Nasiba Hafiz Launch Heat-Resistant Fashion Collection in Jeddah
Always KSA has partnered with renowned Saudi fashion designer Nasiba Hafiz to introduce a groundbreaking heat-resistant fashion collection in Jeddah, Saudi Arabia. The collection, aptly named The Not Hot Collection, addresses the region’s soaring summer temperatures, which often exceed 45 °C (113 °F).
The Not Hot Collection is the world’s first designer period wear inspired by Always Cool & Dry, a product designed to keep women comfortable during their periods by wicking moisture away from their skin. Hafiz, celebrated for her daring fabrics, vibrant colors, and delicate tailoring, has crafted a line that merges style with function. Her designs, known for their flowing, comfortable, and timeless appeal, are particularly suited to the intense heat and humidity of Saudi Arabia, making her an ideal collaborator for this innovative collection.
Utilizing Cool & Dry performance fabric, the collection features soft, tactile mini perforations similar to the surface of the Always Cool & Dry pad. This design keeps moisture and heat away from the skin, ensuring maximum comfort. “I was really inspired by the technology of Always Cool & Dry to create this collection, which is perfect for Saudi women living in one of the hottest parts of the world,” Hafiz explains. “The pad only covers part of our bodies, but what about the rest of your skin?”
The Not Hot Collection showcases pops of color, breezy shapes, and lightweight layers. It blends style with practicality, featuring pieces like bike shorts under flowy dresses and driving gloves to protect against hot steering wheels—essentials for Gulf women to stay cool during the hottest days of the year.
Sonali Dhawan, senior vice president of P&G Asia Pacific, India, Middle East & Africa’s Feminine Hygiene business, expressed her enthusiasm for the collaboration. “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. We’re always keen to unleash the full potential of the strong, brave women in our region through products and collaborations that boost their confidence.”
Natasha Maasri, executive creative director at Leo Burnett Lebanon, added, “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 that’s created with intense heat in mind. Changing perceptions of Saudi fashion was also a huge part of what made this project so inspiring for us.”
With the introduction of The Not Hot Collection, Always KSA and Nasiba Hafiz are not only providing practical solutions for the intense Saudi heat but also redefining fashion and comfort for women in the region.
