In 2016, we reported that Ramadan has been increasingly seen as a “shopper’s holiday”, and mounting evidence in the past two years has only gone to prove that point. A recent study shows that three quarters of people in the UAE plan their larger purchases to coincide with the holy month. And it makes sense. With shorter working hours, increased amounts of leisure time, and longer evenings spent with friends and family, shopping to prepare for various iftars and upcoming Eid celebrations ramp up. The data backs this up in a big way. Not only does social media usage in the region surge during Ramadan, but also online shopping, to an increase of 43 percent.
As the “Ramadan Rush” – as it’s known in marketing circles – continues to surge, so do outside marketing efforts to target the region. A few years ago, it was astonishing that brands like Dolce & Gabbana, Burberry, and Michael Kors would create specific, Ramadan-oriented collections exclusively for shoppers in the Middle East that were filled with flowing abayas and kaftans. Now, it’s part of the landscape.
With retailers such as Net-a-Porter releasing special Ramadan edits with exclusive products, the likes of Marks & Spencer creating Ramadan collections, and both major and emerging brands honing in on the Ramadan shopper with kaftan- and abaya-oriented releases, there are now more options than ever for shopping during Ramadan.
While we’ve already told you where you can find Ramadan 2018 collections by regional designers, we have yet to touch on the topic of releases by international brands – until now, that is. Below, you’ll find some of the bigger, Middle East-exclusive launches for Ramadan 2018 by international brands and retailers.
H&M 'LTD' Collection
Debuting just in time for Ramadan on May 24th, H&M has readied its first-ever modest line called the H&M ‘LTD’ collection, with the first campaign starring Arab model Nora Attal. H&M’s affordable fashions are perfectly suited for Ramadan – breathable kaftans, silky kimono-style robes, and breezy separates are all included in the line-up.
The H&M ‘LTD’ collection will only be available online, starting May 24th.
When it comes to Ramadan, Net-a-Porter pulls no punches. In fact, it taps its most popular, heavyweight brands to create exclusive capsule collections for the holy month. This year, the selection is an absolutely outstanding mix of luxurious printed kaftans, elegant floor-sweeping gowns, lightweight separates by brands like Mary Katrantzou, Erdem, Oscar de la Renta, Marchesa Notte, and many others.
You won’t find these looks anywhere else but Net-a-Porter.com.
This contemporary fashion brand based in Toronto has only just emerged on the scene, and it already counts celebrity devotees like Meghan Markle, Catherine Zeta-Jones, and Mindy Kaling. Why are people flocking to this label? Because Greta Constantine knows color. And fit. The clothes are lively, eye-catching, and flattering to the female form – and not just one version of the female form, at that. With one of the most vivid Ramadan releases on the list, Greta Constantine has quickly earned our respect for how it handles kaftan designs. We’re totally smitten.
You can shop the Greta Constantine Ramadan 2018 collection exclusively at Etoile “La boutique” stores in Dubai, Riyadh, and Kuwait.
Another non-regional brand placing a contemporary spin on modest styles for the Ramadan season is Lelloue. This new luxury resortwear brand has dropped a truly spectacular collection that is exclusive to the Middle East. Filled with glamorous elements like fully sequined looks, feathered trims, and darling ruffles, it manages to imbue modest fashion with a daring ‘60s vibe.
You can shop the Lelloue Ramadan 2018 collection here.
Fashion and art collide at Spanish maison Purificacion Garcia. For Ramadan 2018, this delightful emerging brand turns its attentions to sophisticated, modest silhouettes done in luxurious fabrics and creative design motifs – think: garments that unfold to reveal playful prints. Purificacion Garcia’s Ramadan collection also includes accessories like chic pouches, embroidered bags, and elegant earrings.
The Purificacion Garcia Ramadan 2018 collection can be found at its boutique in Mirdif City Center.
With the kind of clothes you’ll want to live in all summer long, Massimo Dutti has found the perfect formula for the sizzling Middle Eastern summer – and it just so happens that this pitch-perfect collection is an ideal match for your Ramadan wardrobe needs. With the collection focused on modest lengths and featherweight fabrics, you’ll want to wear these looks long after the holy month has ended. Also included are stylish footwear and handbag options.
The Massimo Dutti Ramadan 2018 collection is available in stores across the Middle East.
BCBG Max Azria
In search of stylish statement pieces for Ramadan? Look no further than BCBG Max Azria’s Ramadan 2018 collection. Floral blooms and shades of sage, peach, and dusty blue speak to the nature-inspired heart of the release. Featured on flowing dresses, kaftans, and lightly layered skirts, this colorful collection also spotlights fabulous embellishment and embroidery details.
The BCBG Max Azria Ramadan 2018 collection is available in stores across the Middle East.
Michael Michael Kors
Michael Kors is back for the second time with a collection that honors Ramadan. Focused in his Michael Michael Kors diffusion line, this capsule collection features 19 pieces, including six handbag styles (like the ‘Mercer Studio’ and patterned ‘Jade’) that are exclusive to the Middle East.
The Michael Michael Kors Ramadan 2018 collection is available in stores across the Middle East.