Value fashion giant REDTAG launches modest range, empowers women to experiment with latest trends

A’anika, REDTAG’s latest capsule range, strikes a delicate balance between modern trends and traditional ensemble, empowering fashion-forward women to gear up for the opening of the GCC social scene. 

January 19th, Dubai, UAE, GCC: REDTAG, region’s leading value fashion and homeware brand, has launched A’anika, a ladieswear range of modest apparel. A’anika is REDTAG’s earnest attempt to align with the sociocultural evolution and progressive reforms, geared towards empowering women.

Homegrown value fashion brand REDTAG has been championing modest ladieswear in the region for quite some time, but with A’anika, it is curating a signature collection. This initiative is expected to resonate with the fashion-conscious generation, especially at a time when the Middle East is reopening its outdoor activities after a prolonged closure. A’anika collection is currently available in selected stores and through WhatsApp shopping across the region.Value fashion giant REDTAG launches modest range, empowers women to experiment with latest trends

“A dedication to REDTAG’s women customers, A’anika means “unique” in Arabic, and “gracious”, “brave”, and “song” in other languages — which are metaphorical of our female clientele. This range is the by-product of multiple customer feedback we have received in recent months. Women shoppers sought a dedicated range of refreshingly modest apparel. So, after a fair amount of market study and interpretations of international high fashion, we are finally catering to their needs, just in time for the post-pandemic reopening. We also have a great A’anika collection lined up for Spring and Ramadan,” said Jitender Advani, Head of Fashion, REDTAG.

As outdoor activities like cinema, mall experiences, office work, and dining resume, the need for variety and options in clothing has amplified in the region. Women, in particular, are seeking a sense of novelty and designs that are in sync with the region’s continued reforms in dress codes. A’anika offers a complete outfit solution with layering options. The collection comprises of blouses, trousers, dresses, and scarves that are both fashionable and comfortable.

On-trend silhouettes in jackets and midi dresses, loose-fitting collections in earthy and neutral tones, everyday formal-casual combinations of beige, white, and black tops with complimentary striking prints are amongst the highlights. The A’anika range also accompanies footwear and accessories, including scarves, bags, and jewellery. REDTAG has particularly emphasized on the fabric quality, comfort, cuts, and lines, giving the collection a luxe feel, all while upholding its reputation for value pricing and affordability.

“At REDTAG, we believe in timing; we want to bring the right product to the right people at the right time. Progressive reforms in the GCC, combined with the systematic resumption of outdoor activities, created an opportune moment for the launch of A’anika. It is REDTAG’s way of celebrating the social, economic, cultural, and political achievements of women,” added Jitender.

The recently launched hyper-convenience services like ‘Anytime-Anywhere Exchange’, ‘Find Your Size’, ‘Fashion Stylists’, and ‘Free Home Delivery’ testify to the brand’s customer-centric approach. REDTAG has even introduced WhatsApp shopping, besides expanding its ecommerce presence in the KSA. With these first-to-market services in the Middle East, along with its tiered loyalty program — RT Rewards — which boasts over 15 million members, REDTAG continues to cement its position as the leading value fashion and homeware brand in the region. Its contributions were recognized by Retail ME through the ‘Most Admired Brand Campaign of the Year’ award 2021. 


A BMA International company, REDTAG was launched as a value apparel and homeware label in 2006. Driven by the vision of delivering high-quality and affordable fashion and lifestyle products, the brand has emerged as a leader in its niche. From its first store in Abu Dhabi, REDTAG has rapidly expanded to over 200 outlets across the Middle East and Asia – including the Kingdom of Saudi Arabia, United Arab Emirates, Qatar, Kuwait, Oman, Bahrain, and many more locations. REDTAG is built on a strong customer focus, delivering enjoyable in-store experiences and seamless online interactions that are designed to exceed expectations. The brand takes a ‘Glocal’ approach to its offerings – adapting global trends to local sensibilities. REDTAG’s highly successful ‘RT Rewards’ loyalty program is currently over 15 million members strong and growing fast. The program encourages repeat visits through tailored offerings and special rewards, with over 90% of the company’s transactions now coming from repeat customers. REDTAG is the RetailME award winner for the ‘Most Admired Brand Campaign of the Year’ 2021.