Sports & Championship

Apparel Group, in partnership with AWWG, hosted the exclusive launch of Hackett London’s Autumn/Winter 2025 campaign, “Tradition and Modernity: A Winter Together”, at the brand’s Dubai Hills Mall store.

The event marked a key milestone in AWWG’s Middle East expansion, bringing British tailoring heritage to Dubai and strengthening the collaboration with Apparel Group. The evening welcomed global campaign ambassadors Carlos Sainz and Carlos Sainz Jr., who arrived in a custom-tailored procession, reflecting the craftsmanship and precision central to the brand’s identity.

Industry leaders, media representatives and influencers attended the in-store celebration, previewing the Autumn/Winter 2025 collection featuring refined tailoring, classic tweeds, rich tartans and modern interpretations of archival silhouettes. A panel discussion moderated by British journalist Tom Urquhart highlighted the campaign’s themes of tradition and modernity.

Marcella Wartenberg, CEO of AWWG, attended the launch to mark the global campaign milestone and celebrate the growing regional partnership. Neeraj Teckchandani, CEO of Apparel Group, said the event reflects the strengthened relationship between the two companies and outlined plans to open 25 new Hackett London stores across the UAE, Saudi Arabia, Qatar and Oman over the next five years.

The Autumn/Winter 2025 collection is now available across Apparel Group’s regional retail network, including Dubai Hills Mall, City Centre Mirdif, Dubai Festival City, Dubai Marina Mall and Dubai Outlet Mall, reinforcing the group’s strategy to introduce leading international fashion brands to Middle East consumers.

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