HushEdit by Hushday × YOOX: Dubai’s New-Style Private Sale Goes IRL

Dubai loves a good secret. This one just happens to come with 110+ luxury brands, 15,000 pieces, and the kind of prices you only hear about in group chats. Hushday, the Middle East’s first premium private-sales platform, is stepping out from behind the screen to host HushEdit—a first-of-its-kind, four-day offline event in partnership with YOOX (part of the Net-a-Porter Group). Think: a polished treasure hunt, minus the chaos.

The vibe
More curated interlude than warehouse free-for-all, HushEdit is designed to feel calm and considered. Expect fresh drops, limited quantities, and first-pick exclusivity across womenswear, menswear, and kids—names like Gucci, Isabel Marant, Dolce & Gabbana, Bottega Veneta, Sandro, Loewe and more. There’s complimentary coffee for the early birds, curated gifts for top spenders, and none of the usual frenzy (no endless queues, no tired stock, no improvised try-ons). The brief is simple: make luxury shopping feel good again.

Where & when
Set your map to Area 57, Al Quoz. Doors open Thursday to Sunday, October 30 – November 2 (10am–8pm, till 9pm on weekends). Access is exclusively for Hushday members and registered guests—because discretion is part of the charm.

Beauty corner
The Official Beauty Partner is Laboratoires Novexpert—ultra-clean, clinically proven skincare developed by French doctors and scientists. Expect 100% natural origin formulas that are vegan, preservative-free, hypoallergenic, non-comedogenic, and safe for pregnancy and breastfeeding. In a word: considered.

Why this matters
Hushday has built a following by offering insider access at exceptional prices; HushEdit is that DNA, made physical. It’s also a sign of where the region’s fashion culture is heading: exclusive, yes—but open to a wider community of style-savvy shoppers who value experience as much as labels.

How to get in
Register ahead at HushEdit.hushday.com. Membership gets you through the door; timing gets you the best edit.