Always and Nasiba Hafiz Launch The World’s ‘Coolest’ Fashion Collection

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, the brand said. “Fluid, 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?” said Hafiz.

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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. According to the campaign, temperatures in the desert 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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Customer: P&G
Brand: Always Saudi Arabia
Agency: Leo Burnett Lebanon
Chief Creative Officer: Malek Ghorayeb
Executive Creative Director: Natasha Maasri
Assistant Creative Director: Emma Mouradian
Assistant 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 General Manager: Lana Khayat
Senior Account Manager: Melanie Tohme
Head of Strategy: Manal Khater
Strategic Planner: Yasmine Abou Hamdan
Associate Business Director (Media): Elie Gebrael
Media Planning Manager: Michel Mrad
Senior Strategic Planning Executive: Maya Mahfouz
Strategic Planning Executive: Lynn Salha
A/V Production Manager: Shereen Mostafa
TV Producer: Nicolas Balaa
Photographer: Lina Mo
Production Company: Liwa Content Driven, Dubai
Directed by Natasha Maasri and Emma Mouradian
Executive Producers: Puja Chatterjee and Nishqa Pillai
Line Producer: Chadi Douglas
DOP: Abdullah Shamsi Basha
Editors: Nathalie Moussa, Nikhil Soman and Muhammad Shoaib
Sound design: Nikhil Soman and Muhammad Shoaib

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