INSIDE BOF CROSSROADS 2025
BY EVANGELINA FYSA
This week, I had the honour of attending BoF Crossroads 2025 in Dubai — an invite-only gathering hosted by The Business of Fashion, bringing together a select group of global business leaders, creatives, and investors shaping the future of fashion, luxury, and beauty. This year’s focus was clear: the Global South is not emerging — it’s leading. Across two immersive days, we explored the evolving role of markets like the Middle East, India, Southeast Asia, and Africa, and what their rise means for global strategy, creative direction, and business execution.
Evangelina photographed by Getty Images for The Business of Fashion
Key Takeaways:
The Global South as a New Power Centre
BoF’s founder Imran Amed framed the conversation with a powerful truth: “The Global South is the global majority.” These markets are no longer secondary — they are central to the industry’s future.
Global Relevance Through Cultural Authenticity
Designer Sabyasachi Mukherjee shared how staying true to local identity and craftsmanship built him a globally successful luxury brand outside traditional fashion capitals.
Heritage as a Future Asset
Princess Noura Bint Faisal Al Saud presented Saudi Arabia’s Vision 2030 — an ambitious cultural and economic roadmap turning heritage into a global creative force.
The Middle East’s Creator Economy
Anas Bukhash spoke about Dubai’s evolution into a creative and entrepreneurial hub, positioning the UAE as a regional epicenter for the digital economy and brand storytelling.
Strategic Expansion in Growth Markets
Tory Burch and Pierre-Yves Roussel shared the brand’s approach to international expansion — balancing global consistency with deep local sensitivity. As Burch explained, entering new markets begins with listening and understanding: “We wanted to really learn the market, the local traditions.”
Digital-First Luxury in the GCC
Khalid Al Tayer, CEO of Ounass, shared how the luxury e-tailer is redefining brand activations in the region. With over 1,300 brands on the platform and its own in-house delivery fleet serving 80% of Gulf orders, Ounass has become a launchpad for global names like Skims, Frame, and Fear of God to break into the GCC.
Pop-ups and events remain central to its strategy — but as Al Tayer noted in conversation with BoF’s Imran Amed, “Each activation has to be crazy different — and it has to be big.” By challenging partners to push creative boundaries, Ounass keeps its experiential model bold, relevant, and culturally attuned.
Having had the opportunity to engage directly with leaders driving innovation in tech, marketing, and sustainability, we’re bringing back a wealth of insight to inform our work.
We look forward to integrating these frameworks into our approach across strategy, content, eCommerce, and performance.