US-based luxury vegan silk brand niLuu has expanded its presence in the Middle East, launching in Saudi Arabia and Qatar for the first time and arriving at a new outlet in the UAE.

niLuu first launched in the UAE in 2023, making its debut at Atlantis, the Palm Jumeirah, and Galeries Lafayette in Downtown Dubai. Now, the brand has arrived at Dubai concept store The Edit, along with Rubaiyat Saudi Arabia in Riyadh and Jeddah.

Customers can also find niLuu products at Harvey Nichols Doha in Qatar and a temporary pop-up at Westerly Boutique in Riyadh, which will run from February 1 until May 31. Additionally, shipping is now available across the Middle East from the brand’s online store.

“The GCC market is very similar to Miami, with a comparable audience who appreciates high-quality, well-made clothing and stylish pieces suited to warm climates,” said Turkish-born Nilufer Bracco, the founder of niLuu. “Since launching in the UAE two years ago, we have received incredible interest and support, which has allowed us to expand further across the GCC.

“We are proud to serve a conscientious and thoughtful clientele in the region, where there is a genuine interest and appetite for luxury wear with a socially and environmentally ethical production process. I am excited for the future and the potential the Middle East holds for niLuu.”

“Challenging the boundaries of luxury fashion”

niLuu offers a range of vegan silk garments for women and men, including resort wear pieces, loungewear, and sleepwear. Made from Cupro, a biodegradable yarn produced in Japan, the clothing is PETA-approved and sustainable. niLuu also uses ECOVERO™ fibers, which are certified by the EU Ecolabel and reportedly reduce water usage and carbon emissions by 50% compared to conventional viscose.

The garments are created by female-owned atelier Serra Serra in Turkey, providing local women with employment and fair wages.

“Today’s consumers are asking more from the brands that they buy, and I set out to create timeless pieces that make the wearer feel beautiful while contributing to a better world,” said Bracco. “Our vegan silk is just one way we are challenging the boundaries of luxury fashion and meeting the growing demand for luxury loungewear that doesn’t come at the planet’s expense.”