ZALORA unveils the secret behind every fashionable family this Hari Raya

e-Commerce platform ZALORA is redefining festive fashion with a new Hari Raya campaign that merges tradition, creativity and omnichannel innovation. Titled "ZALORAYA 2025", the campaign aims to connect and resonate with the platform's modest wear customer-base around the region with a multitude of fresh ideas. 

At the heart of the ZALORAYA 2025 campaign, is a short film that centres and builds on the universal Hari Raya experience of dressing up for family gatherings - a tradition where very member, from grandparents to pets, participate in the joy of festive attire. It also taps onto common icebreakers during gatherings where discussions are often held about tailors, fabrics and inspiration behind festive attire. 

The short film follows a family renowned for their impeccable style. On Hari Raya, relatives and neighbours gather at their house to ask where they buy their festive clothes from, only for the family members to avoid the questions. When one of the aunties trips and falls, she accidentally opens a secret door which revealed numerous parcels from ZALORA - and ultimately, the family's secret to looking good. 

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In conversation with MARKETING-INTERACTIVE, ZALORA said that all outfits seen in the short film are sourced from the platform's curated collections, reinforcing the brand as the ultimate destination for fashion-forward modest wear and the one stop shop for modest wear needs. In addition to a short film, the ZALORAYA 2025 campaign also sees the brand creating fashion experiences and pop-ups catered to customers in its various markets including Singapore, Malaysia and Indonesia. 

In Malaysia, a kampung-inspired fashion show was held from 7 to 9 February at The Starhill in Kuala Lumpur. The show incorporated 13 designers including NH by Nurita Harith and Syomirizwa Gupta. In a historic first for ZALORA, attendees were able to make on-site purchases directly and participate in community-themed activities. Special performances were also held. 

In Indonesia, ZALORA has partnered with the government's Bangga Buatan Indonesia initiative to hold a fashion show at Kota Kasablanka in Jakarta, highlighting brands such as Ria Atelier and Embara. Similar to the event in Malaysia, shoppers could also make on-site purchases to shop directly with ZALORA. The experience opened on 21 February and will run until 2 March. 

Meanwhile, in Singapore, ZALORA has collaborated with the Singapore Fashion Council to hold an intimate styling session showcasing intricate details of collections at Design Orchard. This is to cater to discerning shoppers who prioritise craftsmanship, said ZALORA. The session will be held from 7 to 9 March. 

Furthermore, ZALORA will be introducing plus-sizes for men by ZALIA Basics and outfits for fur babies by Lubna this Hari Raya. The move to include plus-sizes for men ensures that stylish and comfortable Raya fashion is accessible to all, said ZALORA. This follows ZALIA's introduction of plus-size and maternity-friendly pieces for women in 2018. 

Adding a playful twist, Lubna will be introducing its #LuubnaMeowSereis, a line of outfits designed specifically for cats, ensuring that feline companions are perfectly coordinated this festive season. 

The ZALORAYA 2025 campaign was conceptualised and executed in-house. 

“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. In Singapore, we've put our curated collection on display at Design Orchard for customers to see, touch, and feel the clothes before they order their favourite pieces online," said Neha Bhasin, regional brand communications director, ZALORA. 

"We recognise that our shoppers would like to be assured of sizing and fit for their special outfits on Aidilfitri, and hope that this feature will bring ease to their shopping for the festivities. Raya is about family and tradition, and clothes play a big part of this cultural and social experience. ZALORAYA 2025 empowers our customers to celebrate with confidence, joy, and inclusivity through stylish, accessible options for every family member," added Bhasin. 

For Hari Raya last year, ZALORA unveiled a film which focuses on the nature of traditions that never go out of style.

The film features two sisters who were made to dress the same growing up and how one sister aims to strike out differently each time. When they reconnect as adults for Hari Raya many years later, they realise that they have worn the same blue dress. in the end, the sisters come to the realisation that its beautiful when some things stay the same. 

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