Conceptual Apparel Line exhale Launches #CompassionIsContagious Campaign

BY Krishna Sunilkumar / Apr 1 2020 / 11:14 AM

The Dubai-based fashion brand hopes to encourage a sense of self-awareness and unity within the community during these tough times

Conceptual Apparel Line exhale Launches #CompassionIsContagious Campaign

Edgy apparel line exhale is making kindness stylish, by rolling out a pledge campaign titled #CompassionIsContagious across its social media.

The UAE-based conceptual brand is collaborating with with sukoun° identity studio and photographer Waleed Shah for the campaign, which aims to promote unity and self-awareness during tough times.

exhale’s campaign is a call to action to “eliminate racial discrimination, promote self-awareness of one’s actions, thoughts and their impact on the community”.

Nawal El Masri, the founder of exhale, said the emphasis was to overcome ethnic and cultural differences to remind us that humanity is one.

The brand has previously used clothing and messaging to promote mental health awareness, and is no stranger to using its platform to promote positive initiatives. It hopes to encourage others to spread kindness and compassion throughout the coronavirus pandemic.

“This virus doesn't discriminate. It has no racial, political, or gender bias. Let’s recognize that, adapt its very strategy and come together as humans to help combat its severity,” Waleed Shah, the campaign photographer, said.

With slogans like ‘let’s not be the virus’, exhale’s unique campaign is certainly the kind of hopeful messaging we need to overcome the coronavirus pandemic.


Lead image courtesy of exhale.