Net-A-Porter launches biggest ever Ramadan initiative
today Apr 3, 2019
To mark the lead up to Ramadan next month, Net-A-Porter is launching a dedicated campaign and a curation of 17 exclusive capsule collections. The move reflects the increasing importance of the Middle Eastern market and the modest fashion movement to the luxury sector, something we saw last month when major rival Farfetch invested in The Modist.
Brands that have released exclusive capsules for the Net-A-Porter initiative include Dundas, Rasario, Reem Acra, Oscar de la Renta, Ralph & Russo, Jenny Packham, Naeem Khan, Carolina Herrera, Galvan, Louisa Parris, Marchesa, Marchesa Notte, Safiyaa, Talbot Runhof, Mary Katrantzou, Haider Ackermann and Etro.
The launch also comes with an eveningwear-focused campaign shot by Alex Franco in Marrakech and starring model Saffron Vadher. Also included in this are fine jewellery brands Buccellati, Selim Mouzannar and Anissa Kermiche, with the e-tailer having dived deep into the upscale jewellery sector in recent periods.
Net-A-Porter’s global buying director Elizabeth von der Goltz said that “interest in special pieces designed specifically for Ramadan alongside modest fashion in general has increased significantly over the past few years, not only in the Middle East, but globally.”
And it’s interesting that while the company has offered special capsules for Ramadan before, this year’s curation is the retailer’s largest edit to date.
The capsule will drop on the site throughout April and May.
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