#ZALORAYA2024: Elevating Southeast Asia as the Hub for Modest Wear this Hari Raya

ZALORA has launched its highly anticipated #ZALORAYA2024 campaign, showcasing an exquisite array of festive modest wear collections for the upcoming Hari Raya season. As the demand for modest wear continues to soar across Southeast Asia, this year’s collections from 19 renowned brands, including ZALORA’s private labels ZALIA and LUBNA, along with established and emerging local designers from Malaysia and Indonesia, promise quality, trendiness, and affordability.

Among the highlights of this year’s #ZALORAYA2024 collections are debut appearances from Indonesian labels Ria Atelier and Embara, as well as Malaysian label FM by Fuzana Mokhtaza. The lineup also features exclusive pieces from Malaysian designers Neelofa of Naelofar and Tom Abang Saufi, adding a touch of star power to the festivities.

The campaign kicks off with a heartwarming campaign film that celebrates themes of love, sisterhood, and family, underscoring the enduring traditions that remain timeless. Through the story of two sisters discovering the significance of cultural traditions like wearing matching outfits, the film captures the essence of Ramadan and the bonds of familial connection.

In addition to the online campaign, #ZALORAYA2024 will feature a series of physical events across Malaysia and Indonesia. In Malaysia, ZALORA will host the #ZALORAYA2024 Fashion Showcase at Sentul Pavilion in Kuala Lumpur, offering exclusive benefits for ZALORA VIPs and exciting giveaways throughout Ramadan. Meanwhile, in Indonesia, a pop-up store and fashion show at Kota Kasablanka in Jakarta will spotlight local designers and brands, aligning with ZALORA’s support for the Indonesian government’s “Proudly Made in Indonesia” campaign.

As the leader in modest wear in Southeast Asia, ZALORA anticipates further growth in this segment, with expectations of a 14 percent increase in men’s and 7 percent increase in women’s modest wear lines this year. Globally, the modest wear industry is projected to reach $311 billion in 2024, indicating significant growth potential.

This year’s #ZALORAYA2024 collections blend tradition with trends, offering a diverse range of styles inspired by cultural influences. From ZALIA’s Renaissance-inspired pieces to LUBNA’s feminine designs celebrating new beginnings, the collections cater to a variety of tastes and preferences.

Moreover, ZALORA remains committed to sustainability by incorporating environmentally friendly materials into nearly 20 percent of its private label modest wear pieces. Through initiatives like low-carbon last-mile delivery options and take-back programs for recycling old clothes, ZALORA is paving the way for a greener and more sustainable future.