Burgundy drapery, a long red carpet and a crowd dressed for the occasion set the scene at Paris’s Palais Brongniart on 28 September, as ELIE SAAB and H&M celebrated their forthcoming collaboration. Guests had come for a first look at the collection ahead of its October launch.
The evening’s defining moment, however, arrived from within the crowd: a model appeared in a bridal gown that had not previously been revealed.
The dress made its entrance as singer Robin S performed her 1990s hit Show Me Love. Cut in a mermaid silhouette, it featured a dramatic train and a twisting off-the-shoulder neckline, with a hand-embroidered veil completing the look. It is a meaningful addition to a collection of embellished evening gowns, lace separates and sharply tailored pieces. Bridalwear has long been part of ELIE SAAB’s world, and its inclusion brings one of the house’s most recognisable traditions to a new audience.
Images: Courtesy of Elie Saab
The reveal mattered as much as the dress itself. Rather than presenting it separately in a formal unveiling, the brands sent the bride through the party while the music played. For a moment, the announcement became part of the celebration, capturing the pleasure of dressing up that runs through the collaboration.
Among the guests were Amelia Gray, Gabbriette, Iris Law, Anok Yai, Imaan Hammam, Lila Moss, Marisa Abela and Calum Harper. The evening also brought together familiar faces from the region, including Salma Abu Deif, Razane Jammal, Yasmina El Abd, Stephanie Atala, Jessica Kahawaty, Lama Alakeel, Mayan El Sayed and Mused Alsaqer. DJ sets by Kim Turnbull, Inès Rau and Ella Knight added to the party atmosphere.
Image: Courtesy of Elie Saab
Paris was a fitting place for the celebration of ELIE SAAB’s work, while the strong regional presence in the room was a reminder of where the house began and the audience that continues to follow it. Through H&M, its familiar language of embroidery, eveningwear and precise tailoring reaches more wardrobes. The bridal gown gave that idea its most romantic expression.
The ELIE SAAB H&M collection, including the bridal gown and veil, launches online and in the UAE, Kuwait and Riyadh on 22 October 2026.
