DKNY has just launched a brand new collection called “DKNY Ramadan”.
It’s been designed by two digital socialites, Yala Golsharifi, fashion editor for Styles Magazine and Tamara Al Gabbani, fashion designer in Dubai.
A daring collection as it plays with Ramadan. Who said that fashion could not match faith?
The general idea is to provide to Muslim women some outfits which are both convenient for this special month while it does fully hide feminine body. A great example of inspiring Modest fashion.
The collection is supported by a smart communication campaign, asking the models what’s their favourite Ghabka destination (an event made to connect and socialize) or their favourite places for Sahur (the first meal before the sun awakes)
DKNY focuses on the joyful part of Islam instead of insisting on some austerity cliché when it comes to religion.
DKNY explores a territory that not so many brands want to enter, fearing hostile reactions. Yes, faith is not the enemy of womanhood. Yes, being Muslim and liking fashion can work hand in hand. A
Now it’s time to look at which consumers are going to buy this collection: are they women living between L.A. and Dubai or is the collection dedicated to more “hardcore” countries?
Sales will tell the truth!