Celebrities and the elite of the fashion world flew in last month to see the breathtaking Dolce & Gabbana show that was held in the Jabal Ikmah area of AlUla.

Now, the Ashar Valley fashion precinct in AlUla is hosting a series of luxury retail pop-ups as part of the AlUla Moments events calendar. You can expect to come across pop-ups of Assouline, L’Opera, Michael Cinco, Samer Halimeh, Azza Fahmy and Vianney Halter.

Seeing this, one can say that the ancient, once-forgotten oasis of Al-Ula has become the new go-to spot for luxury fashion brands from all over the world.

Ashar Valley, our home in AlUla now offers retail therapy too! With stores designed to blend in with the magical landscape, shoppers can find luxury brands from Azza Fahmy and Michael Cinco, to Assouline and more. pic.twitter.com/AQfeOFIiD0

— Banyan Tree AlUla (@BanyanTreeAlUla) February 5, 2023

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And the story gets more interesting with the addition of Tafoni, a multi-brand retail store set up by local fashion entrepreneur and curator Rae Joseph.

According to The National News, the name Tafoni was inspired by the area’s tiny, rounded rock holes, which represent the region’s geological significance and long history.

This pop-up shop is located in a historic library building in Al-Jadeedah that has been refurbished and rebuilt especially for the occasion and showcases the finest of the kingdom’s fashion and design scene.

Imagine spending the day surrounded by beautiful landscapes and wildlife, taking in the fresh air and sunshine. Then, when you’re ready for a break from the outdoor activities, take a stroll through the these pop-ups to indulge in some retail therapy. AlUla is truly a fashionista’s dream destination.