Selling through silence: The rise of minimalism in luxury advertising case study: L’Azurde’s Ramadan campaign vs. Damas’s traditional approach 2022-2025

Abstract

In luxury marketing, brand visuals and storytelling do more than show off wealth—they reflect values, cultural references, and emotional desires. During Ramadan, a spiritually meaningful time in the Middle East, brands often adjust their advertising to match the mood of the season. This paper looks at how two well-known jewelry brands, L’azurde and Damas, use different styles in their Ramadan campaigns to represent luxury. While Damas goes for a rich, traditional look with family-oriented storytelling, L’azurde takes a minimalist path, focusing on calm, spiritual elegance and modern femininity. These aren’t just style choices, they reflect different understandings of what luxury means to each brand’s audience. Through cultural and psychological analysis, the study explores how these two approaches connect emotionally with viewers. Findings show that both campaigns succeed, but they do so in different ways, depending on who they’re speaking to and how those people relate to tradition, age, and lifestyle.