Habibi

Arabic script grabs attention and sometimes even concerned stares from the public - thanks to a negative connotation created by the popular media. 28 letters misread. Countries mistreated. A whole culture, misunderstood. This is Habibi - a beautiful word in Arabic that means sweetheart. It is also a statement fashion brand that hopes to destigmatise Arabic script. The aim? Spread a sweet message to change a bitter misconception. The result? Over 10,000 products sold in over 20 different countries, and over four million impressions. All starting with a budget of €0.