In a world where everything looks expensive, what feels real truly stands out, writes Oui’s Rémy Abouchakra
In 2025, luxury has never looked better.
But in the pursuit of perfection, many luxury brands have sacrificed emotion, tension and truth. And the audience can feel it. Campaigns are cinematic. Renders are hyperreal. Voiceovers are velvet smooth.
Every frame whispers ‘wealth’ – yet so much of it leaves us cold.
We’ve mastered beauty, but somewhere along the way, we’ve forgotten how to make people feel.
The Dubai paradox: Flawless; forgettable
In markets such as Dubai, where the pace of launches is relent
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