On May 30, Spaniard fast fashion brand Mango launched a full-fledged Ramadan collection. The brand launched a few looks last Ramadan as well, but this year marks a complete collection. Composed of 45 pieces, the collection includes “jackets, kaftans, leggings, tunics and oversized shirts, in addition to festive outfits including long dresses, midi skirts in fantasy fabrics and double-layer body wraps,” WWD reports. According to the few pictures available, the pieces are loose, flowy, and are able to be layered for extra modesty.
I have one gripe with the Mango Ramadan collection. We’re always down for modest clothes offerings and love the inclusion of our culture. But Ramadan collections like Mango’s are never offered here in the U.S, nor in Europe, which both have a large Muslim population.
Brands choose to sell only in Arab countries where they assume the audience–and the size of their pockets–is larger. There’s a market right here in the U.S! But brands, due to poor market research, usually fail to recognize that.
Some, like Mode-sty’s editor Zahra Al Jabri found Mango’s Ramadan collection underwhelming, to say the least. She complains of the restricted availability too, but also cites three other problems.
Al Jabri says that these Ramadan collections are too casual, too immodest and not timed correctly.
Enter Burberry’s Ramadan collection. Described as “A collection of special occasion dresses and our unique runway bag, The Patchwork,” this collection seems to be the most understanding of the Muslim woman’s needs. It even extends offerings to men and kids. The Burberry Ramadan capsule collection is available at the Mall of the Emirates but also at burberry.com, where customers world wide will actually be able to view and make a purchase. For their first Ramadan collection, Burberry performed pretty well, probably better then all of the other offerings we’ve had in the past year. Most of the dresses are floor-length and long sleeved, not to mention absolutely stunning. This collection is one of the best I’ve ever seen, Ramadan or not.
Mango’s efforts are appreciated, but with collections appealing to Muslim consumers on the rise, designers may want to put in a little more market research on this new audience, and not just stop at that $484 billion figure.
Too truly be branded a “Ramadan” collection, brands should take care to make clothing less casual, more wearable for the average Muslim (we need sleeves!) and available to Muslims everywhere. And remember, “Arab” is not synonymous with “Muslim.”
The collection is at a much higher price point, but Eid-Ul-Fitr does come right after Ramadan. This Burberry collection is a serious contender for your Eid gift wish list.
Check out my faves below.