Left: Dina Sami interacts with the public at the ALDO Artist Series launch in Dubai Mall. Apparel Group, a global leading lifestyle and retail conglomerate, has launched the ALDO Artist Series, an exclusive capsule collection available in select stores this August.
The collaboration is the latest in a string of brand–artist tie-ups aimed at giving mass retail a veneer of cultural relevance. The 16-piece collection is curated in collaboration with four visionary artists from around the world, each bringing a unique perspective to ALDO’s styles.
Apparel Group tells Campaign Middle East that ALDO created the series to celebrate creativity, individuality, and self-expression through art. In terms of consumer sentiment, the brand wanted to offer consumers more than just fashion: style that tells a story.
Ultimately, the collection aims to bring something ‘fresh and playful’ to its casual-wear line, in a way that’s meaningful and ‘culture-forward’ to further connect with their customers.
“At Apparel Group, we are passionate about fostering innovation and creativity across our brand portfolio,” said Neeraj Teckchandani, CEO of Apparel Group. “The ALDO Artist Series is a testament to our commitment to offering customers more than just fashion, it’s about bringing culture, art, and individuality into every retail experience.”
To launch the Artist Series in Dubai, ALDO and Apparel Group have launched a campaign built around the tagline: ‘Designed by artists, worn by you.’ The brand is further connecting with consumers through visual storytelling, a collection lookbook, dedicated store visual merchandising, and a gift-with-purchase (GWP) featuring Artist Series stickers under this umbrella.
Furthermore, the brand also hosted a meet and greet session at the ALDO Dubai Mall store with former advertising executive turned artist Dina Sami.
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“Working in advertising was my foundation with equal parts strategy and storytelling. It taught me how brands think, how valuable stories are, and how people connect with them,” Sami tells Campaign Middle East.
Sami is one of four artists who collaborated with ALDO to launch the collection.
“When ALDO selected me as one of only four artists worldwide to design a limited-edition collection, it was such an honor to bring a Dubai touch to a global stage,” she adds. “The wild part? I used to be the one pitching artists to brands, so having that script flipped has been surreal and incredibly rewarding. And seeing my name in stores around the world … that’s the icing on the cake.”
Adding to this, Apparel Group says choosing Sami as an artist for the collection came as result of her connection to the region. The brand says her art is inspired by the people, places, and everyday moments of life in Dubai, where she grew up.
Echoing this, Sami says: “I wanted each piece to feel like a little postcard from Dubai, vibrant, nostalgic, and rooted in culture but still universal enough to live anywhere in the world.”
The launch was strategically timed to coincide with the region’s back-to-school season. As a result, the target demographic for the line is 18–35-year-olds – a generation that Apparel Group considers to value creativity, individuality, and meaningful self-expression.
In terms of the launch’s results, Apparel Group and Sami agree the collection has been immensely successful in the region. “The response has been overwhelming in the best way,” Sami says.
“Seeing people not just wear the line but also celebrate it on social media has been incredible. I keep spotting the collection everywhere from global storefronts to influencers putting their own spin on the pieces, to features in the press.”
“It’s surreal to see it live in so many different spaces at once,” she adds. “What I love most is how it’s living both online and offline: on someone’s feed in New York, on a shelf in Beverly Hills, in a storefront in Toronto, or simply walking down the street in Dubai. That mix of digital buzz and real-world visibility has been the most surreal part.”
Other feature artists in the collection include New York’s Timothy Goodman, Mumbai’s Hyperthalamuscorp, and Montreal’s Whatisadam.
The ALDO Artist Series is available in select ALDO stores. To celebrate the new collection, customers can enjoy 20% off with promo code ALDO20, valid both in-store and online until August 30, 2025.
