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'?

Not every woman wants to wear crop tops and miniskirts – many would prefer to dress more demurely. But that doesn’t mean settling for bland, shapeless garments. The Modist is a luxury marketplace for modest fashion, appealing to those who want to cover up for faith or out of personal choice.

Gender equality is steadily improving in Saudi Arabia, but it's yet to impact sport – 73% of women in the country are physically inactive. Looking to challenge this status quo, Pepsi's latest advert for the region showcases successful female athletes, and encourages women to get exercising.

Shopping is the leisure pursuit of choice in the UAE. People stroll around in malls, buy online and travel to Dubai for the sales during the Dubai Shopping Festival. But extravagant spending comes with consequences, and with many women not working, saving is increasingly difficult.