On February 28, 2026, Stephanie Skourti, co-founder of the successful UAE/Jordan-based occasionwear brand Nafsika Skourti, welcomed her baby in Dubai. On that same day, Iran initiated retaliatory strikes on the UAE in response to a prior US-Israel offensive. As she prepared to step away from her business role for maternity leave, Skourti found herself balancing the challenges of motherhood with the demands of running a fashion label during a time of crisis. “It has been a lot to process and navigate,” Skourti reflects, embodying the resilient spirit of her Palestinian roots. “Building on the strong momentum of early 2026, we had exciting plans for March and April.”

To provide some background, Nafsika Skourti creates exceptional clothing. Browsing the brand's collection on Ounass, there isn't a piece I wouldn't wear—if only my schedule and budget allowed. Established in 2014 in Amman, the designs are feminine yet practical, glamorous yet subtle, making bold statements without being overwhelming. They are perfect for elegant Eid celebrations and incorporate regional motifs like olive branch prints. However, Eid 2026 required a more thoughtful sartorial approach. “Eid remains a cherished occasion that many anticipated. Customers are increasingly gravitating towards versatile separates that enhance their existing wardrobes rather than opting for gowns and dresses,” Skourti explains, noting that sales have been affected by ongoing shipping delays and disruptions. Her sister and the brand's creative director, Nafsika, adds, “We fell short of our target in March, similar to many businesses across the industry. But we’re confident we will navigate through this and emerge stronger.”

But what does eveningwear look like during such challenging times? “There’s a resilience and pride deeply embedded in our culture,” Nafsika states. “Even in tough moments, we still dress up, gather, celebrate, and fully embrace life in any way we can. Dressing becomes less about frivolity and more about expression; it signifies strength, identity, and presence. It’s a means of holding onto joy and dignity, even when circumstances are heavy. There’s a collective understanding in our region that life must go on.”

Similar to the impact of Covid, periods of turmoil prompt consumers to focus inward, supporting local industries and uplifting community economies. “I believe we’ll see a renewed emphasis on Middle Eastern brands, but with more intentionality than during Covid,” Nafsika asserts. “That period heightened visibility for regional designers while also changing how people discover and appreciate brands. There’s now a greater demand for authenticity, craftsmanship, and a unique perspective—qualities that regionally rooted brands naturally possess.” With its clear commitment to modest fashion, strategic social listening, and the sister label Hobi Falasteen, which donates 20% of each drop to charity, Nafsika Skourti plays an active role in the cultural discourse. “Being an independent Arab female designer allows me to stay closely connected to our community through direct women-to-women dialogue,” Nafsika shares. And right now, these women remain unyielding, refusing to abandon their gowns and vibrant spirits.

“As a community, including business owners, consumers, retailers, and influencers, we dare to believe in better days,” Nafsika states. “Against all odds, we remain optimistic, as we have a responsibility to nurture our ecosystem. Endurance in this region is second nature.”