OVS Brings Its Italian Fashion Universe to Dubai Mall

Italian fashion group OVS has chosen Dubai Mall for its GCC flagship, introducing its House of Brands concept to one of the region’s leading shopping destinations. Spanning more than 2,500 square metres on Level 1, the new store brings together fashion, accessories, lingerie and beauty under one roof, with a selection of pieces created exclusively for the UAE market.

Founded in 1972, OVS has grown into Italy’s leading apparel group, with more than 2,600 stores across Italy and international markets. Its offering extends beyond everyday clothing to include a diverse portfolio of brands, each catering to different styles, generations and needs.

The group’s approach is summed up by its motto, “Love People. Not Labels,” which places individuality and accessible style at the centre of its vision. Rather than bringing its collections under a single identity, OVS has developed a House of Brands model that allows each label to maintain its own aesthetic while benefiting from the group’s wider retail and sourcing expertise.

At Dubai Mall, visitors can explore OVS and OVS Kids for everyday fashion, alongside PIOMBO, the label shaped by creative director Massimo Piombo and known for its use of colour, international influences and contemporary Italian style. Les Copains and Stefanel offer more refined interpretations of femininity, while B.Angel and Utopja appeal to younger, trend-conscious shoppers. Activewear brand Altavia and Goldenpoint, specialising in underwear, hosiery and beachwear, complete the fashion offering.

Beauty also has a prominent place in the new flagship. The store houses Shaka in the largest format developed by the group to date, combining its own beauty range with a curated selection of international independent brands and Italian labels.

For OVS CEO Stefano Beraldo, the opening represents a significant step in the group’s international development. The UAE and the wider region are markets in which the company sees long-term potential, and its presence at Dubai Mall reflects its ambition to establish a stronger connection with an increasingly international customer base.

For Massimo Piombo, Dubai offers a fitting setting for his creative vision. Drawing inspiration from travel, art and Italian culture, his collections are designed for a broad audience, bringing together the character of Italian design and an international perspective.