In 2019, Victoria's Secret embraced the significance of Ramadan in the Middle East, acknowledging it as a major event akin to Christmas. This holy month is marked by celebrations, gatherings, and special offerings from retailers, including discounts and Ramadan-themed gifts.
During this period, in collaboration with Harper's Bazaar Arabia, we successfully generated content for various platforms, including digital, print, visual merchandising, and store windows. Additionally, we introduced limited-edition packaging for three variants of 'The Mist Collection'
and lantern-style gift boxes that customers could customise.
Our collaboration with Harper's Bazaar Arabia featured a photoshoot with influential Middle Eastern women from diverse fields such as fashion, sports, and beauty. These women donned the black satin robe, which was offered as a gift with purchase during Ramadan. They shared their personal Ramadan stories and what this sacred month meant to them.
This initiative resulted in substantial engagement on social media, particularly in Saudi Arabia (KSA), the United Arab Emirates (UAE), and Kuwait.
