Fashion for Ramadan: Malaysian designers adapt to ‘cyber Raya’ as lockdown affects business

Malaysians normally celebrate Hari Raya, or Eid ul-Fitr – the end of Ramadan – with family gatherings to which they wear new outfits. Not this year

With shops under closure orders because of Covid-19, fashion designers have adapted their marketing and are looking to online sales

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A look for Ramadan from FK by Farah Khan’s Raya 2020 collection. Malaysian designers are adapting to the lockdown.

Published: 5:30pm, 6 May 2020Updated: 6:05pm, 6 May 2020

Last year, when the world looked very different, Malaysian fashion designers were busy planning their collections for Eid 2020.

The Islamic festival of Eid ul-Fitr follows the holy month of Ramadan. It’s usually a time to gather with family and friends, to eat home-made feasts after a month of fasting, and to wear new clothes. But since mid-March, most Malaysians have been confined to their homes under a nationwide lockdown. Even as the restrictions ease, it looks like reunions won’t be the same this year – and neither will retail.

The festival, known in Malaysia as Hari Raya Aidilfitri, usually drives a surge of sales during Ramadan. This is the time of year when Malaysians plan their outfits for the many social visits of the season.

Local brands work towards this seasonal period for months. But for weeks, clothing stores have been closed to slow the spread of coronavirus. From boutique stores to shopping malls, the fashion industry is taking a hit. Even online shopping is facing challenges, says Giulio Xiloyannis, chief commercial officer of e-commerce platform Zalora. “We anticipate that consumers will prioritise shopping for items they need the most during this social distancing economy instead,” he says.

Looks from Anaabu’s Raya 2020 collection.

Zalora has even started selling household and health-related items on top of its usual mix of fashion and beauty products. Yet Xiloyannis is still optimistic about the Raya season. “While we saw a slump in modest wear sales, and generally all occasion wear, when the first negative news on the effects of the Covid virus hit, we have more recently seen consumer interest pick back up,” he says.

“Particularly with the fasting month kicking off, we saw an uptake in sales for modest wear occasion-related dresses, likely reflecting growing optimism by the general public.”