Welcome to Fall/Winter ‘25. They say change is the only constant- and in today’s luxury fashion landscape, this has never been more true. This sentiment feels stronger than ever for Fall, amidst an era of creative reshuffling, with September promising some of the most highly anticipated debuts yet. Newness isn’t just in the air- it’s defining the moment.

‘This Way In’ is our invitation to experience renewed beginnings; a space for originality, discovery and fresh perspectives. An opportunity to experience a new lens of luxury: pieces rooted in craft, guided by purpose, and designed to last. A chance to slow down to reframe the essentials- perfect cuts, silhouettes that speak, designers with something meaningful to share. Look closely, and you’ll find storytelling everywhere. It’s in the heart of every house, signaling an era of luxury with perspective. From odes to brand codes to emotionally charged collections, designers balanced the essence of their brands with creative risk-taking.

After a summer defined by bold and bright statements, Fall sharpens the edge. Office staples are reimagined for modern life: just take cues from Stella McCartney’s corpcore collection, a masterclass in power dressing for success - serious, but in no way stiff. As Fall inspires a return to the fundamentals, the core pieces of our wardrobe reassert their power- the it-bag, the knit, the boot. Texture is also taking over, from luxurious suede to buttery leather, ladylike lace, handwoven raffia: sliced, cut, woven, and presented in every way, shape and form possible.

Event dressing is leveled-up, with new silhouettes that are striking, sophisticated, and confident. Think pieces made to move with you, away from you, even against you- from Marques Almedia’s dramatic volumes to Magda Butrym’s signature pleating that contours the body’s natural curves. Wherever you find yourself, this is your first look. A front-row seat to the new season. This way to celebrate heritage, a forward-thinking vision, and the designers redefining modern luxury. From the culture-shaping collections of Miu Miu, to the coveted launch of Loulou de Saison and Nour Hammour, craftsmanship pushes boundaries, seamlessly blending artistry with innovation. While in the spirit of newness, spotlighting the next generation to watch- the young creative talents behind Fashion Trust Arabia’s 2024 winners who are shaping the future of Arab fashion, now on Ounass.

This way to exclusive debuts, collections unveiled for the very first time, curated with intention. This way into a season shaped by vision, individuality, and enduring design. This way to a thoughtful beginning. This way into Fall/Winter ‘25, the Ounass way.

Credits: Words by: Lara Arbid Photographer: Ina Levy Digital Operator: Anna Olszewska Photo Assistant: Emma Harries DOP/Director: Evan Maragkoudakis Stylists: Charlotte White, Kavisha Khandelwal, Atiyya Laher Hair & Make-up Artists: Marita Politou,Chrysanthos Smyrnaios Art Direction: Alessia Simpson, Ellie Clubman Creative Direction: Katie Smith