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.

The smell of burnt tyres fills the air on a highway in Riyadh as young men shout at their mates in SUVs to perform elaborate stunts. It might seem like something from Fast and Furious, but such illegal events are happening each night in the Middle East. What’s at the root of this need for speed?

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'?

The UAE has a highly diverse population across its seven Emirates, but there's still a strong sense of pride in a shared national identity. To appeal to its well-travelled citizens, brands are proving their commitment with tailored products, events and social engagement.