Rasha Abushamaa
Strategic Content Leader, UAE
Rasha Abushamaa is a content strategist with over 20 years of experience leading content and SEO across MENA’s top digital brands. She has driven content transformation at platforms like Mumzworld and Property Finder through audience-first strategies, localization, and full-funnel content design. Her expertise spans web, social media, communities, CRM, and branded content; crafting cohesive narratives across channels. Rasha is known for blending editorial insight with data and user behavior to build scalable, high-impact content ecosystems.
3. How can governments in the region encourage sustainable fashion practices through policy, incentives, and consumer awareness campaigns?
Governments in the Middle East are in a pivotal position to redefine sustainable fashion, shifting it from a niche to a norm. Their influence extends far beyond policymaking; they possess the power to inspire systemic change through strategic frameworks, tangible incentives, and meaningful public engagement.
Across the region, governments have already laid promising groundwork; Saudi Arabia’s Fashion Commission has released the State of Fashion Report 2024, emphasizing sustainability as a key pillar of national transformation under Vision 2030. It promotes local production, artisan empowerment, and circular business models, tying fashion directly to economic diversification. The UAE, meanwhile, integrates sustainability into broader frameworks, such as Net Zero 2050 and the Green Economy strategy, with retail applications including eco-labeling, bans on single-use plastics (which impact packaging), and ESG compliance for malls and fashion retailers.
However, the change requires more than just policies; it necessitates access to enabling resources and action. Funds like the UAE’s Altérra ($30B climate fund launched at COP28) open the door for fashion startups to pitch projects that reduce emissions and waste. Incubators in Riyadh’s KAFD and Dubai’s DIFC already support fashion tech ventures. Meanwhile, tax reforms and streamlined customs for sustainable materials and recommerce platforms are being actively explored.
On the cultural front, governments are making bold moves to shift consumer mindsets. Campaigns like “Clean UAE,” UAE Sustainable Fashion Week, and Saudi Arabia’s “Made in KSA” initiatives are reframing sustainability as both patriotic and aspirational. The integration of heritage craftsmanship in events like Riyadh Season also links sustainability with pride in cultural identity.
To amplify impact, messaging should extend beyond awareness and into values, tying sustainability to regional principles such as balance, modesty, and stewardship. With coordinated policy, financial tools, and cultural storytelling, governments can turn sustainable fashion from a trend into a regional advantage.
2. How are secondhand markets and sustainable fashion startups emerging in the Middle East, and what support do they need to scale?
The secondhand fashion market in the Middle East has evolved from taboo to trendy; for instance, twenty years ago, finding a secondhand store in Dubai felt like searching for a needle in a haystack. Fast forward to today, the GCC’s secondhand apparel market is projected to reach USD 1.3 billion by 2025 and exceed USD 4 billion by 2035, growing at a 11.6% CAGR (FMI, 2025), which indicates a shift in the market and mindset rather than a trend.
Startups like The Luxury Closet, Thrift for Good, and Amused in the region are reshaping the perception of secondhand goods. These businesses are driven by technology and powered by trust. From AI-based authentication to seamless peer-to-peer selling, they’re building user confidence and shaping consumer behavior. Their growth of 25% YoY in vintage fashion and 50% retention signals a strong market fit (Vogue Arabia, 2024).
However, scale requires more than demand; these startups need access to capital, mentorship, and enabling policies. Governments can create accelerators tailored to sustainable retail, offer microgrants for green logistics, and simplify licensing processes. Public institutions can also lead by example, sourcing uniforms, event merchandise, and gifts through local circular fashion brands.
More broadly, normalizing secondhand shopping through media partnerships, influencer campaigns, and educational outreach can help embed this practice into the region’s cultural fabric. It’s not just about resale; it’s about rewriting what fashion means to the next generation and how sustainability can be integrated into the equation.
1.How can the Middle East fashion sector balance rapid growth with sustainable practices, particularly in luxury and fast fashion?
The Middle East’s fashion sector is booming; from government-backed ambitions, such as Saudi Arabia’s Vision 2030, to surging regional luxury sales, fashion is being recognized as a serious economic engine. Saudi Arabia alone expects the industry to contribute around 2.6% to its GDP by 2030, generating over 340,000 jobs and increasing from $32 billion in 2024 to $40 billion by 2029 (Vogue Business). At the same time, luxury sales in the GCC increased by 6% in 2024, despite global sales declining by 2% (Reuters, Fashion Network).
However, with rapid growth comes a responsibility to act sustainably and strategically. Fashion accounts for nearly 10% of global CO₂ emissions— more than aviation and shipping combined —with 70% of these emissions stemming from raw material production and processing (UNFCCC, 2025). The Middle East, as a significant importer of fashion, has a unique opportunity to reshape this footprint.
We’re already seeing action; in the UAE and KSA, government momentum is strong. The UAE’s Year of Sustainability and COP28 spotlighted fashion’s footprint, while local brands like The Giving Movement, Pearla, Abadia, and Bambah are redefining what “homegrown luxury” means, with sustainability and value embedded in their identity, not just marketing.
To balance growth with sustainability, brands must invest in circular models (fashion resale and rental initiatives), localize supply chains, and innovate in climate-resilient materials. Desert-grown cotton and lab-grown leather aren’t just buzzwords; they’re practical innovations that could thrive in this region. Equally important is the shift in consumer demand; Gen Z and millennials in the region are increasingly seeking transparency, cultural relevance, and ethical practices.
This is no longer about trends; it’s about transformation. By aligning with governments' visions and embedding sustainability into design, sourcing, and storytelling, Middle Eastern fashion can move from follower to frontrunner.
Growth isn’t the enemy of sustainability. With the right intention and action, it becomes its greatest ally.