Always made a fashion collection to keep women cool on their periods

Leo Burnett Lebanon created the clothing using heat-resistant technology

Published On
Sep 27, 2022

Editor's Pick

Period underwear has become a huge sector for women over the past few years, but now a feminine hygiene brand has gone further, with a fashion collection designed for women on their periods.

Procter & Gamble's Always enlisted Saudi Arabian fashion designer Nasiba Hafiz to launch a heat-resistant fashion collection in Jeddah, Saudi Arabia, where temperatures often soar above 113 degrees in summer. It's based on the heat-resistant tech used in Always' Cool & Dry, a sanitary pad that Always claims women feeling cool on their periods by keeping moisture away from their skin.

The collection is made using Cool & Dry performance fabric, and features the same soft, tactile mini perforations as the surface of the Always Cool & Dry pad to keep moisture and heat away from skin. It includes practical items such as bike shorts that sit beneath a flowying dress and  driving gloves that protect against searing-hot steering wheels.

Models lying down and posing on towels in the desert

The collection, which is selling via a pop-up concept store in Jeddah and via the designer's own site, was created in collaboration with agency Leo Burnett's Lebanon office. The agency also created a fashion film, featuring Saudi influencers Nirvana Abdul, Ratana Mohammed, Shahad Bamashmous and Rawnaa Babunjih, to promote it. 

“We’re happy with our collaboration with Nasiba Hafiz to launch the ‘Not Hot’ fashion collection, demonstrating the cooling and protection technology of our Always Cool & Dry pads in a new fashionable Gen Z way," said Sonali Dhawan, senior vice president of P&G Asia Pacific, India, Middle East & Africa's Feminine Hygiene business, in a statement. "We’re always keen to unleash the full potential of the strong brave women in our region through products and collaborations that unleash girls' and women's confidence so they can be whoever they want to be, in any circumstance: why can’t women look cool and comfortable in any season, or at any time of the month?”

Credits

Date
Sep 27, 2022
Client :
Always
Agency :
Leo Burnett-Lebanon
Chief Creative Officer :
Malek Ghorayeb
Executive Creative Director :
Natasha Maasri
Associate Creative Director :
Emma Mouradian
Associate Creative Director :
Pia Haddad
Associate Creative Director :
Lama Bawadi
Arabic Writer :
Lama Bawadi
Multimedia Designer :
Charbel Saliba
Associate Business Director :
Orson Baz
English Content Writer :
Marianne Hassoun
Business Lead :
Fadi Bustros
Associate Business Director :
Lana Khayat
Senior Account Executive :
Melanie Tohme
Head of Strategy :
Manal Khater
Strategic Planner :
Yasmine Abou Hamdan
Associate Business Director :
Elie Gebrael
Media Planning Manager :
Michel Mrad
Strategic Planning Senior Executive :
Maya Mahfouz
Strategic Planning Executive :
Lynn Salha
Head of AV Production :
Shereen Mostafa
TV Producer :
Nicolas Balaa
Photographer :
Lina Mo
Production Company :
Liwa Content Driven - Dubai
Director :
Natasha Maasri
Director :
Emma Mouradian
Executive Producer :
Puja Chatterjee
Executive Producer :
Nishqa Pillai
Line Producer :
Chadi Douglas
DOP :
Abdullah Shamsi Basha
Editor :
Nathalie Moussa
Editor :
Nikhil Soman
Editor :
Muhammad Shoaib
Sound Design :
Nikhil Soman
Sound Design :
Muhammad Shoaib

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