Singapore – E-commerce platform ZALORA is blending style into modest wear in its ‘ZALORAYA 2025’ campaign. The new campaign is redefining modest wear in the midst of Ramadan, weaving modernity with tradition.
‘ZALORAYA 2025’ builds on the Ramadan tradition of donning festive attire for family gatherings.
Through a short film, ZALORA captures a stylish family wearing its curated collection, turning heads within their neighbourhood. The feature film incorporates humour through characters like a social media sensation grandma and a dad father clad in a contemporary biker look.
Employing an omnichannel strategy, ZALORA moves beyond the digital space to physical pop-up events in Malaysia, Indonesia, and Singapore.
ZALORA’s first-ever physical store will be set up in Kuala Lumpur, where a kampung-inspired fashion show will also be held. Its event in Indonesia will feature homegrown brands, tapping into the market’s national pride. Meanwhile, it will conduct a styling session in Singapore.
As ZALORA champions innovation, it is bringing back designer Syomirizwa Gupta with ‘Lé Chic Raya’ collection, fusing French and Malay heritage.
While promoting inclusivity, ZALORA is introducing plus-size clothes for men under ZALIA Basics. It also introduced an outfit series designed specifically for coordination between cats and cat lovers, called the Lubna Meow Series.
ZALORA’s new collections continue to promote sustainability using eco-friendly and timeless materials, ensuring that festive garments can maintain their wearability even outside of the Ramadan season.
“Fashion is about confidence, joy, and inclusivity. ZALORAYA 2025 celebrates this core cultural experience by offering stylish, accessible options for every family member,” Neha Bhasin, regional brand communications director at ZALORA, said.
