Her Highness Princess Noura bint Faisal Al Saud
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- Milken Institute25 min
Luxury in the Middle East & Beyond: Cultivating Collaboration & Creativity | MEA Summit 2025
Stephanie Phair, Her Highness Princess Noura bint Faisal Al Saud, Michael Chalhoub, Gstaad Guy, Thomas Khoury
The Stardew Media group launched a satirical "bad guy" brand seven years ago to penetrate the top 5% of luxury consumers by leveraging humor to build trust with skeptical high-net-worth individuals, a strategy that successfully drove immediate sell-outs for partners like Loro Piana. Complementing this media success, the Shalhoub Group renewed its 25-year partnership with Louis Vuitton and launched the progressive resort lifestyle brand JL in Riyadh to reposition Saudi entrepreneurship on the global stage through community-focused real estate and sustainable production models. Together, these initiatives highlight a shifting luxury landscape in the Middle East where authentic local talent, government collaboration, and experience-driven strategies are reshaping industry standards against the backdrop of rapidly shortening consumer attention spans.