The cost of looking expensive
In 2025, luxury has never looked better.
But in the pursuit of perfection, many luxury brands have sacrificed emotion, tension and truth. And the audience can feel it. Campaigns are cinematic. Renders are hyperreal. Voiceovers are velvet smooth.
Every frame whispers 'wealth' – yet so much of it leaves us cold.
We've mastered beauty, but somewhere along the way, we've forgotten how to make people feel.
The Dubai paradox: Flawless; forgettable
In markets such as Dubai, where the pace of launches is relentless and competition is fierce, luxury brands – particularly in real estate and hospitality – often fall into the trap of visual déjà vu.
One glossy film fades into the next: sweeping drone shots, elegant hands, filtered gold sunsets, infinity pools. Technically immaculate, yet emotionally sterile. The irony? These campaigns sell homes, hotels, experiences – spaces designed for life. And yet they feel like places that no one could ever truly inhabit.
What's missing is the story. The soul. The spark of human desire that brings a space to life.
Instead of panning across a CGI-perfect restaurant, show the chef's calloused hands shaping dough at 4 a.m.
Replace that beachfront render with the sound of kids kicking sand on to their parents' designer towels.
Audiences are no longer impressed by perfection. They're craving substance and a real point of view.
Luxury's lost ingredient: Tension
The most iconic brands don't avoid tension – they leverage it.
The launch of Apple Watch Hermès traded tradition for disruption. Jacquemus turned heads with irreverent absurdist scale-play, abandoning traditional opulence. And Loewe's mud-stained runway provided a memorable element of raw humanity in a sea of polished presentations.
These brands understand a powerful truth: Connection isn't built through perfection. It's forged through what feels undeniably human.
Dubai has the talent, ambition and platforms to lead this shift. The resources are here, but it takes courage to step away from the render and into the real.
Courage is the differentiator
Real estate brands invest millions in architecture and design, only to launch with the same generic campaign as their rivals.
Luxury hotels open with identical tropes and motifs: slow-motion doors, silent hallways and untouched towels.
This isn't a creativity gap. It's a bravery gap.
Today's luxury consumer doesn't just ask what you're selling. They want to know why it matters. And they can tell immediately whether your brand's soul is authentic or spray-painted on.
So, what's next?
It's time to move beyond luxury that simply looks good and start creating luxury that feels true.
Not just content, but connection. Not just aspiration, but emotion. Not only launch films but also living stories.
In a world where everything looks expensive, what feels real truly stands out.
By Rémy Abouchakra, CEO and Founder, OUI Agency
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Emirates Woman
a day ago
- Emirates Woman
24 elevated high street suede bags from Dhs299 to shop right now
Quietly luxe and seasonally right, sumptuous suede bags are having a moment on and off the runways. From Bottega's slouchy shoulder styles to Chloé's boho-western revival, Spring/Summer 2025 proved one thing: suede is no longer reserved for your autumn archive. It's tactile, tonal, and surprisingly versatile—especially when softened into softly structured totes, buttery mini bags, and drawstring slings. While designer labels made a strong case for suede's elevated appeal (see Loewe's earthy Puzzle iterations), it's the high street that's translated the look with equal flair and without the four-figure price tag. Massimo Dutti's ruched bag, Zara's sand-toned bucket, and Mango's pared-back crossbody in mocha brown offer that same tactile richness with a minimalist lens. With its plush nap and lived-in feel, suede strikes a balance between Y2k nostalgia and newness, and anchors the quiet luxury aesthetic without the heavy logos. How to wear suede for summer? Offset its texture heaviness with lightweight fabrications – think linen co-ords, crochet dresses, or breezy tunics for the day. Come nighttime, contrast textures: a strappy silk slip or a semi-sheer maxi feels instantly cooler with a buttery suede clutch tucked in the crook of your arm. Colour-wise, lean into summer-friendly tones such as buttermilk, terracotta, clay, or a dusty green. These shades not only wear beautifully under the sun but transition effortlessly into early fall. Whether you're drawn to bohemian touches, clean Scandinavian lines, or a hint of equestrian flair, the high street's suede bag edit delivers. Consider it your soft-power move for the season—and beyond. Scroll through the gallery below for 24 of the best high street suede bags for 2025: – For more on luxury lifestyle, news, fashion and beauty follow Emirates Woman on Facebook and Instagram Images: @hoskelsa
Emirates Woman
3 days ago
- Emirates Woman
11 summer sandals that will elevate your warm-weather wardrobe
Fashion by Aminath Ifasa June 18, 2025 As the sun shines brighter and the days grow warmer, it's time to step into the weather with summer sandals that effortlessly combine style and comfort. This season's must-have designs offer everything from laidback luxury to bold statement pieces, ensuring your footwear game is as chic as it is practical. Leading the pack is Fendi's Sunshine denim slides, featuring a striking Sea Garden motif and embroidered Fendi Roma detailing—perfect for adding a playful touch to any outfit. Bottega Veneta's Marella thong sandals bring understated elegance with their supple leather construction and signature Intrecciato insole, while the Goldie Gladiator sandals make a dramatic impact with their scalloped edges, gold buckles, and flatform soles. For those who love designer flair, Gucci's GG embossed sandals deliver with adjustable velcro straps and iconic Double G hardware, blending sophistication with ease. Meanwhile, Hermès' Cyphre sandal keeps things sleek and comfortable with its calfskin straps and anatomical rubber sole. Whether you're lounging by the pool, exploring a new city, or dressing up for a summer soirée, these summer sandals are designed to keep you looking polished while ensuring all-day comfort. With so many stunning options, the hardest part will be choosing just one pair—or maybe two. Summer is all about effortless style, and the right pair of sandals can make all the difference. From Fendi's fun denim slides to Hermès' minimalist Cyphre, this season's top picks prove that fashion and comfort go hand in hand. Whether you prefer bold details or understated luxury, these summer sandals are designed to complement every adventure, from beach getaways to urban escapes. So go ahead—step into the season with confidence, knowing your footwear is as stylish as it is comfortable. After all, summer is too short to settle for anything less than perfection. – For more on how to look smart and live smarter, follow Emirates Man on Facebook and Instagram Images: Supplied & Featured Image: Pinterest
Emirates Woman
5 days ago
- Emirates Woman
From New York to Shanghai, Hermès crafts a wardrobe for the cosmopolitan explorer
Against Shanghai's Blade Runner-esque skyline, Nadège Vanhée staged the second act of her Hermès A/W 2025 womenswear collection—an ode to the modern nomad, sculpted in leather, silk, and eclecticism. A year after debuting 'The Second Chapter' in New York, the artistic director transplanted her vision to the Huangpu River, where a modular, ephemeral pavilion framed the city's neon glow behind towering shutters. The effect was deliberate – a theatrical reveal of a collection as dynamic as the metropolis itself. Vanhée's protagonist is a woman in motion—resilient, sculptural, unapologetically sensual. In Paris, she strode down a dirt-strewn spiral runway, embodying rugged independence. In Shanghai, she evolved into a cosmopolitan explorer, her layers stacked with the pragmatic poetry of travel: water bottles slung on leather straps, sweaters knotted at the waist, bags cross-body like urban armor. The styling pulsed with wit—a glittering boot refracting city lights, headphones hinting at a post-show escape—while hybrid garments, adjustable at the sleeve or seam, whispered of adaptability. Here are our favorite looks at details from the Hermès show Central to the narrative was the braid, lifted from Hermès' equestrian roots and Virginie Jamin's Dressage Tressage scarf. It twisted through coats and linings, a metaphor for Vanhée's design ethos: the slow, deliberate weaving of cultural threads. Here, Parisian rigor met Shanghai's frenetic hybridity, resulting in bold prints, modular silhouettes, and a tension between intellect and play. As the pavilion morphed into a party venue—mirroring New York's all-night energy—the collection's thesis crystallized: Hermès' woman is no longer defined by a single city. She is a citizen of the world, her wardrobe a testament to Vanhée's exacting craftsmanship and nomadic spirit. The second chapter, it seems, is boundless. – For more on luxury lifestyle, news, fashion and beauty follow Emirates Woman on Facebook and Instagram Images & Feature Image: Supplied
