Luxury department store Harrods has revealed its latest Ramadan and Eid campaign committed to thoughtful, intentional luxury with customers at the heart of every decision.
The campaign runs from 20 January to 20 March, encompassing the full seasonal journey from pre-Ramadan anticipation through to Eid celebrations, and is designed for audiences who observe Ramadan and celebrate Eid, both within the UK and across Harrods’ core GCC markets, with a particular focus on culturally engaged, luxury-minded customers and private shopping clients.
Harrods is collaborating with Arabic talent and creatives for the campaign. The brand is partnering with Dubai-based creative studio Bigsea.tv, alongside award-winning fashion and luxury photographer Mazen Abusrour and art director Serge Asaad.
Together, they captured a visual narrative that blends Harrods’ iconic Art Deco grandeur with the contemporary modest styling of campaign tastemaker Nia Amroun, creating a dialogue between heritage and modernity. The brand also partnered with local talent, including Ahmed Al Najjar for styling, and Kenza Bia for make-up artistry.
Additionally, Harrods has also partnered with brands that offer both exclusivity and cultural relevance, including Qinwan (Qatar), Amouage (Oman), Kayali (UAE), Somewhere Café (UAE and KSA), alongside its event partnership with Fashion Trust Arabia.
The campaign is being activated across a carefully balanced mix of earned, owned and paid media, aligned with the rhythms of the luxury brand’s audience and the transition from the reflective spirit of Ramadan to the celebratory nature of Eid.
It is also being brought to life across Harrods’ own ecosystem, including Harrods.com, social platforms and the Knightsbridge store environment through curated content, in-store storytelling and immersive retail moments.
This is complemented by collaborations with regional tastemakers and a targeted digital media strategy designed to ensure relevance and visibility across key GCC and international markets.
Each channel was selected to support a cohesive storytelling journey, combining emotional resonance, cultural authenticity and commercial relevance.
From immersive in-store experiences to editorial content, influencer collaboration and digital amplification, the strategy ensures Harrods is present at every meaningful touchpoint throughout the Ramadan and Eid season, reinforcing both brand affinity and consideration.
The campaign’s success is evaluated through a combination of quantitative performance and qualitative brand impact. This includes reach, engagement and audience interaction across channels, alongside customer sentiment, commentary and the overall affinity generated through the campaign experience.
CREDITS:
Client: Harrods
Creative direction and production: Bigsea.tv
Photography: Mazen Abusrour
Art direction: Serge Asaad
Styling: Ahmed Al Najjar
Make-up artistry: Kenza Bia
