At Buro247 Middle East, we are committed to showcasing and celebrating the extraordinary talent in the region. With our column, #BuroSpotlights, we bring you stories of pioneering artists, innovative designers, tech trailblazers, cinematic visionaries, sports stars, and more.
This week, #BuroSpotlights the brand transformation at The Luxury Closet.
It’s official: preloved luxury is no longer a niche, overlooked corner of the fashion world. It’s a movement, and at the heart of it? The Luxury Closet. The Dubai-based resale platform has turned the concept of buying and selling luxury goods on its head, giving new meaning to what luxury means in the age of sustainability. The brand’s transformation is nothing short of impressive, from making secondhand chic to reshaping how we view fashion’s environmental footprint.
PRELOVED IS THE NEW NEW
The once-taboo notion of buying secondhand has undergone a radical reinvention, particularly in the Arab world. And The Luxury Closet has played a starring role in making it that way. Think of it as the cool, conscious cousin of fast fashion, where high-end items meet sustainability without sacrificing style or quality. From curated celebrity closets to drop-dead gorgeous campaigns, the brand has successfully elevated resale from “bargain” to “must-have.”
Leading the charge behind this transformation is the company’s forward-thinking approach, which fuses sustainability with exclusivity. At the core of this strategy are three critical pillars–Maya Azzi, Chief Brand Officer; Wafa Zraika, Head of Creative; and Layal El Radi, Head of Social & Influencers–that have propelled the brand to the front of the pack in the luxury resale market.
Maya Azzi, Chief Brand Officer, a.k.a. the mastermind behind the brand’s shift in messaging. Maya has made one thing clear: luxury isn’t just about the price tag. It’s about creating an emotional connection through storytelling.
Video shopping has been a game-changer for the brand. Maya tapped into this growing trend, producing dynamic, engaging content that had buyers clicking “add to cart.” Products featured in these videos were flying off the shelves, some selling within a week, proving that the power of a compelling visual can trigger both desire and urgency. Take one unboxing video, for example, which helped a bag that had been sitting in stock for six months sell out instantly.
And that’s the genius of it all. By blending video content with sleek, high-end aesthetics, Maya has transformed The Luxury Closet into a brand that educates, excites, and inspires. From teaching the masses about cult brands to curating seasonal collections that reflect the trends of the moment, it’s clear that this brand knows how to stay ahead of the game.
If Azzi laid the groundwork, Wafa Zraika, Head of Creative, is the one who gave it a visual heartbeat. As Head of Creative, Wafa revamped The Luxury Closet’s image with a new approach to photography and visual storytelling. Monthly themed photoshoots, meticulously planned collaborations with local photographers, and a commitment to creating stunning photos helped to elevate the brand’s entire aesthetic. These photoshoots told stories, compelling customers to see the value in owning a piece of history, not just a piece of fashion.
One of the standout successes from Wafa direction? Partnering with high-profile celebrities to feature their curated collections gave The Luxury Closet an undeniable boost in exclusivity. It was about associating those items with the very stars who defined luxury fashion.
Layal El Radi, Head of Social & Influencers, has built a community, leveraging influencers, stylists, and trendsetters to create content that not only showcases products but sparks conversation. Take, for example, the collaboration with stylist Tara (@balencitara), whose video shopping experiences pulled in 400K views and 380 saves. That’s not just engagement—that’s proof that customers aren’t just buying items—they’re buying into a culture.
What makes Layal’s strategy so successful is her focus on authenticity. Each partnership is carefully chosen to ensure it aligns with the brand’s values of sustainability and luxury. Influencers and celebrities are handpicked for their genuine passion for circular fashion. This strategic approach has helped reshape customer perceptions, making sustainability both chic and accessible. The “Celebrity Closet” campaign, in particular, showed the world that sustainability can be glamorous, aspirational, and, yes, even exclusive.
With fresh campaigns and creative projects on the horizon, The Luxury Closet continues to solidify its place as the leader in the luxury resale space. More than just a marketplace, it’s a movement that’s reshaping the fashion industry, one preloved piece at a time.
Whether you’re picking up a coveted piece from a celebrity closet or scrolling through their curated collections inspired by the latest trends, The Luxury Closet is proving that luxury is about how you approach the future of fashion. So, the next time you’re hunting for that one-of-a-kind accessory, remember that style isn’t defined by what is new but by what fits into your closet.
ALSO READ: DARING, BOLD & SOPHISTICATED: DISCOVER THE NEW PRELUDE 2025 COLLECTION BY MIU MIU.
