The idea was to create a campaign that looked like a stunning shampoo and conditioner ad, but replace each model’s hair, with stunning, silky smooth and flowing fabrics.

With the help of a fashion photographer, high end models and a luxury wardrobe, we treated this fabric softener campaign like a big budget hair care campaign. Including wind machines, stylists, make up artists and lighting more suited to a luxury fashion photo shoot for a beauty brand. The end result was a print and billboard campaign that would feel at home in the pages of Vogue Magazine. The wardrobe in this campaign was tailored to each individual culture or segment that our models represented while also being as vibrant, eye catching, stylish and colourful as possible.

The shapes that the fabric took in each execution was crafted to mimic the stereotypical and conventional shapes that shampoo and conditioner ads use that women have come to accept. Also, the models posed and pouted the way they would in a hair care campaign.

We set out to reframe the way women think about fabric softener and the way the rest of the world sees head coverings, whether they’re for religious of fashion purposes. They can be beautiful, comfortable and fashionable.

Women wear head coverings for a huge range of reasons. Including religious beliefs, fashion trends, comfort, sun protection and even to hide a bad hair day. So we showed our target that by using Perla fabric softener, their head coverings can be as soft, beautiful and healthy as well conditioned hair. In doing so, we empowered women to feel as confident and beautiful as they could by making their choice of headwear an extension of themselves.

Research told us that while 98% of women condition their hair every time they wash it, only 2% of women condition their clothes with fabric softener, whenever they do a load of washing. Our objective was to get women to see that fabric softener creates healthier, longer lasting and stronger fabrics, just like conditioner does to hair.