With the Abaya Wash washing machines, Panasonic protects what you express

November 22, 2018

It was a launch with a difference.  Renewing its strong commitment to the Middle East, Panasonic, have announced a range of washing machines designed to wash the traditional attire ‘Abaya’, targeting Arab women. The Japanese manufacturer has rolled out seven models of washing machines – five fully automatic front loaders, and two top loaders – with its unique ‘gentle wash’ for the exquisite and delicate Abaya.

Marketed under the banner “Protects What You Express”, the ‘Abaya Wash’ campaign acknowledges that Abaya is possibly one of the most important garment in an Arab woman’s wardrobe as it is her platform for self-expression. The concept is about understanding that each abaya is unique and that every thread that makes up the garment – from the delicate fabric to the fine embroidery extending to the beads – is an expression of the woman’s identity.

The washing machine range through its unique design provides gentle and delicate wash for the Abaya, much akin or gentler than a hand-wash to protect the intricate details including the delicate fabric.

Ideal for all type of garments, the range of washing machines will be an asset to any home as they have a host of features, depending on the model, which includes Sananami or wave shaped drum, Dual Pulsator, ‘Pause and Add’ for intelligent stopping and adding clothes without interrupting the wash cycle and industry leading 5-star energy rating in UAE.

In GCC, depending on the country, the washing machine comes with a minimum of 10-year warranty on motor for added peace of mind for the end-users.

Panasonic’s range of washing machines with ‘Abaya Wash’ are now available in the UAE and across the GCC at select outlets.

by Anil George
Avid follower of all things tech. In between his quest for the ultimate gizmo, Anil fiddles with light meters, collects rare books and feeds his fetish for Jap horror movies. As Managing Editor of T3 Middle East for the GCC, Anil oversees content direction across print and digital. He was a CES 2020 Innovation Awards Judge, reprising his role as an Innovation Awards Judge at CES 2018, CES 2017, 2016 and 2015. Anil is also the Middle East's first Brand Ambassador for Ashdown Engineering. Reach him at: editor@t3me.com.