Hey, What Are You Up To? Emergency Room Brings Human Connection to Dubai Fashion Week

Emergency Room is a brand that here at JDEED we kind of grew up with. We launched JDEED the same year Emergency Room came into being, and from those early days, we’ve been following founder Eric Mathieu Ritter quite closely: watching his evolution, his language, and his unwavering commitment to craft and emotion-led design.

It’s rare to witness a designer build a world so distinctly their own, and even rarer to feel connected to that journey in real time.

That’s why seeing Emergency Room take the runway once again, this time in collaboration with Timberland, felt especially meaningful.

Presented at the basketball court of Dubai Design District, the show unfolded as a meditation on connection, inspired by a simple phrase we’ve all typed more times than we can count: Hey, what are you up to? From spontaneous coffee runs to hurried outfit changes before a night out, the collection captured those in between moments of modern life, where intimacy meets urgency and emotion lives in the everyday.

Emergency Room’s signature one of one pieces, built through upcycling and expressive construction, were paired with Timberland’s classic essentials, creating a dialogue between softness and structure, vulnerability and grounding. What stood out most was the craftsmanship. Garments embroidered with mother of pearl buttons echoed Beirut’s ironwork balconies and gates, subtle architectural references that carried memory into fabric. Patchworked details made from leftover materials reinforced Emergency Room’s long-standing commitment to reuse, transforming remnants into meaning.

The soundtrack, built around the evolution of telecommunication, layered rings, pings, and notification tones into an emotional arc, mirroring the collection’s exploration of how we reach for one another today. It was quiet, poetic, and deeply human.

For us, this moment felt full circle.

We’ve been fans of Emergency Room from the beginning, watching Eric shape a brand rooted in real, raw feelings. To see that vision continue to grow, now meeting global platforms while staying true to its emotional core, is exactly the kind of creative journey we love to champion.

Emergency Room is not into chasing trands, it's about telling stories. And at JDEED, that’s what we’ve always believed fashion should do.

More on EmergencyRoomBeirut.com