In a region where fast fashion and high glamour often dominate, WAYVE arrives as a welcome shift—an ethical fashion platform rooted in substance, style, and sustainability.
Founded in Dubai by Swedish-Lebanese entrepreneur Mary Abi Chahine, WAYVE is the UAE’s first platform dedicated to ethical and unconventional luxury fashion, spotlighting designers who balance bold creativity with social and environmental impact.
With its highly anticipated launch on the horizon, WAYVE is more than just a curated marketplace. It’s a movement—one that empowers both emerging and established designers to tell meaningful stories through beautifully made pieces. From sustainably sourced fabrics to inclusive sizing and purpose-driven collections, the platform is redefining what it means to dress with intention in today’s world.
Here, we talk to Mary Abi Chahine about building a new kind of fashion ecosystem from Dubai, championing creative voices, and why the future of luxury must be both expressive and ethical.
Tell us about your new platform, Wayve, and the vision behind it.
WAYVE is the first multi-brand concept store in the MENA region dedicated exclusively to sustainable fashion. Curated for the IT girls, trendsetters, and standout seekers, WAYVE brings together a bold edit of conscious brands that prove style and sustainability can go hand in hand. Sustainable fashion is often mistaken for being limited to basics or minimal styles, but our vision is to prove that fashion can be both cool and conscious. By spotlighting ethically made, statement pieces from emerging luxury designers, we aim to inspire a new wave of responsible shopping without compromising on style.
We believe the future of fashion is not just about what you wear, but how and why you wear it. That’s why every brand at WAYVE is handpicked for its ethical practices, aesthetic appeal, and cultural relevance. WAYVE aims to foster a movement toward more mindful consumption, providing fashion-forward consumers with a destination where they can discover pieces that reflect their values and enhance their wardrobe.
Please share a little on your passion for ethical fashion and why you felt compelled to launch a platform in this industry.
I always knew that I wanted to build something meaningful, something that could create impact, and challenge the norms of the fashion world. The idea for WAYVE came to life during my time in London, while completing my master’s in Fashion Buying and Merchandising. Being immersed in one of the world’s fashion capitals, I was inspired by the creativity and energy of the industry, but I also became actively aware of its contradictions: the excess, the pace, and the lack of transparency behind the scenes. That period, especially during COVID, revealed a shift in mindset. Some retailers began exploring more responsible sourcing and ethical practices, but the conversation still felt limited, and when I looked back at the Middle East, it was even more so. There was a clear gap between the growing awareness around sustainability and what was actually available to conscious consumers in the region. WAYVE was born out of that realisation. I wanted to create a multi-brand concept that offers a new kind of luxury, one that is ethical, unconventional, and future-facing. This platform is my way of bringing together the values I believe in: transparency, thoughtful curation, and fashion that doesn’t compromise on individuality.
What do you think the Middle East is still lacking when it comes to sustainable fashion?
The Middle East has always been a region of style, luxury, and strong fashion identity, but when it comes to sustainability, there’s still a noticeable gap. It isn’t spoken of as part of the lifestyle or cultural narrative in the same way it is in other global fashion hubs. While there are emerging ethical brands and growing awareness, the messaging around sustainability often lacks depth and consistency.There’s not enough storytelling around sourcing, ethical production, or the environmental impact of our choices. So, many consumers don’t have enough information to make more conscious decisions, even if they want to.
Tell us about the pieces and collections you will be featuring on Wayve – what was the criteria you followed for allowing brands to join the platform?
We offer a diversified range of pieces, from dresses to blazers, tops to matching sets, making the collection rich and versatile enough for customers to find whatever it is they’re looking for, whether it’s a statement outfit or a timeless essential.
When it came to selecting brands, we followed a clear set of criteria. First and foremost, every brand had to embody at least one pillar of sustainability, whether it was sustainable sourcing, transparent production, fair labour, upcycling, or a strong commitment to reducing their environmental footprint. But just as importantly, we looked for originality and that cool girl aesthetics behind every brand.
WAYVE is all about proving that conscious fashion doesn’t mean compromising on style. So, we chose to work with brands that align with that vision, to curate collections that feel fresh, relevant, and meaningful.
How do you ensure that every designer on WAYVE truly aligns with your three core pillars: environmental, social, and economic?
Every designer we onboard goes through a vetting process that evaluates how they align with our three core pillars: environmental responsibility, social impact, and economic integrity. For the environmental pillar, we assess their use of sustainable materials, production methods, and efforts to minimise their carbon footprint. For the social pillar, we make sure brands uphold fair labour standards, ethical working conditions, and a respectful approach to the people behind their products. And for the economic pillar, we look at how brands contribute to long-term, equitable growth, embracing upcycling activities, supporting local artisans, small production teams, or community-led initiatives.
Transparency is key. Each brand takes us through the journey of crafting their pieces, to understand their values, supply chains, and future goals. In fact, some of them hold certifications that guarantee they’re using vegan fabrics in their production such as OEKO-TEX certification. This ensures that everything featured on WAYVE isn’t just beautiful, it’s also part of a broader commitment to doing better.
How will it differ from anything else we have in the region so far?
The idea behind WAYVE was never to be just another fashion retailer. We saw a clear gap in the regional market, where many platforms tend to offer the same brands, often lacking uniqueness or a deeper purpose. From day one, we were intentional about building something different.
WAYVE is designed to be a true destination for discovery. We’ve carefully curated a selection of emerging designers from around the world, most of whom are not available anywhere else in the region. These are brands that prioritise sustainability at the core of their identity, not just as a trend or afterthought. What makes WAYVE stand out is our exclusive brand mix, and the values that underpin everything we do. Our platform offers a fresh, elevated shopping experience that caters to the fashion-forward consumer who wants to stand out. We’re here to bring innovation, ethics, and standout design in a way that hasn’t been done before in the region.
Tell us about some of the standout designers in your inaugural collection. What makes their pieces so distinctive?
I can say so much about the designers in our collection; each one brings something truly special to the table, from the craftsmanship and attention to detail to the unique prints, silhouettes, and cuts. For instance, we have Monika Dimova, a designer based in North Macedonia, who creates the most stunning gowns and dresses that celebrate femininity and form. Her silhouettes are elegant, romantic, and flattering, every piece feels like it’s made to empower.
Another standout designer is EZZ Studios, known for their use of eco-printed fabrics and distinct artistic vision. What makes their work truly special is the way they blend cultural influences, drawing inspiration from both Senegal and Beirut to create pieces that are vibrant, soulful, and one-of-a-kind.
A third standout designer is Marais Studio, who uses carefully selected vegan cupro, special lamb nappa leather, and recycled fabrics in their range, combining both sustainability and sophistication. Their PJ sets, blazers and kimonos are not to be missed. Their pattern and fabric elevate the piece from core to standout, making it a must-have in your wardrobe.
In an industry driven by trends, how do you encourage customers to embrace fashion that’s more intentional and enduring?
Always embrace your own sense of style. When you know who you are and dress accordingly, it becomes harder to discard pieces just because a trend has passed. If what you wear truly reflects your personal aesthetic, those pieces naturally become timeless to you. You’ll always find ways to re-wear, restyle, and reinvent them, because they hold value beyond what’s trending.
How do you hope WAYVE will influence consumer behaviour in the UAE and the wider GCC?
In a region where luxury has traditionally been defined by big-name brands and visible status symbols, we hope to re-define what true luxury really means. At WAYVE, we believe luxury is about purpose, and individuality, wearing timeless, one-of-a-kind pieces that tell a story, pieces you won’t find just anywhere, and that contribute positively to both people and the planet. We want to encourage consumers to think differently, to shop with meaning, to value sustainability as much as aesthetics. By curating brands that lead with ethics and originality, we’re inviting a new mindset: that luxury can be beautiful and responsible at the same time. Our goal is to spark a shift in perspective, to empower more conscious choices that inspires long-term change in fashion and culture across the UAE and the wider GCC
As a founder, what have been the most rewarding—and most challenging—parts of building this platform?
The most challenging part was building the foundation, starting from just an idea and shaping it into a clear, long-term vision. It took time and dedication to ensure the platform would reflect values that could stand strong for years to come. Scouting the right designers was also a challenge; it wasn’t just about finding sustainable brands, but finding those whose aesthetics, ethics, and craftsmanship truly aligned with the spirit of WAYVE.
The most rewarding part has been seeing the genuine excitement and positive reactions from our partners. When designers and collaborators heard about what we were building, there was an immediate sense of connection and enthusiasm. Watching them resonate with the vision, and especially with the curated pieces, was not only validating, but deeply motivating. It gave us hope and confidence that WAYVE could evolve into something meaningful and valuable for both the industry and the community we’re creating.
How would you describe your personal style?
They say the brand you build is often a mirror of who you are, and I believe that’s true. My personal style aligns closely with WAYVE’s curation: bold, elegant, and one of a kind. I gravitate toward pieces that are timeless and make a statement. I look for unique, colorful prints or unique cuts. Always aim to stand out and dress in a way that feels confident, powerful, expressive, and aligned with what I stand for.
You’ve built WAYVE around purpose and individuality. How do you personally define luxury today?
To me, luxury today is no longer just about price tags or logos, it’s about intention. It’s about knowing where something comes from, how it was made, and who made it. True luxury is purposeful, personal, and conscious. It’s about owning fewer things, but choosing pieces that hold meaning, tell a story, and reflect your values as much as your style. In a world of fast everything, I see luxury as slowing down, investing in quality, craftsmanship, and authenticity. It’s individuality over mass appeal. It’s finding beauty in the details, and understanding that what you wear can be a form of self-expression, a statement of what you stand for.
When you’re not working, how do you like to spend your time?
When I’m not working, I love immersing myself in experiences that spark creativity. Discovering new brands is a big part of that for me, it’s like a form of research, inspiration and a way to disconnect. I find so much joy in seeing how different designers interpret style, culture in their own unique ways. I’m also very curious by nature, I love exploring new, under-the-radar places, whether it’s a hidden café, a concept store, or a hidden gem in a city I’m visiting. It keeps me inspired and helps me stay connected to what’s fresh, evolving, and culturally relevant. Those little discoveries often feed back into my creative process with WAYVE. And beyond that, I really value time with friends and family, and traveling back to my hometown, Beirut, to recharge and find balance.
What’s the professional motto you live by?
“Make a difference, create change”
