In the run-up to Eid al-Adha – a major Muslim festival that celebrates the prophet Ibrahim’s devotion and coincides with the end of the annual Hajj pilgrimage to Mecca – UK retailers are joining the celebrations.
Big brands like Next have launched festive collections of clothing, accessories and gifts, sharing social media messages aimed at Muslim consumers. But while this growing recognition of Eid’s commercial importance reflects a welcome shift, some campaigns still fall flat.
As a researcher of Muslim fashion and identity in the UK, I study how Muslim consumers express themselves through clothing and how brands respond to their values. Despite a rise in Eid-related marketing, much of it feels superficial or disconnected from the community it targets.
