Since opening its doors in 2006 as a members-only luxury fashion emporium, with outposts in Riyadh and Doha, DNA has carved out a niche as an independent fashion voice in the Middle East and beyond. At the forefront of luxury retail, it quickly established a reputation as a platform for emerging international talent, earning mention in publications such as WWD, ELLE, Harper’s Bazaar and Vogue. Over the past decade, DNA has also gained a following for commissioning designers to customize their collections or create unique pieces for its Middle Eastern customers
To celebrate its 10th anniversary, in May 2016 DNA brought its unique vision to an international audience with the transformation of its influential brick-and-mortar store into the curated online boutique DNACHIC.COM. Translating the spirit and feel of an intimate boutique experience, clients can shop for exclusive looks and limited edition items by its roster of international designers in a lux online environment.
Serving as a bridge between East and West, DNCHIC.COM also nurtures cross-cultural conversations through fashion and design, by serving as a platform for emerging fashion talent from the Middle East and the Arabian Gulf region in particular. A longtime advocate of diversity in the fashion industry, DNACHIC.COM features inspiring editorials on a cosmopolitan group of chic individuals from around the globe, who expanded our notions of style and beauty.