Fabric care brand Persil has revealed its official sponsorship of the Dubai Fashion Week (DFW) founded by Dubai Design District (d3) and the Arab Fashion Council, which will run from 1 to 7 September for its Spring/Summer 2025 edition.
Through the sponsorship campaign, Persil aims to make a statement that it is extending beyond traditional fabric care to celebrate the values of sustainability, environmental responsibility within the world of fashion. The partnership is also aligned with the relaunch of its Persil Shampoo product.
The campaign is being executed through an integrated, multifaceted approach to maximise reach and engagement. As part of the rollout, the brand also launched its largest Out-Of-Home (OOH) campaign to date, creatively showcasing how Persil renews colours across various fabrics in partnership with Hypermedia. The creative agency behind the billboard design was TBWA.
This included billboards, mall displays, and 3D videos enhanced with CGI effects featured on major landmarks such as JBR in the UAE and Jeddah King Tower in Saudi Arabia.
“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,” said Mohamed Eltonsy, the Head of Marketing at Henkel Consumer Brands GCC.
“Additionally, our digital strategy is robust, with active participation on social media platforms where we create and share compelling content centered around colour renewal and garment care. By integrating traditional media with innovative digital and social initiatives, we ensure a holistic and impactful campaign rollout,” Eltonsy added.
The brand’s strategy focused on raising awareness and educating the public. Persil also promoting the benefits of its products, aiming to inspire consumers to adopt practices that extend the life of their garments, ultimately leading to a more sustainable fashion ecosystem.
“We aim to highlight the essential role that laundry care plays in the fashion ecosystem, ensuring that garments not only maintain their appearance but also their longevity. Additionally, we are dedicated to renewing the colours of clothes, preserving the vibrancy of fabrics, and enhancing the vibrancy in individuals’ self-expression through their personal style,” Eltonsy said.
At DFW, Persil collaborated with Zeynab El-Helw, a visionary leader in the fashion industry known for her sustainable brand, ‘Reborn.’
“Zeynab’s unwavering commitment to ethical fashion and innovation perfectly aligns with Persil’s sustainability ethos. This partnership is a seamless integration of values, where both Persil and Zeynab champion the movement towards a more sustainable and responsible fashion industry,” Eltonsy said.
“Together, we aim to inspire and engage our audience across creative, production, digital, media, and social platforms, driving a powerful message that sustainability is not just a choice but a necessity in the modern world of fashion,” he concluded.