The region’s first trade show dedicated to high-end sun and leisure fashion has arrived
This October, Dubai will play host to the inaugural edition of SAND, a bold new entrant on the global fashion calendar that’s set to redefine how the region engages with resortwear, swimwear, activewear, and loungewear. Running from October 11–13 at The Agenda in Dubai Media City, this highly anticipated B2B retail event brings together over 70 premium international brands for a three-day showcase of curated collections and strategic industry connection.
Billed as the Middle East’s first trade event dedicated exclusively to fashion designed for sun and leisure, SAND is more than a marketplace—it’s a cultural marker. One that taps into the region’s rapidly evolving appetite for stylish, wellness-oriented living, and positions Dubai as the natural capital of this intersection.
Isabel Beachwear to show at SAND
“We’re excited to launch SAND, the first event of its kind in the region,” says Karim Hatab, co-founder of the event. “SAND is more than a trade show—it’s a platform for international brands to connect with the Middle East’s dynamic, luxury retail ecosystem, and for local labels to expand their global footprint. It’s about real connections, collaborations, and long-term growth. Our aim is for SAND to become an annual event—an essential fixture on the global calendar.”
From runway-favourite names like Oceanus and Miss June Paris to ethical innovators such as My Beachy Side, as well as La Revêche and Isabel Beachwear, the brand line-up promises diversity in both aesthetics and ethos. For many of these labels, SAND marks their debut in the region—a testament to the platform’s reach and curatorial strength.
Miss June to show at SAND
A joint vision by fashion and marketing veterans Karim Hatab and Iyad Grahne, the concept of SAND was born out of both strategic insight and lived experience. The duo, who boast a combined 20 years in the Middle Eastern fashion and business scene, have harnessed their networks to build not just a showcase, but a vibrant ecosystem.
“Dubai is a natural home for SAND,” adds Iyad Grahne. “It’s a world-class fashion capital, a gateway to the region, and a year-round beach and wellness destination. With fashion in the Middle East gaining global attention, the timing for this kind of event couldn’t be better.”
The event promises more than racks and runways. Attendees can expect immersive programming—including panel talks, special guest appearances, and industry-led activations that aim to foster dialogue, innovation, and meaningful partnerships.
SAND Trade Show Co-Founders Karim Hatab and Iyad Grahne
For buyers representing high-end boutiques, leading e-commerce platforms, resort destinations, and luxury retail groups across the Middle East and Asia, SAND is positioned to become the go-to destination for discovering new talent and building lasting commercial relationships.
In a region where fashion increasingly mirrors lifestyle and climate, and where consumer sophistication is on the rise, SAND arrives at just the right moment—with just the right message: resort fashion isn’t just seasonal here; it’s year-round, aspirational, and ready to be led from the Middle East.
Lead image: Isabel Beachwear to show at SAND. All images supplied.
