There’s been growing conversation around how Ramadan is being packaged and sold like any other festival on the calendar. Each year, brands roll out familiar symbols in an attempt to connect with the region. But while some stop at surface cues, others look inward. They pay attention to the values, the pace, the family dynamics, the discipline and joy that shape the month across MENA.
At the same time, we’re seeing a shift towards collaborative storytelling. Campaigns and capsule collections are increasingly built in partnership with influential voices who already embody a brand’s values, making the narrative feel more personal and grounded. Think Nojoud Alrumaihi with Malone Souliers, Mouawad in collaboration with Amna Al Habtoor, or Steve Madden bringing together regional names like Logina Salah, Nas, Khulood and our debut cover star Ameni Esseibi in one frame. This shift is giving us more campaigns that feel like shared narratives.
This roundup focuses on the campaigns that went further. The ones that tapped into something lived and recognisable. Storytelling that feels rooted in the region rather than designed from the outside looking in.
BIRKENSTOCK
Celebrating the moments that define Ramadan, BIRKENSTOCK makes the effort not to pinpoint the beauty of Ramadan into one defining moment. Instead, the campaign is structured around four phases—Ramadan Anticipation, Ramadan Immersion, Eid Preparation, and Eid Celebration—that truly hum with the rhythm of the season. With this intention, their Ramadan campaign is filled with heart, from narratives to the product fabrics to the finishing, accented touches.
Level Shoes
Focusing on the individual behind the products, Level Shoes’ Ramadan campaign came along with its third edition of Come Together, the brand’s portrait series that spotlights duos, families, and creatives shaping contemporary culture and style. The series is a simple yet heartfelt one built on shared visions and energy. Each video is shot in the cast’s home or neighbourhood, highlighting the nuances of the region. And with each video comes a story, a deeper understanding of relationships and ideas. Within it all is the dressing: intentional, curated, and spotlighting limited edition capsules and exclusives from the likes of René Caovilla, Malone Souliers, Magnanni, and more.
Adidas Arabia
Adidas has never been shy to rep modesetwear but their latest campaign comes with a fresher, more emboldened take. In a palette of creams, browns, and pinks, the latest campaign spotlights not just the MENA woman, but the modest MENA woman. She’s spunky, she’s cool, she’s effortlessly stylish, and she does it without showing too much, instead allowing her presence to speak for itself.
Malone Souliers x Nojoud Alrumaihi
Collaborating with Saudi tastemaker, and our current crush, Nojoud Alrumaihi, Malone Souliers reimagines the spirit of Ramadan, putting a colour, thought, and motif to it. With sculptural frameworks, jewel-toned palettes, and bespoke details, the collaboration is a refined mix of flats and heels designed to transition seamlessly from intimate iftars to festive gatherings. The partnership signals a contemporary Ramadan, and by extension, a contemporary Middle Eastern woman à la Nojoud Alrumaihi.
Mouwad x Amna Al Habtoor
Mouawad’s Ramadan 2026 campaign sees the house collaborate with Emirati entrepreneur and Founder of Arcadia Fragrances, Amna Al Habtoor, for Light of Grace, a powerful tribute to connection and craft. Centred on the idea of gifting light as a symbol of care and presence, the visuals pair high jewellery with the Flower of Eternity collection, framing adornment as an expression of reflection, generosity, and shared moments during the holy month.
Piaget
Scattered around board games and playing cards, Piaget’s Ramadan campaign might look odd at first, but the narrative resonates. Inspired by the traditions of Ramadan evenings, the campaign comes alive just as communities do during the Holy Month. Focusing on the unspoken yet memorable moments of conversation and play, Piaget uniquely highlights how their refined pieces integrate.
Steve Madden
Steve Madden’s latest campaign brings together regional stars Logina Salah, Nas, Khulood, and our debut cover star, Ameni Esseibi, all in one frame. Highlighting their individuality as well as connection, the campaign honours the diversity and strength of the women in the region. Not only that, this Ramadan campaign also channels the spirit of charity, donating a pair of shoes to people of determination with each purchase during the Holy Month.
Fabric of Society
With the mix of celebrations, get-togethers, appointments, and rituals that Ramadan brings, dressing for the moment can get complicated really fast. Which is why Fabric of Society’s Ramadan edit goes the versatile route, offering fluid yet refined pieces that can go from a quiet Suhoor to a boisterous Iftar. With relaxed silhouettes, intricate lace detailing, and draping that enhances the body, not drowns it, this edit dresses the woman who moves with the season. What we loved most about this presentation was its willingness to think beyond the expected, moving away from the predictable desert backdrops and lantern motifs.
