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The Tommy Hilfiger Ramadan Collection is Coming—But Will it Resonate with Middle Eastern Ladies?

Coming to Tommy Hilfiger stores in Bahrain, Kuwait, Qatar, Saudi Arabia, the UAE, and Egypt on May 25th, the Tommy Hilfiger Ramadan 2016 collection is a limited edition, 15-piece line featuring maxi dresses, skirts, a bolero, and accessories. The offering is exclusive to the Middle East, and comes in rich navy blue, crimson red, and ivory hues—the brand’s colors—and features chiffon, lace, and satin crepe fabrics embellished with delicate metallic accents. While this is the third, consecutive Tommy Hilfiger Ramadan collection for the Middle East, the House only appears to tip-toe around the traditional abaya and kaftan silhouettes favored by women in the region. The “maxi” dresses feature hourglass silhouettes and even the names of some of the pieces such as the “Nikkita” dress and “Lavinia” sandal come across as branded for Eastern European women—not Arabs. Tommy Hilfiger is clearly targeting our market, so why would the American designer not propose a collection that will resonate with Muslim women celebrating the Holy Month of Ramadan? Ultimately, the entire collection—featured above—displays a Western design house’s off-kilter interpretation of Middle Eastern modest dressing. As for the beautiful little girl dresses with full skirts and wide bows—those are certain to get snapped up.

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