Zalora celebrates sister-love and traditions this Hari Raya

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With Ramadan around the corner, online fashion platform Zalora has unveiled a Hari Raya film to celebrate our loved ones and the traditions that unite us all.

As part of the Zaloraya campaign titled "Zaloraya - Celebrate love that never goes out of style", the brand has released a short film following two sisters named Aamina and Aisha.

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The film is narrated by Aamina, who whines about how her parents often made her dress the same as her older sister Aisha when they were growing up.

As they got older, Aamina would strike out on her own at any given opportunity. When Aisha wears a bright yellow dress, Aamina will wear a full black outfit. When Aisha reads, Aamina will glue her books together and come Hari Raya, Aamina would hide the Ketupat (rice cake) that Aisha loves to eat.

After some time apart, Aamina anticipates the return of her sister for Hari Raya. The two sisters exchanged gifts and realised that they had accidentally bought each other the same blue dress. Instead of having an adverse reaction, the sisters laugh at the incident and take photos in their matching dresses. In the end, Aamina comes to the realisation that its beautiful when some things stay the same.

The campaign film emphasises the enduring nature of traditions that never go out of style and also serves as a poignant reminder of the essence of Ramadan, said Zalora in a statement.

"Zaloraya - Celebrate love that never goes out of style" runs until mid-April. It will run on Zalora's social media platforms where the brand aims to captivate followers with engaging Instagram stories and TikTok challenges.

It promises an immersive experience featuring fashion apparel, accessories, beauty products and traditional wear, showcasing the rich cultural diversity of Malaysia and Singapore, said Zalora when MARKETING-INTERACTIVE reached out.

In addition to the brand film, Zalora is collaborating with local designers such as Nuirta Harith, Zalia, Luban, Tom Abang Saufi, and Alia Bastaman.

"Zaloraya transcends mere fashion; it's a timeless celebration of enduring love and style. From our meticulously crafted films that embody this sentiment to our dynamic events that breathe life into our collections, we're deeply honored to resonate with the hearts of our customers," said Achint Setia, Zalora's chief revenue and marketing officer.

"Throughout the past decade, we've witnessed the dynamic evolution of modest fashion, and Zalora takes immense pride in our pivotal role in propelling it to new heights."

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