Ramadan, the month dedicated to fasting, intense meditation, and praying observed by followers of the Muslim faith, and Eid al-Fitr, the celebrations marking the closing of this moment of the year, have reached some significant results for the luxury market this year.
Many top-end brands have actually pursued own specific strategies in 2026, aiming to meet 1.6 billion Muslims observed this event by across over 50 countries worldwide and representing an estimated US$144 billion opportunity across Southeast Asia and the Middle East and North Africa.
In particular, this year’s Ramadan presented a unique coincidence, as the event was nearly overlapping with Chinese Lunar New Year celebrations. Such an occurrence compressed two major global retail moments into a single window and intensified competition, recalling consumers’ attention.
Moreover, as the Chinese market is now facing a restructuring, the luxury sector is increasingly prioritizing Ramadan as a major global commercial event.
Unfortunately, the conclusion of the event was also affected by the ongoing geopolitical tensions in parts of the Middle East, which created local disruptions in the market and tourism.
Despite the complex picture, expectations remain strong, and the Middle East and North Africa (MENA) Ramadan economy expects to reach US$66 billion in sales in 2026, with the UAE alone reaching US$16.4 billion (up 9.3% when compared with 2025), as reported by Luxuryinsight, a data-driven research company. Since 2011, the company has provided tailor-made studies and data-driven solutions for the luxury, fashion, and beauty industries.
They expect an about 10% growth in average order values, +6% inbound travel, and retail accounting for 32% of tourist spending in Saudi Arabia, the region’s largest Ramadan market at US$22-24 billion, with religious tourism driving an increase in visitor spending in the sacred cities of Makkah and Madinah.
Luxurynsight noticed that this year’s main approaches revolved around dedicated collections and campaigns. They emphasized themes of calmness and unity, reflecting a shift toward authentic cultural engagement through specialized products and Ramadan-specific capsules.
For instance, Gucci’s Luminous Ramadan and Eid collection focused on themes of reflection, light, and togetherness, drawing inspiration from shared rituals. It offered ready-to-wear pieces featuring fluid silhouettes, precise tailoring, and a harmonious color palette.
These capsules’ aesthetic focuses on quiet elegance, utilizing shimmering details and subtle craftsmanship to define the seasonal offerings, and were presented against a serene backdrop where the transition from day to night is marked by the soft glow of lanterns.
Tiffany & Co. has launched its “Beneath One Crescent Moon” campaign featuring the night sky to explore unity, stillness, and inner reflection.
Its attention focused on an original Arabic poem by Emirati artist Alia Al Shamsi and highlighted symbolic collections like, for instance, Bird on a Rock.
Various other campaigns also leaned into celebrity and cultural collaborations, with brands anchoring storytelling in regional relevance. For example, Miu Miu featured Saudi actress Taleedah Tamer, while Dolce & Gabbana teamed up with Huda El Mufti.
At the same time, brands launched experiential activations, though less numerous than last year, such as Dior’s immersive pop-up at Dubai Mall, for obvious security reasons for the ongoing conflicts in the Arabic countries surrounding it, while greeting Jonathan Anderson as creative director of the iconic French luxury brand.
Luxurynsight Group is a global data-driven analysis platform founded in 2011. It provides a suite of AI-powered SaaS platforms to over 80 luxury, fashion, and beauty groups and retailers, including LVMH, Kering, Richemont, L’Oréal, Dior, Bulgari, and Balenciaga, among others.
It supports its clients with custom-made analytics to optimize decision making in competitive intelligence and marketing, pricing, retail or investment.