The Coolest Ihram.
Saudia turned the ihram every pilgrim must wear into protection from the heat: a garment made with a patented cooling fabric that lowers skin temperature by up to 2°C, first worn at Hajj 2025.
- Brand
- Saudia
- Agency
- Landor
- Market
- Saudi Arabia
- Region
- Saudi Arabia
- Year
- 2025
The challenge
Hajj pilgrims walk up to 60 km over five days, in dense crowds, with temperatures reaching 51°C and 37% humidity, according to Landor's case study, and they do it with nothing that protects them from the heat. D&AD's entry calls it a serious heat risk.
The idea
Saudia and Landor Dubai made the ihram itself the protection. Working with textile engineers, Saudia created The Coolest Ihram, which D&AD's entry describes as the first ihram made with a patented cooling fabric: it lowers skin temperature by up to 2°C, helping to delay overheating and reduce the risk of heatstroke. Saudia Group's May 2025 announcement named the US cooling-fabric company brrr® as a partner and added UPF 50+ sun protection. Landor says the garment is sold through Saudia's customer channels, e-commerce platforms and official Hajj travel agencies worldwide.
Results
- Protected 8,400 pilgrims at Hajj 2025, its first season
- Endorsed by the Ministry of Hajj
- More than 14,000 garments distributed, with over 237 million media impressions and SAR 8.2 million in earned media (Communicate, June 2026)
- 20% uplift in positive brand sentiment, according to Landor
Case study source: Landor Source ↗
Awards
- Cannes Lions 2026PR LionsBronze
- Dubai Lynx 2026Design – Innovation in DesignBronze
- Dubai Lynx 2026DesignGrand Prix
- The One Show 2026 Merit, Branding & Design: Design for Good
