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.
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?”