‘Unity is key to solving a crisis’

Homegrown UAE brand Exhale has launched a powerful campaign to unify people during the coronavirus pandemic.

It’s simple: Compassion is contagious.

The brand, which targets “dreamers, creators and doers”, teamed up with Sukoun Identity Studio to produce a series of dramatic and compelling black and white images taken by Dubai-based photographer Waleed Shah.

Founder and director of the brand, Nawal El Masri, explained the initiative is to bring everyone together from all walks of life, regardless of age, background, ethnicity or culture, because “unity is key to solving a crisis”.


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“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,” she said in a statement. “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.”

El Masri noted that in present day, many humans forget to “tap” into their “intuition, emotion, feeling and connecting”.

“The aim is to awaken your most basic human elements in order to come together during a challenging time,” she added.

The campaign is in-keeping with the streetwear brand’s core values. Emblazoned on much of their apparel including t-shirts, jackets and hoodies a are phrases like “remember to breath”, “dreamers, creators, doers”, and most obviously “exhale”.

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Images: Exhale Instagram