Fashion brand DKNY has launched its first regional ad campaign in the Middle East focusing on its first proper Ramadan collection. Earlier, the company had launched a regional web shop as well.
'Cosmopolitan glam' for Ramadan rush
The 12-piece collection mostly consists of jumpsuits, long dresses, coats and long-sleeved shirts. Two popular fashion Middle Eastern bloggers, Yalda Golsharifi and Tamara al Gabbani, have collaborated to create the collection and according to DKNY it is based on "cosmopolitan glam". At this moment, customers can only buy the collection in the Middle East.
The Ramadan period, which started on 29 June this year, has also had its effect on London's "high-end" department stores. A new trend, called Ramadan Rush, arose which has bumped turnover 60 % at the more expensive department stores in London in this particular time frame. In the Ramadan Rush, many wealthy Middle Eastern citizens decide to spend a lot in the fashionable British capital right before or after the Ramadan.