The Middle East is home to one of the world's youngest and richest populations. In 2016 Arab consumers spent $320 billion on luxury fashion. For brands to capitalise, an understanding of cultural values is essential. Who is this luxury-loving cohort and what makes a brand a 'must have'?

Gender roles are steadily changing in the Middle East, with 71% of young Arab women saying a woman’s role in society is to seek employment for financial support and independence. Aiming to empower them is Arwa Al Banawi, whose ‘Suitable Woman’ line pays tribute to females in the boardroom.

The high price of luxury fashion makes it difficult to keep one's closet up-to-date with the latest seasonal trends. In India, it's causing a boom in home-grown clothing rental start-ups, allowing style-conscious individuals to wear high-end items for a fraction of the cost.

Between the numerous office and family Christmas parties, there are endless opportunities for people to dress-to-impress over the holiday season. And with purse strings stretched over Christmas, rental fashion services which offer affordable outfit solutions are booming.