Menstrual underwear has gained a lot of traction in the market over the last few years. However, the feminine hygiene brand Always wanted to go one step and has come out with a collection of clothing especially focused on women who receive the untimely visit of their period every month (and also have to deal with burning temperatures in the abroad). Always has linked arms with Saudi designer Nasiba Hafiz to launch a collection of heat-resistant clothing in Jeddah, a city in Saudi Arabia where temperatures often exceed 45 degrees during the summer. The garments that make up the collection are made with a heat-resistant material similar to that used in Always Cool & Dry pads , which boast of keeping women cool during menstruation by keeping moisture away from their skin.
Leo Burnett branch in Lebanon
The fabric used in the Always top industry data clothing collection includes the same mini-perforations present on the surface of the Cool & Dry pads to keep heat and sweat at bay on the skin. Part of the collection are practical pieces such as cycling shorts , a stylish flowy suit consisting of a blouse and pants and driving gloves (ideal for gripping the scorching car steering wheels during the summer). The collection , created in collaboration with the agency’s, has gone on sale in a pop-up store in Jeddah and is also available on designer Nasiba Hafiz’s website . To present such a unique collection of clothing to society
We are happy to have collaborated with Nasiba Hafiz
Always and Leo Burnett have created Marketing List a spot where Saudi influencers Nirvana Abdul, Ratana Mohammed, Shahad Bamashmous and Rawnaa Babunjih explain the benefits of the garments. If you do not see the embedded video correctly, click here to launch the ‘Not Hot’ collection and thus promote the technology of Always Cool & Dry pads in a very stylish way,” explains Sonali Dhawan, senior vice president of P&G, the parent company of Always, in Asia Pacific, India, the Middle East and Africa. “We are always ready to unleash the potential of women in our region through products and collaborations that boost the self-confidence of girls and women so that they can be who they really want to be in any circumstance
