For international luxury brands seeking to make a meaningful impact in the Gulf Cooperation Council, or GCC (the United Arab Emirates, ​Bahrain, Kuwait, Oman, Saudi Arabia and Qatar​​​), understanding the rhythm of the Arab calendar is no longer optional — it’s essential.

“With the diversity of audiences and occasions in the region, brands can engage in a multitude of ways,” says Firras Alwahabi, founder of Faux Consultancy, who has worked with brands such as Carolina Herrera (which hosted a presentation at Dubai Fashion Week in 2023). “From a public relations perspective, this enables an ‘always-on’ approach to communication, offering brand visibility year-round by discerning which press and key opinion leaders to engage with. This ensures unique messages are tailored for different markets and occasions.”