There’s less than a month to go until Ramadan – the Holy Month where Muslims fast daily – begins, so we can expect to start seeing the annual Ramadan campaigns trickling in from high fashion brands and retailers. The first on our radar comes from Shopbop, the popular American e-tailer that delivers designer fashion worldwide. Shot in the garden of a quaint estate in Madrid, the Shopbop Ramadan campaign puts the spotlight on timeless modest silhouettes: a tunic dress by Tory Burch, a striped, pleated midi dress by Zimmermann and a luxe satin pyjama suit by Acne Studios, among others.
While many Western retailers have jumped on the “Ramadan” bandwagon, Shopbop was one of the first to recognise the importance of catering to its Muslim and Middle Eastern clients:
In 2017, Shopbop partnered with online fashion magazine Savoir Flair and Dubai-based modest fashion blogger Saufeeya Goodson (@saufeeya on Instagram) to promote its Ramadan offerings. Oriental rugs and bedouin-inspired props made up the backdrop of the shoot, which featured Saufeeya in decadent outfits such as a printed Diane von Furstenberg maxi dress, a Tibi shoulder-cut-out dress paired with a white turtleneck and white pants and a Melissa Odabash kaftan with embellished Rochas shoes.
modesty: A fashion paradox
For 2021, there are plenty offerings for the Holy Month on the website’s special Ramadan edit section, which houses on-trend cottage-core dresses and blouses by Ami, Meadows, English Factory, Sister Jane and byTimo, easy-to-wear tiered dresses in tones of fuschia and camel by Merlette and MinkPink and glamorous occasion wear by The Vampires Wife and Ulla Johnson. A minimalist, demure green dress by Tibi and colour-blocked shirt-dress by Lee Mathews are sure to be best-sellers, while a crisp white midi dress with voluminous sleeves by Sea is a delightful marriage of comfort and style.
Here are some of our favourite dresses and handbags from the edit:
A watercolour floral dress by Rixo has this writer’s name all over it. (*brb – adding to cart*)
Browse and shop the full Shopbop Ramadan edit online here.
