Indeed, the economic potential of the Muslim consumer market cannot be overlooked. With a global Muslim population exceeding 1.8 billion and growing, brands have recognized the immense opportunity for growth and profitability by tapping into this demographic. By launching dedicated Ramadan collections and campaigns, brands can engage with Muslim consumers on a deeper level, fostering loyalty and brand affinity.
Today, it’s no longer uncommon to see leading fashion houses and retailers rolling out elaborate Ramadan fashion campaigns, complete with curated collections featuring modest yet chic designs tailored specifically for the occasion. From haute couture labels to fast-fashion brands, the evolution of Ramadan fashion campaigns from obscurity to ubiquity underscores a broader shift within the fashion industry towards inclusivity and cultural diversity. What was once considered a niche market has now become a mainstream phenomenon, reflecting the changing dynamics of global consumerism and the power of representation in fashion.
American luxury jeweler Tiffany & Co. is one of the most recent brands to embrace the spirit of the holy month, launching a new Ramadan campaign, choosing to champion the values synonymous with this special moment of the year, notably emphasizing family, love, and togetherness.
The campaign features a short film starring house ambassador Nancy Ajram, who beautifully showcases many of the high-end label’s emblematic pieces, including the Bird on a Rock pendant — a diamond-encrusted piece first created by late French jewelry designer Jean Schlumberger in 1965. Having quickly become a metaphor for the stability that family provides as well as a symbol of boundless optimism and joy at the time of its release, the accessory epitomizes the sense of freedom that comes with expressing one’s self authentically and with confidence.
“Bird on a Rock is more than a magnificent piece of jewelry for me, it serves as a connection to love,” the Lebanese icon shared. “Perched on its beautiful rock, the bird is a powerful symbol of freedom and stability. My loved ones, especially my family, are my rock. They at once ground me and give me wings, so that I am free to put my heart into everything I do,” she added.
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In the recently released advertorial, images of Ajram are overlaid with lush calligraphic brushstrokes in Tiffany’s eponymous baby-blue ink, courtesy of multidisciplinary artist Carla Salem, who accentuates the poetic nature of the campaign, evoking a sense of timeless beauty and sophistication.
Throughout the film, other remarkable pieces by Tiffany & Co. designed by Jean Schlumberger are showcased, such as the Flame earrings crafted in platinum and yellow gold adorned with diamonds, the Stitches bracelet featuring platinum and yellow gold with diamonds, and the renowned Sixteen Stone ring crafted in platinum and yellow gold embellished with diamonds.
