Luxury e-tailer YOOX has launched its first campaign in the Middle East that features local creatives Yas Vocals and Sultan Musaed, honouring the spirit of celebrating Ramadan together.

The collection comprises a mix of trendy modest-wear in vibrant colours and offers a nod to the strength and free-spiritedness of Gen Z in the Middle East. Shot at the newly-renovated ​​Le Meridien Mina Seyahi resort in Dubai, the campaign positions YOOX as the multibrand platform of choice for fashion, design and art.

The edit features brands including Dolce&Gabbana, Balenciaga, Valentino, Off-White and 8 by YOOX, the e-tailer’s own label, alongside mini fashion for children by Burberry and Moschino, and Dolce&Gabbana.

YOOX’s impeccable range of homeware and gifts by brands like Fornasetti, Jonathan Adler and Raawi reflects on its diverse and universal design language. The campaign will be brought to life in the digital realm with a dedicated edit on YOOX’s website.