Perla: Hijab

92% of women use conditioner every time they wash their hair. Only 2% use fabric conditioner when they wash their clothes. We had to show our audience that conditioning clothes is as important as conditioning hair. Fabric Hair is a print and outdoor campaign that features beautifully soft, silky fabrics in place of luxuriously silky hair. These stunning portraits were more than just a statement about soft, smooth, static free clothes. They were a celebration of female beauty, cultural acceptance and diversity. Created and produced in Melbourne, this project was a collaboration between whiteGrey and Grey Maruri.