Dubai-based conscious fashion label exhale spreads compassion


April 1, 2020 | By RetailME Bureau

Home-grown conscious fashion brand exhale has launched the #CompassionIsContagious campaign to communicate empathy amidst the on-going crisis.

Keeping the COVID-19 outbreak in mind, the campaign urges the community to unite and partake in an anti-divide-and-conquer strategy to eliminate racial discrimination, promote self-awareness of one’s actions, thoughts and their impact on the community.

“The aim is to highlight and emphasise that we are currently dealing and adapting to all that is going on in the world as a collective,” explains Nawal El Masri, founder and director of exhale. “The #CompassionIsContagious campaign promotes unity as the key to solving a crisis. But this does not only resonate with the pandemic – it should be our everyday understanding. We are experiencing life as a single unit, no matter our ethnicity, our culture and our background; that we are nobody to judge, to discriminate, seclude or behave in any way that is not human. We are endowed with multiple human elements such as intuition, emotion, feeling and connecting, which many of us forget to tap into. The aim is to awaken your most basic human elements in order to come together during a challenging time.”

For the compassion campaign, exhale has forces with sukoun° identity studio and photographer Waleed Shah, exhale has launched a pledge campaign in a bid to promote unity during the current pandemic, and ‘not be the virus’. The campaign seeks to convey varied positive perspectives on unity at the time of a global crisis.

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