DUBAI — Jil Sander has planted its minimalist flag in Dubai’s maximalist luxury retail landscape, opening a flagship boutique at Mall of the Emirates.
“We are proud to introduce the brand’s modern take on luxury and look forward to meeting the dreams of the Middle East customer,” Renzo Rosso, founder and chairman of the brand’s parent company OTB Group, told WWD.
The opening is not just another pin on the global retail map. but a calculated expansion that kicks off an ambitious multi-year plan across the Middle East, leveraging a strategic joint venture signed last year with Chalhoub Group.
“The Middle East is a very interesting market for us. It has a positive growing trajectory and consumers’ preferences are very aligned with what our brands can offer and their unique DNA,” said the fashion maverick, who founded Diesel and went on to build a fashion empire in OTB Group with his combination of punk sensibility and luxury savvy.
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For Rosso, who acquired the brand in 2021, Jil Sander is “one of the highest brands in the fashion industry and the pinnacle of our portfolio,” which includes Maison Margiela, Marni and Viktor & Rolf, he said.
“Jil Sander is so distinctive that its design, the exceptional quality of the garments, the craftsmanship, and the fabrics can be recognized even without seeing the logo. It represents modernity and sophistication, design, and purity,” he continued.
The expansion comes at a pivotal moment for Jil Sander, with the appointment of new creative director Simone Bellotti last month. Rosso said OTB is “investing a lot in this brand,” and expressed confidence in the new leadership. “The recent decisions we have made, with the new CEO Serge Brunschwig and most recently creative director Simone Bellotti on board, are in line with the vision I have for the future of this brand, which has incredible potential.
“Simone has started this new journey with wide experience and distinctive talent. We have shared the strategic vision and mission of Jil Sander, the values of innovation and sophistication that set it apart and make it an iconic and unique brand in the world. I am very satisfied with this choice and excited to see what Simone will do,” he said, also revealing that Niccolò Pasqualetti has joined the creative team under Bellotti’s direction, leading womenswear.
Rosso said growing the retail presence in the region allows the brand to speak more directly to customers. “The aim of our strategic joint venture agreement with Chalhoub Group is to significantly expand the direct presence of OTB’s luxury brands in the Middle East as part of our strategy to better control our distribution and offer more experiences to our customers,” Rosso said.
The Middle East retail push comes after years of testing the waters through OTB’s flagship brand, Diesel. “We were already present in the region for many years with Diesel and we saw the potential of this market first-hand,” Rosso explained. “Everything is very attractive here for luxury brands—there are positive vibes, government investments in retail and tourism, and people look for luxury experiences, exclusive collections and customized lifestyle moments.”
To celebrate the opening, a limited-edition Goji bag in an exclusive eggshell color is available only at the Mall of the Emirates location.
