The luxury industry has evolved from being just a glamorous lifestyle, and has evolved into deeper experiences in which culture, localisation and intimate offerings are a make or break for brands. In light of this, Harrods is extending their partnership with Fashion Trust Arabia (FTA) in which MENA designers will be platformed through in-store displays with activations that will support customer journeys.
“At Harrods, we view our buying strategy not merely as product curation but as cultural storytelling. Our continued collaboration with Fashion Trust Arabia stems from a shared belief in the power of emerging talent to redefine global luxury,” says Simon Longland, Director of Buying – Fashion at Harrods.
This partnership reflects a growing trend in retail where authentic representation and strategic localisation intersect. As customers seek out designs that speak to identity, heritage and nuance, brands are responding by broadening their sourcing lens to reflect a wider cultural spectrum – and rethinking what luxury looks and feels like.
As shared previously to CampaignME, Pauline Rady, Regional Managing Director – Client Lead at WPP Media MENA, said, “Today’s luxury customers throughout the region have a complex form of cultural identity, social aspiration, and personal satisfaction.”
Sharing the sentiment, Longland adds, “In an industry where similarity is not uncommon, cultural authenticity is what differentiates and defines. The FTA designers bring forward a unique design language rooted in their heritage. What makes this collaboration especially powerful is that it doesn’t dilute those identities to fit into a mould – it celebrates them. At Harrods, we recognise that today’s luxury consumer is curious, informed, and global; regional representation is not only welcome, it’s essential.”
From July 2025 onwards, Harrods will become home to the collections of four newly crowned FTA Prize winners. This partnership speaks to a larger industry trend in which, brands like Harrods are uplifting creative voices whilst creating e-commerce storytelling activations.
Longland explains that their goal is twofold: they are aiming to create meaningful moments of discovery through storytelling, pairing localised narratives with luxury retail experiences. Collectively this will support commercial opportunities for the designers and a cultural, localised experience for consumers.
In addition to retail support, Harrods will play an active role in FTA’s mentorship programme. Clemmie Harris, Head of Buying – Contemporary, Sport & Essentials at Harrods, will lead a specialist session titled “Product Merchandising – Building a Range Plan”, offering strategic insights into assortment curation and commercial storytelling.
This partnership isn’t just uplifting new talent, it’s setting a benchmark for what the next era of luxury looks like: personal, rooted, and culturally resonant.
