Many Muslim women build entire wardrobes specifically for Ramadan, with the Islamic holy month becoming an independent season for fashion trends.
Luxury etailer Net-a-Porter said that last year 65 percent of its total revenue during Ramadan came from clothing.
With that in mind, The London-based company will offer an edit this Ramadan season, featuring tailored pieces from homegrown labels made exclusively for the Middle East.
The collection will feature exclusive designs from over 27 regional and international names, including Lebanese womenswear designers Reem Acra and Elie Saab, US designer Carolina Herrera and bridal designer Marchesa Notte.
The capsule coincides with the company’s Ramadan campaign, which was shot in the historic Dubai district of Al-Bastakiya.
Nisreen Shocair, CEO of YOOX Net-a-Porter, said: “This Ramadan campaign offers a message of optimism, kindness and happiness, all of which represent the sustainable values of the holy month. The exclusive product offering this year is bigger and more colorful than ever to truly capture the spirit of the occasion.”
In addition to modest and contemporary kaftans, maxi dresses and loose-fitting designs, the company’s Ramadan edit will offer fine jewelry and homeware.
Over the past two years, the company has been strengthening its links with the region by localizing its efforts for Net-A-Porter Arabi with local and regional designers and creators.
Last year, the e-commerce site made its Middle East debut with a localized platform available in both Arabic and English, and a mobile app and website, which has been customized to suit Middle Eastern consumers.
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