The Dubai Fashion Week (DFW), established by Dubai Design District (d3) and the Arab Fashion Council, will take place from September 1–7, 2025, for its Spring/Summer edition. Fabric care brand Persil has announced that it will be an official sponsor of DFW.
With the sponsorship campaign, Persil hopes to demonstrate that it is going beyond basic fabric care to honor sustainability and environmental responsibility in the fashion industry. The collaboration and the relaunch of its Persil Shampoo product are complementary.
To maximize reach and engagement, an integrated, multifaceted approach is being used to execute the campaign. Together with the rollout, the brand unveiled its biggest Out-Of-Home (OOH) campaign to date, which, in collaboration with Hypermedia, creatively demonstrated how Persil renews colors across a variety of fabrics. TBWA was the creative firm that created the billboard design.
These included billboards, mall displays, and 3D films with computer-generated imagery (CGI) that were displayed on significant landmarks like Saudi Arabia's Jeddah King Tower and the United Arab Emirates' JBR.
Mohamed Eltonsy, Head of Marketing at Henkel Consumer Brands GCC, said, "This campaign reinforces our commitment to sustainability by encouraging consumers to make eco-conscious choices in fabric care, ultimately fostering a more sustainable and expressive fashion landscape."
Furthermore, we have a strong digital strategy and actively participate in social media platforms, where we produce and disseminate interesting content about clothing care and color renewal. We ensure a comprehensive and effective campaign rollout by fusing cutting-edge digital and social initiatives with traditional media, Eltonsy continued.
The public education and awareness campaigns were the main goals of the brand's strategy. In addition, Persil advertises the advantages of its goods in an effort to encourage customers to adopt habits that prolong the life of their clothing and, eventually, create a more sustainable fashion industry.
Our goal is to draw attention to the crucial part that laundry care plays in the fashion ecosystem by preserving the longevity and aesthetic appeal of clothing. Eltonsy added, "We are also committed to revitalizing clothing colors, maintaining the vibrancy of textiles, and boosting the vibrancy in people's self-expression through their unique sense of style.