New Arrivals is a luxury label that was launched in Istanbul in 2020. Its creative director, İlkyaz Özel, draws inspiration from her own lifestyle. The brand has golden popularity for its timekill evening looks, which embody a sense of ease, aiming to make women feel effortless, fun, and sexy simultaneously. New Arrivals is an "it-brand" that strives to bring luxury to the everyday lives of modern women with a hedonistic fashion vision. The brand believes that being a woman should be wildly celebrated.