Jumeirah Partners with Bouguessa to Launch Heritage-Inspired Capsule Collection Reflecting Dubai’s Coastal Legacy

Where Arabian craftsmanship meets modern coastal design

Jumeirah, a global hospitality brand under Dubai Holding, has unveiled the Jumeirah Heritage Club, a capsule collection created in collaboration with the Dubai-based fashion house Bouguessa.

Merging Bouguessa’s minimalist design philosophy with Jumeirah’s enduring aesthetic, the limited-edition collection pays homage to coastal life and nostalgia through modern craftsmanship. Each piece reflects textures, tones, and silhouettes inspired by Dubai’s original shoreline, the birthplace of Jumeirah’s legacy in Arabian hospitality.

The unisex capsule includes a range of jumpers, T-shirts, and caps designed with clean lines and contemporary appeal. A minimalist logo runs throughout the collection, with selected items featuring the Burj Al Arab Jumeirah, a global icon that has shaped luxury hospitality for over twenty-five years.

Faiza Bouguessa, Founder and Creative Director of Bouguessa, said, “Jumeirah has always represented the heart of Dubai, a place that evokes emotion, memory, and a distinct sense of belonging. From the beginning, our conversations centred on capturing that quiet elegance and translating it into pieces that feel both modern and familiar. Inspired by the textures and rhythm of coastal Dubai, the collection reinterprets its effortless sophistication through Bouguessa’s minimalist lens, blending simplicity and structure with a sense of nostalgia that bridges past and present.”

Michael Grieve, Chief Brand Officer of Jumeirah, commented, “Jumeirah Heritage Club is a timeless tribute to our origins along Dubai’s coast and the refinement in our brand’s continued evolution. Luxury hospitality and fashion share a common clientele, both of whom are looking for emotional connection through design, storytelling and experience. The connection between these two worlds is defining a new era of experiential luxury, blending creativity, craftsmanship and care to deliver meaningful moments. That spirit defines Jumeirah. It is where worlds meet, a majlis of global culture, conversation and connection.”

The Jumeirah Heritage Club underscores the brand’s focus on purposeful design, cultural relevance, and strategic partnerships. The collection will be available to pre-order exclusively on Bouguessa.com from November 6, 2025, with worldwide shipping.