Dima Ayad: The Dubai Designer Changing the Shape of Luxury - Jessica Michault

Designer Dima Ayad is rewriting the conversation around Arab fashion, inclusivity, and the power of creative resilience. Born in Lebanon but raised in Dubai, she grew up within the rhythms of the city’s hospitality and luxury spaces. Her early career unfolded in PR and marketing roles at Jumeirah, Raffles, and Atlantis. Places where she learned not only about always going the extra mile and delivering more than what was asked for, but also the critical importance of storytelling and creating deep connections with customers. But fashion — that was personal. Frustrated by the scarcity of beautifully designed, size-inclusive clothing, she began sketching what she needed — pieces that would flatter, not constrain. With no formal training, she learned by doing. Her first collection, launched in 2011, sold out almost immediately — but the trajectory of her signature brand was never linear. She has even said that some collections were “diabolically bad.” But she admits that she has learned more from those missteps than from her biggest wins. Alongside building her namesake label, Dima founded DAC Communications in 2020 — a PR, marketing, and storytelling agency born to fill a gap in the market and nurtured through Dima’s unique vision. She’s now balancing dual identities: the dreamer who brings ideas to life through fabric, and the strategist who helps other brands speak their truths. In our conversation, we explore how Dima keeps inclusion at the core of her business – desig