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Agenda-setting intelligence, analysis and advice for the global fashion community.

Fashion Needs to Rethink Its Ramadan Formula

Middle East retailers are urging global brands to sync with customers’ rhythms during the Muslim holy month and move beyond marketing spectacle to more culturally grounded campaigns.
Regional high-street brands like Turkey-based Ipekyol use Ramadan campaigns to highlight versatile wardrobe options during the Muslim holy month.
Regional high-street brands like Turkey-based Ipekyol use Ramadan campaigns to highlight versatile wardrobe options during the Muslim holy month. (Maison Pyramide)

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For years, Ramadan in fashion meant little more than a capsule collection or a decorative storefront. Then came a

Further Reading

Luxury Adapts to the ‘New Ramadan Rush’

Brands like Dior, Fendi and Valentino have responded to shifting travel patterns as some Middle Eastern customers return to familiar hubs in Europe but others choose to shop closer to home or explore new destinations during the Muslim holy month.

About the author
Shayeza Walid
Shayeza Walid

Shayeza Walid is Senior Editorial Associate covering Sustainability at The Business of Fashion. She reports on fashion's environmental impact, climate accountability, supply chain and labour issues. Based in London, she also contributes to BoF's Global Markets and UK coverage.

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