Alberta Ferretti has confirmed a historic debut in Dubai with a runway show set to strengthen the brand’s international presence in 2026.
The Italian house is preparing a strategic move that promises to shift the rhythm of the global fashion calendar. The brand will unveil its Autumn 2026 collection in Dubai as the guest designer of the upcoming edition of Dubai Fashion Week, taking place from 1 to 6 February at Dubai Design District. It will mark the label’s first large-scale presentation in the Middle East and a direct statement of its international growth ambitions.
Lorenzo Serafini, creative director since last year, will open the event with a show designed to showcase the refined craftsmanship and emotional sensibility that define the house’s new era. The designer highlighted that Dubai offers the energy, multicultural audience and passion for design that align with the aesthetic evolution he is shaping within the brand.
Although the house is not abandoning Milan — where it will also appear in a yet-to-be-revealed format — this temporary shift is seen as a key manoeuvre within Aeffe Group’s strategy. Massimo Ferretti, executive chairman, underlined that Dubai represents an exceptional crossroads of cultures, creativity and global business, and that opening Dubai Fashion Week allows the label to strengthen its visibility in an expanding market.
The event, founded by Dubai Design District and the Arab Fashion Council, has cemented its reputation as a platform capable of bringing together emerging talent, regional designers and international maisons. Over the years, it has welcomed names such as Jean Paul Gaultier, Iris van Herpen, Antonio Marras and Roberto Cavalli, establishing itself as a key date in the creative scene of the Middle East.
Organisers celebrated Alberta Ferretti’s participation as a gesture of confidence in Dubai as an international hub for fashion and creative excellence. With this regional debut, the Italian house sets its sights on a 2026 marked by expansion, cultural connection and a renewed vision of its global identity.
