Dubai Festival City Mall: thowby Unveils a New Signature Boutique

The opening of thowby’s Signature Boutique at Dubai Festival City Mall marks a new chapter in the brand’s journey… and we welcome you to experience it :)

For 8 years, thowby has been on a journey to change the face of the modest fashion industry with a commitment to quality, timeless design, and a vision to elevate the abaya into something more than a garment. Now, we are proud to share the next step down that road: the opening of our first signature thowby boutique in Dubai Festival City Mall 

The boutique unveils thowby’s new branding and design language, a fresh visual identity that reflects where we have been and where we are going. Every detail, from the architecture to the displays, has been thoughtfully crafted to create a space that feels both inspiring and welcoming for clients from all walks of life. 

From the moment you step inside thowby’s signature boutique in Dubai Festival City Mall, you will see and feel a change in the aesthetic — in the best, most authentic way possible. The atmosphere has been elevated, the details more refined, the design more daring. But beneath it all, the heart of thowby remains exactly the same, as do the core values of design and fashion that have kept clients returning for years. 

thowby’s signature boutique is more than just a new store. It is the culmination of years of dedication, refinement, and the belief that modest fashion can stand shoulder to shoulder with the world’s most celebrated luxury labels. 

When you visit, you will find the atmosphere of thowby’s signature boutique in Dubai Festival City Mall to be something like that of a haute couture abaya house: clean lines, understated elegance, and attention to detail that mirrors the craftsmanship of every thowby piece. 

This an aesthetic shift that signals growth, yet still honors the simplicity, elegance, and quiet confidence that have always defined our designs. The look and feel of our boutique instantly communicates our promise: that every client who walks through our doors will experience something special.

The place is special, not just for being thowby’s first signature boutique, but for symbolizing years of vision, experimentation, and refinement. Ever since thowby first opened its doors to clients, we have listened, learned, and evolved in all aspects of our business. We have taken the time to perfect our silhouettes, source the finest fabrics, and develop designs that respect tradition while embracing modernity. And you will see all that reflected in the most optimum way at our new signature store. 

That said, what has not changed (and never will) is our dedication to creating abayas that remain true to their roots. Each piece we make still carries the same thowby DNA: traditional at its core, graceful in its execution, and uncompromising in quality. The boutique simply offers a new stage on which these timeless values can shine. 

The space is new, but the soul of thowby remains unchanged. 

Since opening the doors to thowby’s signature boutique, the response from clients and industry peers has been extraordinary. Women who have worn thowby for years tell us this boutique feels like a natural extension of the brand they love. First-time visitors, even before they have entered the store, speak of discovering a space where modest fashion is presented with the same prestige and care as any luxury fashion house. And we couldn’t be more proud of this new home for our, and your, abayas. 

The amazing client response to our new boutique has served as a beautiful reminder that while our surroundings have evolved, our clients still connect most with what has always been at the heart of thowby: the feeling of wearing something timeless, comfortable, and made with care. This reaction has only reinforced what we have always believed — that modest fashion does not need to be defined by limitations. It can lead, inspire, and set new standards.

thowby has never been about following trends. Our aim has always been to change the conversation, to create abayas that are not only beautiful, but that empower the women who wear them. thowby’s signature boutique is a reflection of that vision. It is a bridge between tradition and innovation, yet another proof that you can modernize without losing your roots. 

Whether you have been part of the thowby family for years or are discovering us for the first time, we invite you to step into our new signature boutique. Explore the designs, feel the fabrics, and see for yourself what years of dedication has created. :) 

This is more than just the next chapter for thowby. It is the start of a new era in how the abaya is seen, celebrated, and worn in the world. 

Visit thowby’s signature boutique at Dubai Festival City Mall today!