Endless and So Much Trouble Join Forces to Redefine Luxe Fashion in Dubai

The fashion scene in Dubai is about to get a stylish upgrade as Endless, the UAE’s leading circular fashion platform, teams up with the region’s first multi-experiential fashion house, So Much Trouble. Together, they have launched their second exclusive rental collection that is set to captivate fashion lovers across the city. This highly anticipated collaboration showcases a carefully curated selection of high-fashion pieces from iconic global brands such as Oceanus, Retrofete, Lama Jouni, Isabel Moore, Oseree, Romani, Runaway The Label, and D&G. Now available both in-store and online, this collection invites shoppers to try on and rent some of the most coveted luxury pieces, all while embracing sustainability.

This unique collaboration brings together the best in fashion, offering women access to luxury styles without the long-term commitment. From dazzling cocktail dresses to statement pieces, the collection delivers the ultimate blend of glamour and eco-consciousness. Endless and So Much Trouble are redefining the shopping experience, combining the ease of rental with timeless elegance in a market where fast fashion typically dominates.
Since its launch in 2023, Endless has become a driving force in the UAE’s fashion industry, boasting over 500 sought-after brands. With sustainability at its heart, the platform has been a game-changer in the fashion landscape, offering eco-conscious consumers a stylish alternative. Endless has seen a 450% surge in rentals within 2024, demonstrating the growing demand for sustainable yet chic fashion choices.
Rosie Gunn, Founder of Endless, expressed her enthusiasm: “This collaboration with So Much Trouble is a major step forward in our journey towards a more sustainable fashion industry. It’s about empowering women to make smarter choices without compromising on style. Fashion can be both glamorous and responsible.”
Endless is committed to transforming the way women engage with fashion, offering them the opportunity to rent or purchase high-end designer pieces while supporting a more sustainable future. The platform is dedicated to making luxury accessible in a way that’s both environmentally conscious and stylish.