave behind?

For me, the answer lies in values. A brand built with integrity and a clear mission will naturally attract people who resonate with it. However, balancing profit and principles is where the challenge lies. Are you willing to sacrifice short-term gains for long-term loyalty? For example, choosing sustainable materials or producing smaller batches may eat into your margins, but these decisions can build trust and create a sense of authenticity that no marketing campaign can replicate.

Innovation as a Pillar of Growth

Sustainability isn’t just about materials—it’s about mindset. Brands that succeed are the ones that innovate, experiment, and aren’t afraid to fail. Whether it’s through cutting-edge design, unconventional marketing campaigns, or using technology to enhance the customer experience, innovation ensures that your brand remains fresh and relevant.

Technology, in particular, is a game-changer. Data analytics can help you understand your customers better than ever before, while tools like AR/VR can elevate how they interact with your products. But innovation doesn’t always need to be flashy; sometimes, it’s as simple as finding new ways to repurpose existing resources or exploring untapped customer segments.

Building Systems for Scale

Scaling is about more than just selling more products—it’s about creating systems that ensure your brand can grow without losing its identity. One of the most important elements of scaling with integrity is consistency. Whether you’re selling in a local pop-up shop or shipping products internationally, your brand’s voice, quality, and values should remain unmistakable.

A key part of scaling is listening. Customer feedback is invaluable, especially in the Middle East, where consumer preferences are evolving rapidly. Create systems that allow for a feedback loop—whether it’s through social media, surveys, or direct conversations—and use that input to refine your offerings. The more you adapt to your audience, the more connected they will feel to your brand.

Leaving a Legacy

Ultimately, the most successful brands don’t just sell products; they leave behind stories, connections, and impact.

Ultimately, the most successful brands don’t just sell products; they leave behind stories, connections, and impact. In the Middle East, where heritage and legacy carry immense cultural weight, this holds even more significance. Building a legacy isn’t about being the loudest in the market; it’s about being the most meaningful.

To leave a legacy, brands need to think beyond their bottom line. How are you contributing to the community? Are you creating jobs, fostering creativity, or supporting sustainability? Every decision matters when you’re building for the long term. Your legacy will be defined not just by the products you make, but by the lives you touch.

Timeless brands are built on timeless stories. The Middle East, with its rich culture, diversity, and ambition, offers a treasure trove of narratives waiting to be told. If you can tap into these stories with authenticity and respect, your brand won’t just scale—it will endure.

Afnan Tayyab is a Middle East-based entrepreneur and IESE MBA graduate with a passion for storytelling and brand building. He’s currently launching a lifestyle brand that celebrates authenticity and cultural heritage.