During the holy month of Ramadan, luxury brands are embracing the spirit of the occasion by launching exclusive collections tailored for the Muslim population. Ramadan, which started on April 2, holds great significance in the Islamic calendar and is observed through fasting and prayer. It is also a time of celebration and gift-giving, presenting a perfect opportunity for luxury brands to attract consumers.
The luxury market in the Middle East faced a decline in consumer spending due to the Covid-19 crisis in 2020. However, with the gradual recovery of the market and the recent Dubai Expo 2020 drawing millions of visitors, luxury brands are now seeking to boost sales during Ramadan.
Stella McCartney, the London-based designer, is paying homage to Ramadan with her ‘Crystal Exclusives’ collection, launched on April 2. The collection features two standout pieces for the summer season: crystal-encrusted fishnet mules and a mini shoulder bag. These accessories can be found in stores in Dubai, Kuwait, Riyadh, London, Paris, and Milan.
Christian Dior has also created an exclusive capsule collection for Ramadan, released on March 17. The collection showcases flowy silhouettes and iridescent colors that accentuate the female figure. It is available in stores across the Middle East, as well as select pop-up stores in Dubai, Kuwait, and Riyadh.
Louis Vuitton, renowned for its luxury accessories, continues its Capsule Ramadan collections with a range of ready-to-wear pieces for women. The collection includes timeless items like the Capucines Mini bag and the small leather trunk in black and emerald green. It has been available since mid-March exclusively in the brand’s network of stores.
Tory Burch, an American brand, has unveiled a capsule collection exclusively designed for the Middle East. This collection features metallic gold and blue leather goods, including a clutch bag that will only be purchasable in Gulf Cooperation Council (GCC) countries.
Tommy Hilfiger has also released a special Ramadan collection called ‘The Oasis’, marking the sixth collection dedicated to the holy month. The brand offers pastel-colored garments for women and girls, including long poplin dresses and loose-fitting ensembles with a bohemian-chic spirit. The collection is available in Europe, GCC countries, and also online.
Italian fashion house Etro has created a capsule collection called ‘Arabesque Paisley’ as a tribute to Ramadan. The collection encompasses clothing and accessories made from light and delicate fabrics such as silk and crepe de Chine. It will be available from April in the brand’s online store, as well as selected stores in Europe, Asia, and the United States.
By catering to the Muslim population during Ramadan, luxury brands not only acknowledge the significance of this holy month but also aim to capture the spending power of this consumer segment. With the recovery of the luxury market and the allure of exclusive Ramadan collections, these brands are expected to experience sales growth during this festive period.
Useful links:
1. Vogue Business: The surge of luxury Ramadan collections in 2020
2. Middle East Eye: How luxury brands are adapting to Ramadan amid coronavirus
