How the kaftan became a summer bestseller

The same trend is noted by Abeer Al Otaiba, founder of label SemSem. “The kaftan has transcended cultural boundaries to become a global silhouette embraced by women across continents, from Europe to Australia and beyond,” she says. “As a very effortless, elegant, and versatile piece, the kaftan has become a universally appealing fashion choice.”

SemSem sells in the US and throughout the Middle East, with kaftans consistently among its bestsellers. People are buying kaftans year-round, not just for summer. “From vacations to weddings and casual outings, kaftans are becoming increasingly popular for all seasons and occasions,” Al Otaiba says.

From resort wear to the red carpet

Mytheresa works closely with brands ranging from Taller Marmo to Valentino to ensure kaftans are included in exclusive styles. Italy’s Etro, Missoni and Pucci, all known for their resort-friendly approach to fashion and their love of colour and prints, have long embraced the kaftan.

Now, it’s becoming an eveningwear staple. SemSem’s Abeer Al Otaiba says, “Our signature gold silk/metallic plissé kaftan is an absolute favourite with our customers. It comes with a removable belt as well as a coordinating pleated gold metallic headscarf. It’s studded with beautiful Swarovski buttons along the front and moves so beautifully when you walk.”

A key brand in driving the elevation of the kaftan is Taller Marmo, an occasion-focused label that has seen a 50 per cent increase in kaftan sales over the past six months on Net-a-Porter. Founded in Dubai in 2013 by Italy’s Riccardo Audisio and Argentina’s Yago Goicoechea, Taller Marmo went big on kaftans from the start. Initially, that put off international buyers. “It took a lot of time and maybe stubbornness from our side to convince the buyers and the industry in general. At that time, it was all about dressing the working woman and the blazers,” recalls Audisio.