ABOUT

To challenge the secrecy around pad taboos, we created a symbol of transparency - a line of see-through bags "Taboo Totes".
We collaborated with daring local influencers to proudly showcase their pads in transparent totes during one of the region’s most anticipated period of time– the Dubai fashion week.
Unbranded and without carrying any message, our totes then made their way into the media frenzy of the Dubai Fashion week, stealing the show and garnering extensive coverage.
In less than 48 hours the campaign went viral, generating both outrage and support across all corners of the region.
With numerous other influential women joining the conversation, uncovering the “pad shame” women carry every day.