Online fashion luxury retailer Net-a-Porter has launched its most expansive Ramadan edit to date. Powered by localization capabilities, the newest collection takes into account data insights that show an increased demand not only for regional talent but also more inclusive sizing, new tailoring, and more lifestyle products, bringing a 30% increase in the number of exclusive designs in the Ramadan edit in comparison to last year. The most coveted regional ready-to-wear brands including Reem Acra and Taller Marmo, are joined by homeware brands such as Nimerology as well as fine jewelry brands like Ananya.
Over the last few years, Net-a-Porter has been bolstering its link to the Middle East through continuous localization efforts promoted by Net-a-Porter Arabi. With numerous opinion leaders highlighting Arab women’s triumphs and ambitions alongside successful launches of designers like Elie Saab, Net-a-Porter aims to broaden their offering.
For its seventh Ramadan campaign, Net-a-Porter’s enlisted a team of local talent who took the shots in the passageways of Dubai’s Al Fahidi District. The picturesque location pays homage to Ramadan festivities and nostalgia through dramatic silhouettes and Arabesque characteristics. The upcoming edit will feature exclusives from Elie Saab, Marchesa Notte, Rasario, Reem Acra, and many more, giving customers a unique edit of the collections in time for the Holy Month.
Highlights include Taller Marmo’s successful ‘one size’ pieces, kaftans, and breezy occasionwear silhouettes, while Jenny Packham and Marchesa Notte present statement designs as floor-skimming dresses and regal capes. Reem Acra and Oscar De La Renta are also offering an upgrade to the structured kaftan that can be worn through Eid.
Nisreen Shocair, CEO Yoox Net-a-Porter, Middle East commented, “Two years into the journey of Net-a-Porter Arabi, we’re finally heading towards our north star. This Ramadan campaign offers a message of inclusivity, optimism and kindness. 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.”