When it comes to suhoors, Si Merabet believes they still have a role to play for luxury brands, but only if they are approached with cultural intelligence and care. “Ramadan is not a day, it’s a month, and not just in duration, but in meaning,” he continues. “It has different phases, different energies and brands need to understand that rhythm rather than treating it like a single campaign moment.”
He adds: “Brands forget that the last 10 days of Ramadan are the most important religiously, and the first few days are deeply family-oriented. That really leaves a specific window. And within that, the open-door approach matters. Not one stressful night, but two or three days where people can come when it works for them.”
The implication is clear. Brands need to invest in moments that last longer than a single night. For Christofle last year, Al Mulla translated Emirati heritage into objects created for Ramadan, blending traditional motifs with modern design in a way that felt thoughtful rather than ornamental. It was a capsule that fitted naturally into the rituals of suhoors and into the gifting culture of the holy month. “A Ramadan project feels meaningful when it’s rooted in genuine understanding rather than surface symbolism,” Al Mulla says.
She believes Arab consumers still look forward to seeing what luxury brands offer around Ramadan, as long as there is “sincerity over spectacle, products that feel considered, content that reflects real values, and storytelling that shows understanding rather than interpretation from a distance”. What matters most is that Ramadan forms a seamless part of a luxury brand’s calendar in the Middle East, rather than feeling like a one-off.
“Ramadan is a test for authenticity,” Si Merabet explains. “If you’ve never engaged with local culture, never collaborated with local designers or artists, and suddenly you’re only talking during Ramadan, people see it immediately. We see when it’s just about ticking a box.” With Ramadan now arriving at the start of the year, it can offer a meaningful kick-off for a stream of activations that create a real connections with consumers.
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