Saturday night marked the beginning of Ramadan, a month-long period of daily fasting observed by Muslims worldwide.
DKNY, which recently launched a Middle East website and has several stores in the region, is targeting that demographic even further with its inaugural Ramadan collection and coordinating campaign. According to Savoir Flair, it's the brand's first ever regionalized campaign.
The collection consists of conservative-yet-summer-appropriate pants, blouses, skirts and dresses in festive colors and prints. The campaign is fronted and was styled by Middle Eastern fashion personalities Yalda Golsharifi and Tamara al Gabbani. Golsharifi is a fashion editor based in L.A., Kuwait and Iran, according to her Instagram bio, while al Gabbani is a designer and TV presenter based in Dubai.
It's probably a really smart move on DKNY's part. Not only is the Middle East home to many of the wealthiest people in the world -- just about every global brand is expanding there at the moment -- but there is a huge shopping rush in the weeks surrounding Ramadan, specifically. Wealthy Middle Easterners are apparently flocking to shopping destinations (London especially) to shop to their heart's content pre-Ramadan. London retailers have dubbed this period the Ramadan Rush.
If destination-shopping has become de rigeur, it's safe to assume Ramadan observers are shopping a lot within the region as well. Hence DKNY's readily available, limited edition collection just for them.
For more info, head to DKNY.com.