Net-a-Porter’s Ramadan edit for 2021 is like a balm for the soul. Set at UNESCO world heritage site Al Ain Oasis in Abu Dhabi, the imagery pays homage to symbolic Arabian landscapes with roots in one of the world’s oldest inhabited settlements. In the past year, we were mostly indoors, and distinctly deprived of harmony with nature. People yearned to be outdoors again.
In order to achieve a different side of Ramadan for this campaign, the focus on showing the UAE’s beautiful green spaces, braided together with younger, fresher Ramadan collections from Net-a-Porter made this one of the most inspiring Ramadan modest campaigns we’ve ever seen. As one commenter on Instagram noted of the campaign, “‘Demure’ doesn’t mean dull. Elegant, stunning & stylish.”
The diverse ecosystem of the Middle East offers an unexpected side of nature. Maybe the outside world thinks of the region as desert and camels, but we know differently; there’s so much more to the Middle East than meets the eye. A lavish oases filled with wildlife and astonishing flora and fauna provided a gorgeous backdrop to the collections along with Al Ain’s Arabesque architectural flourishes. The flowing bohemian dresses, modest silhouetted kaftans and abayas, easeful separates, and discretely glamorous accessories from Net-a-Porter’s Ramadan offerings found their ultimate complement in this serene setting.
Bringing together Taller Marmo, SemSem, Johanna Ortiz, Reem Acra, Halpern, Louisa Parris, Carolina Herrera, Jenny Packham, Rasario, Alex Perry and more, the exclusive designs in the edit create a modest but fashion-forward wardrobe for the Ramadan season. Halpern adds modern romance to flowing dresses – which are highly sought after during the Holy Month – in power palettes. Crafted locally, SemSem offers signature simplistic elegance in an exclusive regal gold jumpsuit. Channeling understated luxury, Carolina Herrera and Rasario are the ideal Ramadan closet upgrade with regal structured floor skimming dresses.
The colorful pieces in the edit popped against a bright, verdant backdrop of green plants and Arabic elements. Nature was a distinctly central element to the Spring/Summer ‘21 collections, putting this campaign in perfect alignment with dominating seasonal trends.
Shop SF’s pick of the best modest flourishes to add to your Ramadan wardrobe this season.