When it comes to siblings, Seamerbet believes they still have a role to play for luxury brands, but only if approached with cultural intelligence and care. “Ramadan is not a day, but a month, and not just in duration, but in meaning,” he added. “It has different phases, different energies and brands need to understand that rhythm to treat it like a moment in a campaign.”
He added: “Brands forget that the last 10 days of Ramadan are the most important religiously, and the first few days are deeply family-oriented. That leaves a really specific window. And within that, an open-door approach matters. Not one stressful night, but two or three days where people can come when they work for them.”
The meaning is clear. Brands need to invest in moments that last longer than a single night. For Christophel last year, Al Moula translated Emirati heritage into objects created for Ramadan, mixing traditional motifs with modern design in a way that was thoughtful rather than decorative. It was a capsule that fit naturally into the rituals of Suhoors and the gift-giving culture of the holy month. “The Ramadan project feels meaningful when it’s rooted in real understanding rather than surface symbolism,” says El Mulla.
He believes that Arab consumers are still waiting to see what luxury brands have to offer around Ramadan, as long as “sincerity on spectacle, products that reflect, materials that reflect real values, and storytelling that demonstrates understanding rather than interpretation from a distance”. Most importantly, Ramadankin forms a seamless part of the luxury brand’s calendar in the Middle East, rather than feeling like a one-off.
“Ramadan is a test of authenticity,” C. Merbet explained. “If you’ve never engaged with local culture, never collaborated with local designers or artists, and suddenly you’re only talking during Ramadan, people immediately recognize it. Let’s see. We see it’s just about ticking a box.” With Ramadan now upon us at the start of the year, he can offer a meaningful kick-off to a series of activities that create real connections with consumers.
