The Frankie Shop is excited to introduce an exclusive collection marking its first project in the Middle East, in collaboration with the Abu Dhabi Investment Office.

For this campaign, we partnered with model and activist Farnoush Hamidian, whose voice and presence have made her an important figure in the Middle East, advocating for representation and empowerment.
Farnoush embodies the essence of this campaign—confident, modern, and deeply rooted in cultural nuance.

Founder Gaëlle Drevet was inspired to bring together the essence of Frankie’s minimal and modern DNA with the rich textures and timeless aesthetics of the region.

The Abu Dhabi capsule embodies powerful confidence, timelessness, and versatility. Silhouettes are strong yet fluid—think oversized linen Bermuda sets, sharp-shouldered blazers, coordinating silk separates, and soft tie-front shirts.
Items like hooded tops and wrap-style jackets reflect modesty reimagined through a contemporary lens.

Matching ties worn with shirting add subtle structure, while sheer sets, softly tailored suits, and utility-inspired pieces reflect a refined balance between elegance and ease.
These styles come in a variety of cuts, textures, and tones, offering multiple ways to wear, layer, and style each piece.

The materials—lightweight silks, textured cottons, soft organzas, and linens—were selected both for their tactile appeal and spring relevance.
The palette of ivory, sand, olive, and sun-faded brown draws from the desert landscape and the region’s soft, shifting light.