Under the open skies of Mleiha, Her Highness Sheikha Bodour bint Sultan Al Qasimi launched Inanna Reborn at an immersive desert gathering that fused fashion, ritual and storytelling.
The private event metamorphosed the landscape into a living expression of the brand itself, with a runway presentation of the debut collection, a multisensory Chamber of Inannaexperience, and a curated showing of pieces from the collection, at the Caravan.
It was a dusk moment that marked the birth of a new category – Mythic Luxury – where couture is an expression of memory, ritual and personal transformation.
A brand rooted in human genesis
Founded by Her Highness Sheikha Bodour bint Sultan Al Qasimi, Inanna Reborn was developed after years of research into Arabian queens and mythology that informed her recent book Let Them Know She Is Here.
The brand is built on the singular truth that women’s power is generational, lies deep inside their soul, and is remembered rather than discovered.
Each design manifests this philosophy as form, reviving erased histories and reimagining them as modern expressions of female sovereignty, identity and lucid presence.
Her Highness Sheikha Bodour Al Qasimi said: “Inanna Reborn is not about creating something new, but restoring what was always present but forgotten. What we are doing with Inanna Reborn is offering a votive tribute of remembrance and inviting women to remember and reclaim their sovereign power.”
An immersive desert launch
The setting, in Mleiha National Park, a UNESCO World Heritage Site, was integral to the Inanna Reborn launch, reflecting the brand’s grounding in land, memory and ritual, through:
Together, these elements embodied the brand’s core principle of personal adornment as a consequential ritual.
Event partners
Azizi Developments supported the launch event, reflecting its commitment to cultural and creative innovation in the UAE.
BYREDO and Dr Barbara Sturm provided makeup, fragrance and skincare for the runway presentation, contributing to the sensory dimension of the experience.
A resurrection of identity
Inanna Reborn is intended as a resurrection of identity, its looks drawing on the vibrant legacy of historical queens,such as Zenobia, Sheba, Mavia, Samsi and Abi’el, expressed through silhouettes that flow from strength to fluidity.
Garments are conceived as contemporary regalia that balance softness and structure, presence and movement, power and sensuality.
Introducing the Abi’el jewellery collection
Alongside the fashion capsule, the brand unveiled its first jewellery line:Abi’el– The Desert Oath.
Rooted in Emirati heritage, Abi’el reinterprets traditional adornment through a contemporary prism:
The collection is designed to move in time with the body, not as static objects, but as worn vessels replete with memory and intention.
Preserving craft as living heritage
At core, Inanna Reborn is a commitment to preserving endangered artisanal knowledge.
The collection incorporates techniques such as Ikat weaving; Kantha and Phulkari embroidery; Shibori dyeing; handblock printing; and Pashmina craftsmanship.
These are not frivolous references, but living cultural idioms sustained through direct collaboration with artisans.
A conscious approach to luxury
The brand operates through a slow, intentional model without overproduction or surplus, using only natural materials, such as linen, cotton and wool, and with minimal waste, where every offcut is repurposed or reintegrated.
As Inanna Reborn, sustainability means returning to responsible creation, respect for material and reverence for the natural environment.
Where to buy Inanna Reborn
The full Inanna Reborn collection, including fashion and jewellery, will be available at Bait Elowal and online.
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