Rooted in storytelling, Buttonscarves presents its Raya 2026 campaign as a cultural journey that brings exploration and inspiration to the forefront of the festive season. Drawing from two destinations with strong cultural identities, Egypt and Morocco, the campaign highlights places known for their distinctive artistic traditions, historic landmarks, and visual heritage that continue to shape their character today.
Bringing these inspirations to life, Buttonscarves takes you on a journey that highlights the atmosphere of each destination, from historic sites and architectural details to local culinary experiences and everyday scenes.
The story behind the Egypt Series reflects the grandeur and symbolism found throughout its cultural heritage. Iconic Egyptian elements or ornamentations, such as the lotus motif, are associated with renewal and life; the lotus holds a symbolic meaning that resonates with the reflective nature of Ramadan and the joyful renewal that comes with Eid.
Meanwhile, the Moroccan Series is inspired by the soul of Morocco and its strong artistic character, including the zellige, the traditional Moroccan mosaic tilework known for its distinctive geometric compositions, often found in courtyards, mosques, and historic spaces across the country, bringing a touch of Morocco’s recognizable artistry into the series.
Complementing the Raya collection, Buttonscarves also introduces a selection of Raya apparel that carries the same storytelling spirit. The collection features signature design elements, including the distinctive B Monogram, bringing a cohesive visual identity to both Egypt and Morocco-inspired series.
At its heart, the campaign reflects the deeper meaning of Raya as a season of sharing. Beyond celebration and festive gatherings, Eid carries the values of generosity, compassion, and togetherness. Through this campaign, Buttonscarves continues to encourage the spirit of giving and inclusivity, reflecting the belief that the beauty of Raya lies in ensuring that its joy can be shared by everyone.
“Raya has always been one of the most meaningful moments for our community,” said Linda Anggrea, CEO of Buttonscarves. “Through this campaign, we aim to highlight places that hold strong connections to Islamic history while also sharing stories that allow people to learn and appreciate the cultures behind them. Egypt and Morocco both carry remarkable heritage, and we hope this campaign can inspire our audience while celebrating the spirit of Raya together.”
Check for more collections through the Buttonscarves website.