Sunday, July 06, 2014

DKNY Ramadan Collection – A Stroke Of Marketing Genius?

DKNY, part of the LVMH Group, has just launched a new fashion line. The DKNY Ramadan Collection consists of halal couture. The stunning designs cover arms and legs and have modest necklines.

The collection (styled by two prominent Middle Eastern fashionistas Yalda Golsharifi, fashion editor of Styles Magazine, and Tamara Al Gabbani, a fashion designer in Dubai) fuses high fashion with conservative design. Both women are popular bloggers and also modeled the collection including for the #DKNYRamadan campaign.

The 12-piece collection includes summer favorites with a conservative yet modern slant such as long, flowing dresses and skirts, printed tops and floor-length skirts, classic black-and-white separates, jumpsuits and pants and long-sleeved and three-quarter-length jackets and shirts.

Each piece conveys the modesty many Middle Eastern women strive for without skimping on fashion. Pakistani writer Bina Shah lauded the collection in The Independent stating that the clothes “walk the fine line between cosmopolitan and conservative, luxurious and ostentatious. The fabrics drape around the body, encasing the curves that nature gave Middle Eastern women without making them obvious, or attempting to disguise them in bag-like abayas.” High praise indeed!

The timing is impeccable: Ramadan, the holy month of daylight fasting observed my Muslims around the world started on July 5 and will end on July 28.

It’s the first time that a New York-based brand launched a regionalized collection and campaign. The pieces are only available in stores in the Middle East, but you can check out the full 12-look collection at

But the question remains: did DKNY make a smart marketing move?

No comments: