Where is the piety and religious behind ever expensive Raya Fashion?

From an outsider’s POV, I have always wondered to why its okay for local fashion brands to sell every expensive Raya clothing with pieces coming up to nearly RM1,000. At a time when their main wearers are taking loans to afford the celebration and donating money to charities, the sellers still think its okay.

Will there ever be a revolt against these rising prices? A way to remove the social expectations of new clothing to reject the growing influence of materialistic concerns over Raya celebrations.

Who will lead the charge against this trend? Will it come from a more religiously conservative young segment that are comfortable in using apps to stay close to their faith who start to reject this predominantly Western principle from a local celebration.

What can brands do to fight back? Responsible marketing and advertising doesn’t just mean to renewable energies, reusing materials, but also to instil a less of a hyper-consumeristic mindset to one that spends and shops in a more manageable way that isn’t triggered by the latest product or discount.

On the whole, this trend has been trending but not set yet on becoming the norm, there is still time for brands to help culture revert back to a more responsible spending behaviour towards Raya.