DUBAI — The Giving Movement has appointed Rania Masri El Khatib chief executive officer, marking a pivotal moment for the UAE-based sustainable fashion brand as it positions itself for aggressive regional and international expansion.
The appointment brings one of the Middle East‘s most seasoned brand strategists to the helm of a company that has rapidly become a regional success story since its 2020 launch. Masri El Khatib brings more than two decades of experience shaping the region’s retail landscape, including launching Level Shoes, Chalhoub Group’s globally recognized luxury footwear concept. She will focus on strengthening The Giving Movement’s operational foundation while scaling its impact beyond the Gulf.
“My greatest pride and ambition is to see a UAE homegrown brand worn by people across the world,” Masri El Khatib told WWD. “We have the talent, we have the relevancy, and it is our time. This next chapter is about building from the inside out — strengthening our core, staying deeply customer-centric, and fostering genuine connection with the communities we serve.”
The Giving Movement’s flagship at Mall of the Emirates.
The leadership change comes at a strategic moment for fashion retail in the region. The GCC luxury fashion sector grew by 10 percent in 2023, significantly outpacing the global average growth rate of 4 percent, and maintained strong momentum with a 7 percent increase in the first quarter of 2024, according to Chalhoub Group’s 2024 report.
The regional momentum extends beyond the UAE. Saudi Arabia recently unveiled an $80 million fund dedicated to supporting regional brands, signaling direct growth capital opportunities for companies like The Giving Movement. Meanwhile, the UAE leads the global slow fashion movement with a 47 percent market share, aligning with the brand’s “Humanity in Motion” ethos focused on sustainable, locally produced fashion.
The brand is backed by a coalition of regional growth investors including Turmeric Capital and Knuru Capital, both of which expressed confidence in the new leadership structure and market timing.
“The brand’s growth and impact have been extraordinary, and we believe this is just the beginning,” said Khaoula Siddiqi, partner at Turmeric Capital leading value creation. “With Rania’s leadership, The Giving Movement is on track to become one of the region’s defining success stories.”
Alain Dib, CEO and cofounder of Knuru Capital, added: “We share a clear vision with Rania: that the Middle East can build homegrown brands with purpose, ambition and global influence. Her leadership will ensure that purpose and performance grow hand in hand.”
Building on Five Years of Growth
Since launching in Dubai, The Giving Movement has built a significant retail footprint, with 13 stores across the Middle East — eight in the UAE, two in the broader GCC, two in Iraq, and one in Lebanon — while shipping to more than 150 countries. The brand has built its identity around three core pillars: homegrown UAE heritage, the integration of comfort with fashion-forward design, and eco-conscious production. Its charitable mission supports grassroots organizations focused on child welfare, humanitarian aid, environmental preservation and education.
Masri El Khatib’s appointment comes as founder Dominic Nowell-Barnes moves on from his operating role to pursue new ventures. Under his leadership, the locally manufactured brand gave back millions of dollars to charitable initiatives while building a business model that merged purpose with profitability.
“The Giving Movement was built to show that purpose and creativity can drive real change from this region to the world,” Nowell-Barnes said. “Rania brings the vision and depth to take it even further, strengthening its purpose while scaling its impact.”
Under Masri El Khatib’s leadership, The Giving Movement will focus on deepening customer engagement, expanding product innovation, strengthening operational excellence, and growing its footprint across the GCC and into new international markets. The challenge will be scaling distribution while preserving the brand’s commitment to locally made, sustainable fashion and its mission-driven identity.
The combination of fresh leadership, favorable market conditions and strong investor backing should help reposition the brand to compete internationally as consumers increasingly seek purpose-driven labels with genuine regional roots. “Consumers worldwide are hungry for brands with real stories and real impact. We have both,” said Masri El Khatib.
