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'?

While nearly half of women say they prefer to buy from companies that challenge gender stereotypes, branded feminism in the form of pink-washed products and #girlpower hashtags is often seen as insensitive and unimpressive. So, how can marketers empower women in an authentic way?

Gender roles are steadily changing in the Middle East, with 71% of young Arab women saying a woman’s role in society is to seek employment for financial support and independence. Aiming to empower them is Arwa Al Banawi, whose ‘Suitable Woman’ line pays tribute to females in the boardroom.

As women shatter glass ceilings every day, brands that recognise their hard-earned achievements are also starting to be noticed. For women in the UAE, Emirates has won their respect, with them naming the carrier the most impressive brand in their region, following several female-first initiatives.