ABU DHABI, United Arab Emirates —The fashion cognoscenti’s best-kept secret has officially landed in the Middle East. The Frankie Shop — the insider label beloved by editors, influencers, and style mavens from New York to Paris — has brought its coveted minimalist aesthetic to Abu Dhabi’s shores in a buzzy two-week pop-up that’s generating serious fashion FOMO across the region.

The temporary retail space marks the brand’s first physical footprint in the Middle East — a strategic milestone orchestrated through a collaboration with the Abu Dhabi Investment Office. To kick off the opening, a star-studded lineup of The Frankie Shop’s celebrity clientele, including actress Kelly Rutherford, model Joan Smalls and fashion icon Farida Khelfa, descended upon the emirate.

Far from a typical pop-up, The Frankie Shop’s temporary home in Abu Dhabi is a sleek concrete structure with dramatic light wells cutting through a modernist facade. Designed by L.A.-based creative agency Perron-Roettinger, it translates the brand’s signature modern aesthetic into a three-dimensional experience that reflects The Frankie Shop’s bold simplicity and creates an Instagram-worthy backdrop that has already flooded social feeds across the region.

Gaëlle Drevet, founder of The Frankie Shop, created a special collection of 50 designs specifically for the Abu Dhabi market which incorporates the signature power-shoulder silhouettes, refined textures, and chic day-to-night ensembles that have become the brand’s calling card. “I try to incorporate tradition and modernity, which is kind of what the city is also trying to do,” Drevet told WWD about the Abu Dhabi collection. “Middle Eastern women really appreciate fashion.”

“Frankie is a confident woman on the go, using fashion as a tool without letting it define her,” Drevet said, describing the Frankie woman. “She wants to reveal, but without revealing too much. She will use fashion, but fashion is not going to wear her.”

Beyond fashion, the pop-up features an impressive lineup of lifestyle and design collaborations, including 48 Collagen Café at The Frankie Coffee Shop, a special illustration by Tulip Hazbar paying tribute to Abu Dhabi, hanging palm tree carpets designed with regional creative Cheb Moha, and a curated selection of Karen Wazen sunglasses presented with customized pouches. “I didn’t want to be like the Westerner just landing in Abu Dhabi,” said Drevet. “It was important for me to showcase and give a platform to local talents.”

The collaboration is part of Abu Dhabi’s broader vision to affirm its place on the global luxury stage. “Abu Dhabi has long embodied the values of refinement, culture, and elevated taste that define the world’s leading luxury destinations,” said Noura Al Foulathi, head of retail at the Abu Dhabi Investment Office. “We are not trying to catch up, we are already here. Now it’s about showing the world what we have cultivated and where we are heading over the next 50 to 100 years.”

“The essence of luxury has always been deeply rooted in Abu Dhabi; from our rich heritage to our refined aesthetic sensibilities,” said Al Foulathi. “What makes this moment with The Frankie Shop so meaningful is not only that it marks their first presence in the region, but that they have created something truly bespoke for our community. Their willingness to go beyond crafting an exclusive collection just for Abu Dhabi reflects how global brands are recognizing the city as a key destination for elevated, world-class experiences and launching their exclusives.”

In terms of expansion, Drevet said she is not quite looking at having a boutique in the region yet. “I want to remain a niche brand, but hopefully with global relevance. It’s being the best-known secret.”