Pack your sunnies and prep your mood boards! Dubai is about to host the fashion event of the season. From October 11–13, 2025, the city will welcome the first-ever dedicated B2B platform for resortwear and lifestyle fashion in the Middle East: SAND Show. With 80+ international brands lined up, this three-day style takeover at The Agenda, Dubai Media City, is redefining what it means to live (and dress) for the sun.
This isn’t your average trade show. Think of it as the ultimate global edit of swimwear, resortwear, activewear, loungewear, and accessories. Whether you’re into Oceanus’s crystal-studded sustainable swimsuits, La Revêche’s dreamy floral appliqués, or the artisanal crochet pieces of My Beachy Side, SAND is bringing the world’s best to one stage. Add in Lisa Marie Fernandez’s New York sophistication, Léa The Label’s Dubai minimalism, and Hemant and Nandita’s Indian artistry, and you’ve got a lineup that’s as global as it is diverse. Accessories? Covered. From The Jacksons’ woven bags to Maison Irem’s cool-girl jewellery. Beauty? As well as COOLA cruelty-free sun & skin care, this showcase is a reminder that resort style isn’t just seasonal—it’s a lifestyle.
But SAND isn’t stopping there. On October 11, industry voices will unpack big questions shaping the future of resort fashion during SAND Talk. Panel 1, “Resortwear Reimagined,” dives into retail strategy, creator collabs, and how sustainability can be more than just a buzzword. Panel 2, “The Sun Belongs to Everyone,” challenges brands to embrace diversity, modesty, and inclusivity in a category that often overlooks them.
With buyers, designers, and creatives flying in from around the world, SAND Show isn’t just putting resortwear on display. It’s cementing Dubai as a global capital of sun, style, and innovation.
To attend visit https://sandtradeshow.com.
Mark your calendars because the future of resort fashion is about to be written in the sand. 🌊✨