Meet the world’s first designer period wear 

Luftkuss Atelier

Saudi fashion designer Nasiba Hafiz has collaborated with Always Arabia to launch a heat resistant fashion collection. The Not Hot Collection is the world’s first designer period wear inspired by Always Cool & Dry, which makes women feel cool by keeping moisture away from their skin during their menstrual period.

Saudi Arabia is one of the hottest regions in the world, with temperatures exceeding 45 °C in summer. Inspired by Always Cool & Dry with its perforated texture and soft surface, the collection was prepared using Cool & Dry performance fabric. The world’s coolest fabric was introduced in one of the hottest places in the world, and the commercials of the collection were shot in the Saudi deserts, where temperatures can reach 55 °C.

Hafiz, who founded her brand brand in 2012, is considered one of the most innovative fashion designers in Saudi Arabia. Preferring environmentally friendly fabrics in her designs, Hafiz also uses recycled waste and old items in clothes. At the same time, Hafiz is one of the prominent representatives of the sustainability trend in fashion in Saudi Arabia, explaining that she produced blouses and skirts using her father’s tie collection.

Insprad Creative Agency

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