SAND in the City: Dubai’s First Resortwear Trade Show

Dubai has always loved the sun. Now, it’s about to get its very own stage to celebrate the style that comes with it.

This October, the city will host the debut of SAND, the Middle East’s first B2B trade show fully dedicated to swimwear, resortwear, activewear, loungewear, and accessories.

From October 11–13, 2025, The Agenda at Dubai Media City will be transformed into a global hub of breezy silhouettes, statement bikinis, and the kind of accessories you want to pack for a never-ending summer. With over 80 premium brands flying in from all corners of the world, SAND isn’t just a fashion showcase — it’s an industry moment.

Expect an eclectic mix: bohemian tailoring from Hemant and Nandita, vegan silk luxury from niLuu, Mediterranean lace by Charo Ruiz Ibiza, the sultry edge of Shell Belle Couture, and the timeless charm of SIYU. Add to that sustainable voices like Honest The Label from Bali, playful bursts from Las Sureñas, Italian-crafted eco-swimwear by Mariella B, and jewelry from Van Den Abeele Paris — and you’ve got a line-up that spans heritage, innovation, and global flair.

Of course, this is Dubai, so it’s not just about racks and runways. Immersive activations, panel talks, and networking events will spotlight the future of resort fashion: think sustainability, digital influence, and the region’s appetite for lifestyle-driven luxury. Buyers from across the Middle East and Asia — from big-name retailers to boutique hotels and e-commerce platforms — are already confirmed.

“Dubai offers the perfect setting — a city that lives and breathes beach culture and year-round style,” says co-founder Iyad Grahne. His partner, Karim Hatab, adds: “With SAND, we’re giving this region its first dedicated platform where international brands can connect with the right partners, and where local talent can step onto the world stage.”

In a city where brunches, beach clubs, and style are already a way of life, SAND is about to become the annual diary date for resortwear insiders. Consider it your backstage pass to the wardrobes that define endless summers.

Cover/Charo Ruiz Ibiza

📅 When: October 11–13, 2025
📍 Where: The Agenda, Dubai Media City
🌐 More info: sandtradeshow.com | @sandtradeshow