Dubai is one of the world’s most visually striking fashion capitals. From ultra-modern architecture and desert backdrops to luxury hotels and sun-drenched beaches, it offers endless creative potential. But, while shooting fashion content in Dubai can deliver show-stopping results, it also comes with a unique set of challenges.

At Endless, we’ve experienced first-hand that producing a seamless fashion shoot here requires far more planning than simply turning up with a camera. Below, we break down the key obstacles to consider when organising a fashion shoot in Dubai and how to plan around them.

1. Permits Are Non-Negotiable

One of the biggest hurdles when shooting fashion content in Dubai is securing the correct permits. Unlike many other global cities, filming or photographing professionally in public or semi-public spaces almost always requires official approval.

Permits may be needed for:

• Public beaches and promenades

• Hotels and resorts

• Shopping malls

• Desert locations

• Residential areas

Even when permits are approved in advance, unexpected issues can still arise on the day. Security guards at different locations may not have visibility of approvals, meaning you may need someone on-site whose sole responsibility is to liaise with security teams throughout the day. This can significantly slow down shooting schedules if not anticipated.

Endless tip: Always carry physical and digital copies of permits and factor in extra time for location negotiations.

2.  Crowds & Commercial Activity

Dubai is a global business hub and tourist destination, meaning many visually appealing locations are busy from early morning until late evening.

Popular shooting locations often include:

• Tourists stopping to watch or photograph

• Pedestrian traffic walking through frames

• Nearby businesses continuing as normal

This can disrupt clean shots and slow down production. Early call times help, but even sunrise shoots don’t guarantee empty locations.

Endless tip: Build crowd management into your expectations rather than fighting it, sometimes movement and energy can enhance the final imagery. Or have plan B locations in mind so that you have  a back up please on the day of the shoot.

3. Extreme Weather Conditions

Dubai’s heat is no small consideration, particularly for fashion shoots. For much of the year, temperatures regularly exceed 40°C, creating challenges across the entire production.

Impact on Models

• Heat exhaustion

• Shorter shooting windows

• Reduced comfort in layered or structured looks

Impact on Hair & Makeup

• Makeup breakdown due to heat and humidity

• Increased need for touch-ups

• Hairstyles dropping quickly outdoors

Professional hair and makeup teams are essential, along with shade, hydration, and cooling breaks.

Endless tip: Schedule shoots during cooler months where possible (November to March) and prioritise early morning or golden-hour time slots.

4. Styling & Fabric Considerations

Not all fabrics perform well in Dubai’s climate. Heavy materials, synthetic blends, and dark colours can absorb heat quickly and lose their structure.

When planning a shoot:

• Choose breathable, heat-friendly fabrics

• Consider how materials photograph in harsh sunlight

• Plan quick outfit changes to reduce heat exposure

Endless tip: Ensure you have a stylist who understands these potential issues with different fabrics so there is no hold up. 

5. Cultural Awareness & Dress Codes

Dubai is modern and fashion-forward, but cultural sensitivity remains important. Certain public areas require more modest styling, particularly around residential communities and religious sites.

Understanding where bolder looks are appropriate avoids unnecessary interruptions or location issues.

6. Logistics & Team Coordination

Logistics in Dubai can be surprisingly streamlined if you plan carefully. For our Endless Energy Shoot, having our HQ near to each of the shoot locations made a huge difference. Each shooting spot was within walking distance, allowing us to use our HQ as a base for:

• Hair and makeup touch-ups

• Outfit changes in air-conditioned comfort

• Garment storage in a cool environment

Clear call sheet planning ensured everyone knew their responsibilities and timing, reducing downtime and confusion. We also set up dedicated WhatsApp groups for each shoot, making real-time communication seamless.

Endless tip: Combining proximity, clear scheduling, and easy communication channels turns potentially complex logistics into smooth, efficient operations.

Final Thoughts: Is It Worth It? 🤍

Despite the challenges, fashion shoots in Dubai deliver an aesthetic that’s hard to replicate anywhere else. The contrast between luxury, landscape, and light creates imagery that feels elevated, aspirational, and globally relevant.

With the right planning, flexibility, and local knowledge, Dubai becomes less of an obstacle and more of a creative advantage.

At Endless, we believe that understanding these challenges is what allows truly standout fashion content to come to life and wow, we are so proud of our Endless Energy Shoot that will be launched anytime now…