Jumeirah has partnered with Dubai-based fashion house Bouguessa to launch the Jumeirah Heritage Club, a limited-edition capsule collection that fuses the brand’s coastal heritage with contemporary design, marking its bold entry into the world of fashion and lifestyle.
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GLOLuxury hospitality brand Jumeirah, part of Dubai Holding, has entered the world of fashion with the debut of the Jumeirah Heritage Club — a refined capsule collection created in collaboration with acclaimed Dubai-based fashion house Bouguessa.
The limited-edition collection celebrates Jumeirah’s coastal heritage, blending Arabian craftsmanship, minimalist design, and modern luxury. It marks a new chapter in Jumeirah’s brand evolution — from iconic hotels and resorts to a broader lifestyle identity rooted in design and storytelling.
A Design Language Inspired by Dubai’s Coastline
The unisex capsule collection features a series of elevated essentials — from crisp T-shirts and relaxed jumpers to sleek caps — all defined by clean silhouettes, understated detailing, and soft, sun-washed tones inspired by Dubai’s original shoreline.
Textures and hues evoke the tranquil rhythm of the sea and sand, with subtle nods to Jumeirah’s architecture, including the iconic Burj Al Arab motif. Bouguessa’s signature tailoring brings structure and fluidity together, resulting in a collection that feels both contemporary and timeless.
Bouguessa’s founder and creative director, Faiza Bouguessa, describes the collaboration as “a meeting of two worlds — where quiet elegance meets cultural depth.” The pieces reflect the effortless sophistication and coastal ease synonymous with Jumeirah’s DNA.
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Image: Jumeira
A New Expression of Hospitality and Style
The Jumeirah Heritage Club is more than a capsule collection — it’s a bridge between hospitality and fashion, offering guests and fans a new way to engage with the brand. Each piece tells a story of place, memory, and belonging, allowing wearers to carry a piece of Jumeirah’s legacy wherever they go.
Michael Grieve, Jumeirah’s Chief Brand Officer, describes the initiative as “a timeless tribute to Jumeirah’s origins, designed for the modern global traveller who values authenticity, craftsmanship, and understated luxury.”
Luxury Beyond the Hotel
The launch reflects a growing global trend where hospitality brands expand into lifestyle and design, translating their aesthetic sensibilities into wearable experiences. Through this collaboration, Jumeirah strengthens its identity as a cultural curator — not just a hotel brand, but a creator of lifestyle moments that transcend travel.
The Jumeirah Heritage Club collection will be available for exclusive pre-order on Bouguessa.com, offering limited-edition pieces that merge the spirit of the Arabian Gulf with contemporary design.
Key Takeaways
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Jumeirah’s first fashion venture, created with Bouguessa, merges hospitality heritage with minimalist couture.
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Inspired by Dubai’s coastal identity, the collection reflects Jumeirah’s brand story through colour, texture, and design.
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The collaboration marks Jumeirah’s strategic shift into lifestyle and experiential luxury, extending its brand beyond hotels.
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Limited-edition capsule available for pre-order globally via Bouguessa’s online store.
Source: Jumeira
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