Ramadan capsule collections from luxury Western fashion brands include flowing kaftans and fluid separates, as well as glamorous maxi dresses. They are increasingly targeting the wealthy Middle Eastern market.
In a Ramadan style spread published earlier this month, Cosmopolitan Middle East declared that “you’re going to be the most stylish person at each iftar and suhoor you attend.” The magazine was referring to meals eaten before and after a daily fast in the Muslim holy months.
Luxury brands, from Louis Vuitton and Versace, have released handbags, shoes, sunglasses, and clothing in a variety of pastels, florals, and embroidered patterns.
Gucci’s Ramadan 2023 collection, “Nojum”, is inspired by stars in the night sky. It features deep purples, daywear for men, and options of clothing.
“Luxury brand know more about our local culture now, our Islam.” In the window displays of luxury brands, you can see abayas or jalabiyas as well as Ramadan and Eid Collections. This was said by Moza el-Katbi when she was shopping at the Mall of the Emirates.
Feriale Faraj, an Iraqi living in Jordan who was visiting her sons in Dubai, was also enjoying the shopping in this opulent centre.
“I am happy when I see something like this. “It’s nice to promote this if we can afford to buy,” she said admiring the Dior- and Louis Vuitton-displays.
“Western isn’t just the most beautiful fashion, oriental fashion is also gorgeous,” she said.
Ramadan collections have become increasingly popular in recent years. This trend reflects how the Middle East is becoming a market of importance for fashion companies, with consumers that are more demanding and who spend the most money in the entire world.
Influencers in the region are gaining more power, and women play a greater role in the workplace.
The region is particularly attractive to brands because of its strong economic prospects, low inflation, and the post-pandemic shift in international luxury spending.
She added that global brands are also interested in diversifying, because Europe’s economy is vulnerable to the effects of the Ukraine conflict, and Covid-19 policies in China have caused uncertainty in this major market for luxury products.
– Avoiding cliches –
While some luxury shops clearly brand their collection for Ramadan while others merely refer to “this sacred season” or the “special time of the Year”.
Some tags refer to the Middle East by using phrases like “starry nights” or “a thousand one nights”.
Sofiane Si Merabet is the founder of Karta, a cultural marketing company based in Dubai. She highlighted the difficulties of balancing the “commercialisation of Ramadan” with the cultural appreciation of such a key moment.
“Some brands are quick to use cliches like the moon, camels and the woman in the dunes. We can bend the rules, but it depends on how they’re done.
“What is fundamental when we talk about Ramadan is authenticity… and not hyper-commercialisation. Brands need to rely more on local artists and communities than Paris.