E-commerce platform ZALORA launches ZALORAYA 2025 campaign to blend tradition and modern style, featuring events and a film highlighting festive attire across Southeast Asia.
E-commerce platform ZALORA has launched a new campaign aimed at redefining festive fashion for the Hari Raya celebration, titled “ZALORAYA 2025.” This initiative seeks to blend tradition, creativity, and omnichannel innovation, targeting the modest wear customer base across Southeast Asia.
At the core of the ZALORAYA 2025 campaign is a short film that captures the universal experience of dressing up for family gatherings during Hari Raya. The film features a stylish family and their relatives who gather to inquire about their festive attire. As the plot unfolds, an accidental mishap leads to the discovery of numerous parcels from ZALORA, revealing the family’s secret to their fashionable look. This approach not only highlights the significance of communal celebrations but also addresses common conversation topics such as tailors and fabric choices during festive occasions.
ZALORA has stated that all outfits displayed in the film are sourced from their curated collections, positioning the platform as a premier destination for fashion-forward modest wear. The campaign extends beyond the film, featuring several fashion experiences and pop-up events across various markets, including Singapore, Malaysia, and Indonesia.
In Malaysia, a kampung-inspired fashion show occurred from February 7 to 9 at The Starhill in Kuala Lumpur. This event included the work of 13 designers, such as NH by Nurita Harith and Syomirizwa Gupta. Notably, attendees had the opportunity to make purchases directly on-site while engaging in community-themed activities accompanied by special performances.
Meanwhile, in Indonesia, ZALORA collaborated with the Bangga Buatan Indonesia initiative to present a fashion show at Kota Kasablanka in Jakarta, showcasing brands like Ria Atelier and Embara. Open from February 21 until March 2, the event also allowed customers to shop directly at the venue.
In Singapore, the brand partnered with the Singapore Fashion Council for an intimate styling session at Design Orchard, designed for shoppers keen on the intricate details of collections. This session is scheduled for March 7 to 9, catering to discerning consumers who value craftsmanship.
The campaign also marks a significant move for ZALORA as it introduces plus-sizes for men through the ZALIA Basics line, aiming to make stylish and comfortable Raya attire accessible to all. Additionally, the company is launching a playful collection for pets, titled the #LuubnaMeowSeries, ensuring that furry companions can embody festive spirit alongside their owners.
Neha Bhasin, regional brand communications director at ZALORA, spoke about the initiative in an interview with MARKETING-INTERACTIVE, stating, “By popular demand, we are thrilled to introduce the #ZALORAYA2025 pop up this year, where customers will be able to purchase their baju Raya (‘Raya clothing’) offline for the very first time in Malaysia and Indonesia.” She added that the curated collection would also be on display in Singapore for customers to experience the clothing in person before making online purchases.
Furthermore, she highlighted the importance of ensuring proper sizing and fit for outfits during the festive season, explaining how this initiative aims to enhance the shopping experience for customers. Bhasin emphasized that the ZALORAYA 2025 campaign is designed to empower customers to celebrate Hari Raya with confidence, joy, and inclusivity through accessible fashion options for every family member.
As part of its ongoing narrative, ZALORA’s previous campaign featured a film focusing on timeless traditions, showcasing the story of two sisters who discovered their shared history through clothing choices during the festive season.
Source: Noah Wire Services
