Farfetch, the online shopping platform, is launching an exclusive edit for Ramadan, showcasing the work of 30 international fashion designers, including some of the biggest names from the Gulf.
Alongside pieces by Dolce & Gabbana, Oscar de la Renta and Stella McCartney, sits Abeer Al Otaiba's label SemSem and its sassy tie-dyed jumpsuits, and Lebanon's Sandra Mansour, the label that recently helped smash preconceptions about the region with its H&M tie-up.
Also included on Farfetch is Taller Marmo, which was founded in Dubai but has since shifted its headquarters to London, and the popular Dubai label Bambah, which brings its vintage-inspired looks to the site, with a charming array of floral and pastel kaftans, and dresses, including the Leila floral print kaftan, with its oversized blooms and bell sleeves.
Shatha Essa brings its fluid kaftans, while baruni offers its sweeping kaftans with lettuce-hem sleeves and a dazzling evening trouser suit in dark metallics.
Speaking of the launch, Edward Sabbagh, managing director of Farfetch Middle East, said: “For the coming Ramadan season we wanted to ensure we could deliver a take on modesty with an Only on Farfetch angle by working with a variety of global and local brands across core categories that we know to be in demand during the period.”
As well as fluid, longline dresses and kaftans, there are lustrous shoes (think Rene Caovilla), shimmery clutches and evening shoulder bags by Karl Lagerfeld and Rosantica, and even gleaming jewellery from the likes of David Yurman, Yoko London and Susan Caplan Vintage, with its collection of vintage 1980s pieces.
To bolster the link to the region, the advertising campaign was even shot in Dubai by Francesco Scotti, and styled by Warren Leech.
“At Farfetch, we aim to curate the customer journey to their needs and keep exclusive options fresh and unique," continued Sabbagh. "We listen, we study the customers' shopping trends and we react to it in what we believe to be the best fusion of supply and culture.”
Sitting alongside the regional names are international favourites such as Chopard, Proenza Schouler, JW Anderson and Off-White that together offer a directional take on modest wear that is ideal for the coming celebrations.
