This January, Endless launches their City Girl campaign, its most ambitious campaign yet, a bold visual and cultural statement that rethinking modern womanhood in the city while proving that circular fashion can be just as aspirational and effortless as shopping new.
As Endless steps into 2026, City Girl sets the tone for what’s next: fashion with intention, community with depth, and a future where circular luxury is the standard, not the alternative. By bringing Pinterest-style fashion vision boards to life and setting the benchmark for rental and resale in the UAE, Endless is cementing its position as Dubai’s go-to platform for circular fashion.
The campaign celebrates confidence, individuality, and women lifting each other higher, values that sit at the heart of the Endless community. From book clubs and wellness walks and glam gatherings with their brand partners exclusive to the platform. Endless has built a platform where women can explore every facet of who they are without labels or limitations.
Founder Rosie Gunn explains: “Endless was built on the belief that women don’t exist in one lane and fashion shouldn’t either. Power looks different on everyone, and confidence isn’t about trends, age, or occasion. It’s about energy, intention, and access. City Girl reflects the woman we design for: dynamic, multifaceted, and unapologetically herself.”
Shot in the heart of Downtown Dubai, City Girl captures women moving confidently through the city on their own terms, embodying a central belief at Endless: fashion may change, but energy is endless. Power is not seasonal, womanhood is not one-dimensional, and neither is the Endless woman. Visually, the campaign marks a significant evolution for the brand, positioning circular fashion within a luxury context traditionally dominated by fast fashion and one-off purchases. Against Dubai’s iconic architectural backdrop, the imagery showcases elevated tailoring, statement dresses, exclusive designer bags, reinforcing the brand’s mission to make circular fashion aspirational.
The campaign stars Caroline Labouchere, a global model and advocate for inner confidence, whose philosophy aligns seamlessly with Endless’ message. Known for challenging outdated perceptions of beauty and inspiring women to embrace confidence from within, Caroline embodies the idea that energy, not expectation, defines presence and power.
Rosie adds: “When I started Endless, the goal was simple: make circular fashion just as desirable as shopping new. Luxe, easy, and exciting, without compromise. This campaign finally reflects that vision at the level it deserves.”
Through initiatives like the Endless Power Series, the brand continues to create space for conversations around confidence, self-expression, and women supporting women, both on and off the wardrobe.
