I moved to Dubai two-years-ago, in 2023, right before Ramadan, expecting a religiously enriching experience rooted in cultural history. Growing up in India, where Indian Muslims make up 14.2% of the population, Ramadan looked fundamentally different. It was more communal than commercial, more modest than extravagant. It revolved around home-cooked iftars shared with family and friends, late-night prayers at the local mosque, and the simple joy of spotting the moon that would herald Eid-ul-Fitr. Since moving to the UAE though, I noticed a profound difference in how the Holy Month is experienced, seemingly existing within an avalanche of abundance. While the city moves at a slower pace during the day— shorter work hours, curtains on most restaurant windows, no music in public— at night, the city transforms into a realm of exorbitance.
If you’re part of Dubai’s media landscape, there’s no avoiding the commercialized reinvention of Ramadan, immersed in excessive branding and hollow spectacles. You can also expect an inbox full of exclusive brand campaigns, iftar and suhoor invites weeks in advance. Group chats will be inundated with questions like “What are you wearing for the (insert random fashion brand) suhoor?” to “Are you invited to this beauty brand’s iftar?” Plush hotels in the city will be ornamented with blinding lights, decked in crescent moons of all sizes, scattered in every nook and corner. Beach clubs and fine-dining restaurants will turn into branded playgrounds, creating visual clichés in the name of immersive experiences that somehow always seem to miss the mark.
Over the last few years, Ramadan has been cosplaying as the Christmas of the Middle East. It is the season of modest marketing campaigns, exclusive events, and conspicuous consumption, starting from the slew of collections typically rolled out during this month. While the attempt to recognize the Middle East as an important market is a step in the right direction, the repetitiveness of predictable aesthetic shortcuts while designing and shooting these campaigns makes the lack of cultural context painfully obvious. The unsurprising color palette of green, blue, and gold makes an appearance in most collections. Abstract versions of the moon, stars, and the signature palm trees will find their way onto each and every silhouette through print or surface ornamentation. Redundant messaging about reflection and inner-peace are also consistent culprits on all the glossy press releases one typically sees, reads, or receives.
The question that nobody seems to be asking is: what specific steps do international brands need to take to connect with the consumer beyond superficial representation? I found the answer from a creative entity deeply integrated into the fabric of this region, namely Dubai-based Lebanese designer Dima Ayad. “Incorporate local talent and cultural nuances in the campaigns! I’m a fan of collaborations. Not only do they expand the reach for designers, they also show how astute global brands are in this region. This would be the ideal time to collaborate once or twice, create regional exposure, and get a better, more rooted, understanding of Ramadan,” she explained. “Most collections seem too removed from the core of their brand DNA, which isn’t necessarily conducive since consumers want to buy the brand they love with an ode to Ramadan. To add, it is very important for everyone to know that Ramadan collections are not only to be worn for those 30 days but to be worn throughout the year and feel like a coveted limited-edition collection.”
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Ayad’s insight shines a light on a path built on a collaborative approach, bringing together a global perspective with local expertise. She further emphasized the specific guidelines a brand can adhere to for an authentic collaboration. “DO collaborate with regional talent. DO make the collection feel like a limited-edition, very coveted piece. DO NOT deviate from your brand’s DNA. Make the collection feel like an extended part of the brand. DO NOT have all the campaigns shot in the desert.”
As soon as I heard the last point, I quickly checked the campaign imagery from various collections, and the customary desert backdrop stuck out like a sore thumb— a visual cliché that strongly indicates a lack of research and imagination. Brands that truly understand the region would know that the majority of the urban population does not reside in Denis Villeneuve’s Dune. If anything, it boils down the diverse Middle Eastern experience to a single orientalist viewpoint barely anyone relates to or with.
The few campaigns that have understood the assignment this year are the ones that have gracefully moved away from these tired tropes. Tiffany & Co.’s Hands of Love campaign for 2025 captures a fresh narrative, breaking free from formulaic Ramadan imagery. This time around, the luxury label decided to ditch the overused desert landscapes and shifted the focus of the campaign to the intimate, shared moments of family life during the holy month. The HardWear piece, placed delicately on hands preparing meals, eating food, and offering gifts, eloquently wove the essence of Ramadan and fine jewelry through interactions those observing the religious celebration hold closest.
LOEWE’s Silver Capsule Collection also stood out as a result of its accurate approach and representation of the holy month. By picking a pan-Gulf cast— including Saudi filmmaker Sarah Taibah and Emirati director Sarah Al Hashimi— the Spanish brand provided many regional voices with a platform of their own, drawing audiences in through familiarity, and a genuine showcase of the culture, and moment, they seek to push forward.
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Jimmy Choo also proved that luxury campaigns can embrace the spirit of the Holy Month without feeling forced or performative. Through a thoughtfully executed campaign, featuring Ikram Abdi— one of the first hijab-wearing models to achieve prominence in high-fashion and international fashion weeks— her involvement showed a commitment to authenticity over tokenism, as well as a credible reflection of the market the campaign, and collection, is being designed for. On other fronts, FENDI’s Noor capsule collection and Loro Piana’s geometric patterns inspired by Islamic ceramics show promise in their attempt to integrate cultural elements thoughtfully without resorting to stereotyped clichés.
Meanwhile, Milanese luxury leather goods label Valextra unveiled the exclusive Iside Mesh bag in Millepunte leather and palladium-hued brass mirroring of traditional Arabic latticework found in Mashrbaiya architecture. It’s a simple, stylish nod to the region’s architecture that feels considered rather than performative—proof that subtle references can go a long way when they’re done with care.
On the flip side, Palestinian-Chilean singer and songwriter Elyanna is the face of Coach’s Ramadan campaign this season. The choice of artist does reflect a genuine intent to celebrate Arab heritage and artistry. Although her Arab identity does bring legitimacy to the campaign, it is important to note that she is not a Muslim artist. It raises a nuanced point about the cultural complexities and the lack of religious observance that is crucial to the celebration of Ramadan. It’s not a linear progression, rather a fluctuating movement best described as one step forward, two steps back.
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Besides the visual optics (which aren’t even the central objective), Ramadan is intended to be a time for inner transformation and introspection. The purpose of fasting, which involves experiencing thirst and hunger from dawn to dusk, should serve as a reminder of all the privileges we tend to take for granted. When you abstain from all worldly pleasures, it creates a space within you for spiritual connection, and reflection with the divine. Charitable giving is another pivotal aspect of the month, as it reinforces your duty and responsibility towards those in need (zakat). But are brands, who are creating and leveraging the sanctity of this month, truly engaging with these values, or simply capitalizing on them? Too often, it’s the latter. Ayad suggests a more meaningful approach: “As brands co-brand beach clubs, they can co-brand a majlis, they can give back to a charitable organization with proceeds to help the needy, and they can help build a community throughout the region.”
Unlocking the core values of Ramadan should involve more charitable initiatives, more community building, and creating more spaces for connection and reflection. A deep shift in perspective is needed to move beyond surface-level representation and toward authentic action. This isn’t to dismiss the commercial aspects of contemporary celebrations— tradition evolves, and adaptation is natural and ultimately inevitable. However, evolution should serve to enrich the spirit of the month, not dilute it. A truly successful Ramadan campaign or event can embrace commercial opportunities while honoring the deeper spiritual significance— proving that commerce and culture don’t have to be at odds when approached with thoughtfulness and respect.
