Welcome Reader to the very first edition of the FashionTech Middle East newsletter. When we started FTME, our mission was simple: bring together the worlds of fashion and emerging technology, and shine a light on how this intersection is reshaping our industry.
From designers and retailers to students and entrepreneurs, we’ve met so many of you who share this curiosity, yet often tell us the same thing: no one is really talking about it here. This newsletter is our way of changing that. Each month we’ll share global FashionTech insights, regional highlights, startups to watch, and updates from our own journey.
Global Trend to Watch: Smart Glasses
Smart glasses are back in a big way. This summer saw Google invest $100M into Gentle Monster and Meta take a $3.5B stake in EssilorLuxottica (Ray-Ban, Oakley), signalling that fashion and tech are finally aligned on both style and substance.
Meta also unveiled its latest Ray-Ban Display glasses, featuring a discreet in-lens screen, AI assistant, and gesture-based controls. Alongside the upgraded Ray-Ban Gen-2, which has already sold over 2 million units, it’s clear that consumer demand is heating up.
For fashion, the opportunities are endless: from in-lens shopping and virtual try-ons to smarter clienteling on the retail floor.
In our deep-dive article, we explain why the Middle East is uniquely positioned to lead this retail revolution.
Regional Spotlight: Saudi Ambition & Middle Eastern Innovation
Princess Noura & Jay3lle
Earlier this month, The Business of Fashion reported that Princess Noura bint Faisal Al Saud has been appointed CEO of contemporary luxury brand Jay3lle, founded by Johan and Blue Lindeberg. Alongside her appointment, the brand has relocated its base to Saudi Arabia, backed by Golf Saudi as lead investor.
This move is about more than leadership, it signals the growing importance of the Middle Eastern market for global fashion. With Princess Noura’s vision, rooted in her work on Saudi Arabia’s national fashion strategy and the founding of Culture House, Jay3lle is positioning itself at the intersection of fashion, culture, sport, and hospitality.
At FTME, we see this as part of a larger trend:
- The Kingdom’s creative sector is becoming a global magnet for fashion houses and talent.
- Middle Eastern consumers are shaping the future of luxury through tech adoption, cultural influence, and purchasing power.
Saudi Arabia’s fashion strategy is actively creating a supportive ecosystem for global brands to grow locally while thinking internationally.
Amouage Joins Aura Blockchain
Another major regional milestone: Amouage, the iconic High Perfumery House from Oman, became the first beauty brand globally to roll out Digital Product Passports (DPPs) and the first Middle Eastern brand to join the Aura Blockchain Consortium.
- All new Amouage creations will include DPPs
- Over 3 million existing products are being retroactively registered on Aura’s private blockchain
We’ve been advocating for broader DPP adoption across the region, and it’s exciting to see this iconic regional brand leading the charge.
Startup to Know: Immersifi
Immersifi, founded by Katerina Ali, is a clienteling and loyalty platform that helps brands recognise customers in real-time and personalise every interaction.
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After launching with its first client in Jamaica, the company is now eyeing the GCC as a natural next step, with its CTO based in Dubai.
Fun fact: memberships are issued as NFTs, giving customers ownership of their own data.
Listen Back: ReWire Fashion Podcast
If you haven’t yet, catch our recent Rewire Fashion podcast episode. We explore how emerging technologies are rewriting the playbook for fashion, from AI-driven design to new forms of consumer engagement.
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FTME Updates: Building Momentum
2025 has been a big year for us so far:
- April: We hosted our first educational event at the FAD Institute of Luxury Fashion and Style in Dubai, focused on how emerging technologies like AI and blockchain are creating new opportunities in fashion.
- May: We were honoured to serve as jury members for the Vogue Singapore x Brinc Innovation Prize, where some of the world’s most innovative FashionTech startups pitched their ideas.
- June: We attended VivaTech in Paris, one of Europe’s leading gatherings for technology and innovation.
- September: We attended the Luxury Innovation Summit in Geneva, an event that brings together European leaders across luxury fashion, watches, and other verticals, with in-depth discussions around tech innovations and their impact on the industry. Keep an eye out for our reflection videos that we’ll be sharing on socials over the next few weeks.
Coming Up Next Month
October is shaping up to be a big one for FashionTech:
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- Riyadh Fashion Week (16-21 October): A major showcase of Saudi’s design talent and digital ambition. More info
- Next in Vogue (Singapore): Vogue Singapore’s awards celebrating the future of fashion, with innovation at the heart. More info
We’ll be attending both and can’t wait to bring you insights from the ground.
In Case You Missed It
Catch up on our latest articles:
AI Search & E-Commerce: How to Make Your Ad Spend Work Smarter, Not Harder
Read it here →
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DPP Part 1: Why Middle Eastern Fashion Brands Can't Afford to Ignore the EU's Digital Product Passport (DPP)
Read it here →
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DPP Part 2: DPP Uncertainties: A Survival Guide for MENA Fashion SMEs
Read it here →
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Closing Thoughts
If you enjoyed this newsletter, please share it with anyone in your network who might be interested in how technology is reshaping fashion in the Middle East and beyond.
Follow us on LinkedIn and Instagram to stay updated… and if you’re building something exciting in FashionTech, we’d love to hear from you.
Until next month,
Karin & Liya
Co-Founders, FashionTech Middle East
