House of Diagram: How Our Bold Eid Campaign Redefined Fashion in Bangladesh

At Diagram, we’ve always believed that true style lives in the bold and the unexpected. When it came time to launch our first major fashion campaign, we knew we had to create something that would stand apart — not just in Bangladesh, but anywhere. Thus, House of Diagram was born.

For this monumental project, we partnered with one of Bangladesh's top photographers, Riyad Ashraf — a name synonymous with breathtaking lighting, masterful framing, and a constant drive for the unique and extraordinary. Riyad Ashraf's artistic vision perfectly aligned with ours, making him the ideal collaborator for a campaign that would challenge conventions and create history.

The Concept: A Vampiric, Dark Eid

Rather than follow traditional Eid campaign aesthetics that favor bright, cheerful tones, we took a risk. Together with Riyad, we crafted a vampiric, dark-themed fashion narrative — a concept that had never been explored during Eid Ul Fitr celebrations in Bangladesh.

Set in a moody, mysterious environment, the visuals pushed boundaries, offering a raw, cinematic glimpse into an alternative side of fashion — edgy, brooding, and deeply magnetic. The styling, set design, and art direction were meticulously planned to create an immersive "House of Diagram" experience, leaving an unforgettable impression on viewers.

The Impact: A Game Changer for the Fashion Industry

The response was phenomenal.

Not only did House of Diagram become the biggest campaign in Diagram’s history at the time, but it also proved a vital point — the Bangladeshi market is ready for bold, unconventional content. There are audiences hungry for new stories, daring visuals, and fashion narratives that go beyond the ordinary.

Our campaign shattered stereotypes about what an Eid collection could look like and opened new doors for creative experimentation in the industry.

A New Standard for Future Campaigns

With House of Diagram, we didn't just launch a campaign; we set a new standard. It showed that taking risks pays off when you stay true to your brand’s spirit and trust your creative partners. Working with Riyad Ashraf was an inspiring journey, and the success of this collaboration motivates us to keep pushing the boundaries of fashion storytelling in Bangladesh and beyond.

Stay tuned — at Diagram, we’re just getting started.