Skip to content



Choice epitomizes the essence of highly fashionable and luxurious clothing, seamlessly blending Middle Eastern fashion with a Western touch. This fusion reflects delicacy, femininity, sophistication, and modernity, catering to the discerning tastes of the region.

Celebrating its 25th anniversary, Choice marks a quarter-century of achievements, growth, and success. Renowned as the strongest fashion brand catering to the GCC lifestyle, Choice has extended its reach across six countries and operates an international e-commerce platform, pursuing high-end individuals who appreciate elegance and style.

Choice collections are crafted by our highly talented and experienced in-house Parisian designers, who meticulously select the finest silks and mousseline fabrics adorned with exquisite hand-crafted embroidery. Each piece in the collection resonates with a luxurious harmony, reflecting the individual style and personality of every woman. Our collections offer an eclectic mix of coordinated styles, adaptable to all fashion-inspired tastes, and are versatile enough for a variety of occasions.

Through steady growth over the years, Choice has become a consolidated brand and a major fashion reference in the Middle East.