Middle Eastern store D'NA has joined Farfetch, and heralding an exciting new stage for both brands.

D'NA, which has a presence in KSA and Doha, Qatar, is a concept by Princess Deena Al-Juhani Abdulaziz, carries an eclectic edit of designers, a mix of global labels and local design talent. Abdulaziz works closely with designers, including Mary Katrantzou, Prabal Gurung, Ohne Titel and Rosie Assoulin to customise pieces from their collections for her to sell exclusively in the regional market. This includes changes such as garments being altered to fit cultural dress codes, skirts are made longer or to floor length, longer sleeves are added and necklines are made higher to create bespoke pieces that aren't available elsewhere in the world.

D'NA x FarFetch story

Deena's mission for the boutique is to expose women in the Middle East – Saudi Arabia in particular – to a new generation of designers who weren't necessarily household names, by taking risks and investing the time in nurturing and supporting emerging talent.

The offer at D'NA is a healthy mix of established brands displayed next to new names. In terms of the latter, the boutique has established itself as a design incubator supporting regional talent, working to select specific looks or key pieces. 


"For Farfetch it is about finding boutique owners who curate a unique and interesting space and customer experience. From our initial meeting with Deena it was clear that D'NA was something special and it took us to a new and exciting territory where they really appreciate and understand luxury fashion. Working with them we have the opportunity to introduce our global audience to another interesting boutique and their fascinating edit." States José Neves, founder and CEO at Farfetch, who joined Abdulaziz to host an intimate dinner to celebrate the launch in Paris this week, where the guest list included Mary Katrantzou, Prabal Gurung, Ohne Titel, Olivia Palermo and Rosie Assoulin.