Ramadan has commenced, reeling in the community celebrations and religious traditions. Prominent luxury fashion houses, fine jewellery brands, and high-end e-tailers have also decided to enter the festivities by creating impactful Ramadan campaigns to tribute to this holy month. We’ve compiled the most influential photoshoots and videos from these luxury campaigns that spotlight the region’s inspirational public figures and picturesque landscapes.
BVLGARI
In honour of the holy month, Bvlgari created a film sequel to its successful 2021 Ramadan campaign: BVLGARI – the Roman Jeweler. For its 2022 Ramadan film, Italian jeweller brings back its leading character “Sofia,” who takes the film’s audience on a journey through the region to appreciate the culture and the enchanting beauty of local landscapes. The result is a fine short film that pays homage to the traditions and natural splendour of the Middle East in time for Ramadan 2022.
Loro Piana
Loro Piana worked with Emirati artist, Mattar Bin Lahej, to create a Ramadan capsule collection this year. The theme of Loro Piana’s Ramadan 2022 capsule collection was love, which is embossed in Arabic on the collection’s fabrics using a font that Mattar Bin Lahej created. The brand shot an editorial campaign and a video to promote the collection, celebrating the holy month with a fine tribute that blends heritage and fashion.
Miu Miu
Miu Miu recognized Ramadan and Eid this year with its Gla-Miu-rous 2022 collection: a cheery edit of ready-to-wear, bags, shoes and accessories curated for the celebration. The brand launched Gla-Miu-rous 2022 with a campaign comprised of portraits captured by the Dubai-based talent, Dima Al Sheikhly. These portraits combined Miu Miu’s collection with traditional rugs for the backdrop as a homage to the culture and artisanship of the region.
Explore the collection here.
Tiffany & co.
This classic jewellery brand celebrates Ramadan with its latest campaign: Tiffany Thursday. It’s a unique initiative that combines the fine workmanship of the New York-based company with the artistic vision of regional talents: Saudi entrepreneur Yara Alnamlah, fashion personality Lama AlAkeel, celebrity stylist Sausan AlKadi, TV presenter Ftoon AlJarallah, and rally driver Mashael AlObaidan. Each Thursday, one of the participating local talents will post a photo wearing a piece from the Tiffany HardWear and Tiffany Knot collections as part of the brand’s highly edited curation for Ramadan. Look out for this Tiffany Thursday, which will continue from now until the end of the holy month.
Discover the Tiffany & Co. collection here.
CARTIER
Cartier celebrated Ramadan this year by launching its official video campaign: Togetherness is a Jewel. The Maison included four of its regional brand ambassadors in the video, each of whom has positively impacted their community throughout their lives. From the prominent Saudi filmmaker and actress Fatima Al-Banawi to Ramla Ali, the first female boxer in Somalia (and the first Somalian boxer to compete in the Olympics). The brand’s campaign highlights the core values of the holy month, such as union, solidarity, and love. It also corresponds to Cartier’s deluxe Ramadan shopping edit, which includes fine jewellery, handbags, fragrances, and more.
The brand stretched its celebration with an installation at Al Khazzan Park, Dubai and an installation at Manarat Al Saadiyat, Saadiyat Island. The installations are called Al Manama (meaning place of rest) and are a Majlis idea that was developed in part by Emirati Architects and Urbanists, Ahmed and Rashid Bin Shabib. It’s a contemporary take on traditional architecture made to honour the special connection Cartier has with the UAE.
Explore the Cartier collection here.
Etro
This Italian fashion brand leaned into the natural splendours of the desert for its Ramadan capsule collection: “Arabesque Paisley.” The paisleys in Etro’s Ramadan line materialize in detailed patterns, crafted using micro pearl embroidery on lavish fabrics like silk and crepe de chine. These fabrics come in rich shades of pink and blue to evoke the notion of enchanting sunsets and evenings spent beneath the starry atmosphere of the desert. Embracing the natural landscape through clothing is this brand’s way of saying, Ramadan Mubarak.
Discover the collection here.
Messika
“Lailat Messika” is the special Ramadan 2022 jewellery collection created by Valerie Messika, the founder of the eponymous French jewellery label, Messika. To launch the collection, the designer joined six regional women who are making headway in their industries for a Suhoor. According to the designer, each of the dinner guests represents the qualities and values of the Messika brand and each is as special as the precious stones in the collection. This lineup includes director, Abdulla Al Kaabi, and photographer, Moez Achour, who documented the evening–and what a perfect celebration to remember.
View the full collection and dinner video here.
Level Shoes
Level Shoes wants to celebrate the holy month off on the right foot. The Dubai-based footwear e-tailer developed a campaign around its latest initiative: The Ramadan Boutique. The campaign surrounding the boutique features a diverse cast of regional and global talents, like Muhammed Sultan and Mthayel Al Ali. Level Shoes shot the campaign in rich cultural settings during the day to highlight tradition and moved to new skyscrapers for the nighttime portion of the campaign shoot. According to the brand, mixing elements of old and new was the perfect way to feature their diverse talent. Level Shoe’s dedication to inclusivity within its campaign echoes one of the most important sentiments of Ramadan: togetherness.
Discover the brand’s Ramadan Boutique here.
