Always and Nasiba Hafiz Launch the World’s ‘Coolest’ Fashion Collection in the Hottest Place on Earth

Always has teamed up with Saudi fashion designer Nasiba Hafiz to launch a heat-resistant fashion collection in Jeddah, Saudi Arabia, where summer temperatures often soar above 45°C (113°F).

To beat the heat in style, Always x Nasiba Hafiz have introduced the Not Hot Collection – the world’s first designer period wear inspired by Always Cool & Dry, a product designed to keep women cool during their period by keeping moisture away from their skin becomes.

Hafiz is one of Saudi Arabia’s most progressive fashion designers, whose bold fabrics, vibrant colors and delicate tailoring are changing the way the world sees Saudi fashion. Flowing, comfortable and timeless, her clothing has been created with the region’s intense heat and humidity in mind, making her the perfect partner for the Not Hot Collection.

Constructed from Cool & Dry Performance fabric, the collection features the same soft, tactile mini-perforations as the surface of the Always Cool & Dry pad to keep moisture and heat away from the skin.

“I was really inspired by Always Cool & Dry technology to create this collection that is perfect for Saudi women living in one of the hottest parts of the world. The bandage only covers part of our body, but what about the rest of your skin?” explains Nasiba.

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“The whole purpose of this collection is to use a fabric that has the same functions as the Cool & Dry pad, so women can feel super comfortable, even at that time of the month when they’re not. I hope it will start a conversation about looking and feeling good in the heat, especially during our period.”

The Not Hot Collection offers pops of colour, airy shapes and light layers. It combines style with function: think bike shorts that sit under a flowy dress and combine comfort with femininity; or driving gloves that protect against sweltering hot steering wheels – everything women in the Gulf need to avoid being hot on the hottest days of the year.

Sonali Dhawan, Senior Vice President of Feminine Care, P&G Asia Pacific, India, Middle East and Africa added: “We are delighted to be collaborating with Nasiba Hafiz on the launch of the ‘Not Hot’ fashion collection, which takes the cool and protective technology from P&G demonstrates our Always Cool & Dry pads in a new, fashionable way for Gen Z. We always strive to unleash the full potential of the strong, brave women in our region through products and collaborations that empower girls and Freeing Women to Be Who They Want to Be in Any Circumstances: Why Can’t Women Look Cool? and comfortable at any time of the year or any time of the month?”

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In Saudi Arabia, summers are notoriously intense, with daily temperatures exceeding 38°C (100°F) from June to August across most of the country – and in the shade. In the desert, temperatures often rise to 55 °C in summer.

Natasha Maasri, Executive Creative Director at Leo Burnett Lebanon, says: “Maybe fashion shouldn’t always focus on what’s ‘cool’. Together with Always, we challenged one of Saudi Arabia’s most talented designers to rewrite the rules of fashion with a line of period wear built for intense heat. Changing perceptions of Saudi fashion was also a big part of what made this project so inspirational for us.”

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Always x Nasiba Hafiz’s Not Hot Collection will be sold through a pop-up concept store in Jeddah and here.


Agency: Leo Burnett Lebanon

Head of the design department: Malek Ghorayeb

Executive Creative Directors: Natasha Maasri

Deputy Creative Director: Emma Mouradian

Deputy Creative Director: Pia Haddad

Associate Creative Director / Arabic Author: Lama Bawadi

Multimedia Designer: Charbel Saliba

Associate Business Director (content): Orson Baz

English Content Author: Marianne Hassoun

Manager: Fadi Bustros

Deputy Commercial Director: Lana Khayat

Senior Account Manager: Melanie Tome

Head of Strategy: Manal Chater

Strategic Planner: Yasmine Abu Hamdan

Associate Business Director (Media): Eli Gebrael

Media Planning Manager: Michel Mrad

Strategic Planning Manager: Maya Mahfouz

Strategic Planning Manager: Lynn Salha

Head of A/V Production: Sherin Mostafa

TV producer: Nicholas Balaa

Photographer: Lina Mo


production company: Liwa Content Driven, Dubai

Directors: Natasha Maasri and Emma Mouradian

Executive Producers: Puja Chatterjee and Nishqa Pillai

line producer: Chadi Douglas

DOP: Abdullah Shamsi Basha

Editor: Nathalie Moussa, Nikhil Soman and Muhammad Shoaib

Audio Creation: Nikhil Soman and Muhammad Shoaib

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