NET-A-PORTER celebrates modest fashion with the most covetable international and local brands, in honor of the month of Ramadan. The campaign captured by local creative talent is complimented by unique editorial content created to reflect the interests and needs of NET-A-PORTER communities in the Middle East while NET-A-PORTER’s newly enhanced platform offers personalized merchandising. A specialized in-market Personal Shopping team completes the full-service proposition.
NET-A-PORTER’s local team shot in the capital’s “garden city” – Al Ain, UAE. The imagery pays homage to the symbolic Arabian landscape and roots in one of the world’s oldest inhabited settlements and UNESCO Heritage Site. As part of a new shopping experience specifically designed for the Middle East market, customers are offered dual language search in their respective local currency.
Bringing together Taller Marmo, SemSem, Johanna Ortiz, Reem Acra, Halpern, Louisa Parris, Carolina Herrera, Jenny Packham, Rasario, Alex Perry and more, the exclusive designs create the ultimate wardrobe for demure dressing. Designs reflect the needs of the local customer, whose searches for maxi and midi dresses increase by 80% during the Ramadan period.
Halpern adds modern romance to flowing dresses in power palettes. Crafted locally, SemSem offers signature simplistic elegance in an exclusive regal gold jumpsuit. Channeling understated luxury, Carolina Herrera and Rasario offer the ideal Ramadan closet upgrade with regal structured floor skimming dresses.
Sharing her inspiration behind the Ramadan collection, Johanna Ortiz mentions “I wanted to create two signature pieces to celebrate such a special occasion. Tunics are always present in my collections; elegant & effortless, they are my favorite looks in my closet. Palm trees and delicate embroideries decorate sustainable fabrics making these tunics a perfect “day to evening” look for Spring.”
Taller Marmo’s designs represent the progression of the modern customer “For this collection, we imagined an ultra-chic woman attending small gatherings with her family and close friends, wearing fluid luxurious kaftans in soft hues like sand, ivory, blush and baby blue.”
SemSem’s Creative Director Abeer al Otaiba talks through her inspiration for the exclusives on NET-A-PORTER: “This season, I felt called to focus on the unwavering strength of women. Ramadan is a special time of refection and self-awareness – an opportunity to hit refresh, embrace our surroundings and give back to others. It is my hope that this collection encourages women to own their strength and approach each day with confidence”.
Ramadan is a special month for me and this Ramadan collection and campaign feel very close to home. The collaborative process of working with these amazing local and global designers and shooting the campaign in Al Ain perfectly captures the aesthetic and mood of the collection: beautiful, soothing, grounding yet inspiring; and that’s how we see our customers celebrating Ramadan this year with NET-A-PORTER ArabiNisreen Shocair, CEO YOOX NET-A-PORTER, Middle East.