Presence at internationally renowned luxury retailer underscores rising mainstream recognition of modest fashion and growing brand momentum in the region
Riyadh, KSA, 23 June 2025: Luxury modest swimwear and activewear brand, Lanuuk, is set to debut in Saudi Arabia at Harvey Nichols Riyadh, marking its strategic entry into a top global retail destination and adding to its rising prominence in the region. Lanuuk’s positioning as a premium, design-led brand with sustainability and inclusivity at its core makes it a standout offering in the Saudi fashion market, which is predicted to reach USD 5.70 billion by 2030.
Saudi Arabia is already Lanuuk’s second-largest online market. The brand is available for global shipping and partners with key regional retailers, including Ounass (UAE, KSA, Oman, Kuwait, Bahrain, Qatar) and Galeries Lafayette (Qatar). Lanuuk is also the first modest swimwear brand to be stocked at Bloomingdale’s both in-store and online in the UAE and online in Kuwait. With the Riyadh launch, Saudi-based shoppers can now browse and try on Lanuuk collections in person, with in-store styling support provided by Harvey Nichols Riyadh staff.
Lanuuk’s expansion reflects how luxury retailers are embracing small, independent brands that are innovating in their categories to serve evolving market needs, especially a growing regional appetite for design-led, premium, contemporary, and sustainable modest fashion.
Ayesha Mahomed, Co-founder of Lanuuk, said: “We are excited to announce that Lanuuk is now available at Harvey Nichols Riyadh, an internationally renowned leader in luxury retail. Our presence here underscores the rapid rise of the modest fashion industry, particularly in the Middle East, and the growing demand for inclusive, ethical, and design-conscious brands in premium retail spaces. Our expansion highlights the growing visibility and sophistication of the global modest fashion market and is a testament to Lanuuk’s role in pushing those boundaries through innovation, design and style.”
Katleya Nielsen, Co-founder and Creative Director at Lanuuk, said: “Our goal has always been to create pieces that feel as beautiful as they are functional. Seeing our designs on the floor at Harvey Nichols Riyadh is a proud moment. It allows women in Saudi Arabia to connect with the quality, craftsmanship, and comfort of our collection in a way that goes beyond the screen.”
A spokesperson for Harvey Nichols Riyadh said: “We’re proud to welcome Lanuuk to Harvey Nichols Riyadh. As a luxury retailer, we’re always looking to spotlight brands that are redefining fashion with purpose. Lanuuk’s blend of style, functionality, and modesty speaks directly to the evolving tastes of our customers in the Kingdom. Their arrival also reflects our commitment to offering thoughtfully curated collections that resonate with the diverse lifestyles of women in Saudi Arabia.”
Lanuuk blends contemporary resort-wear aesthetics with full to moderate coverage swimwear, crafted from premium, sustainable fabrics. The products are designed by women who wear modest swimwear themselves. This insider-led design process ensures both function and fashion are met, a rarity in the modest swimwear space.
According to the “Global Islamic Economy Report” published by Thomson Reuters, global spending on modest fashion amounted to USD 254 billion, with the potential to grow to USD 473 billion in future. The localisation of global e-commerce into regional physical retail is expected to play a key role in empowering the Arabian fashion industry to scale further.
