How Virgin Mobile UAE's new uniform supports people affected by cancer

Claudia Schmidt, Head of Brand & Digital Marketing, Virgin Mobile UAE, explains why the company commissioned a cancer support charity to design its new customer care uniform.

Virgin Mobile recently joined forces with Blessed, the Dubai-based contemporary fashion label which is the only social enterprise in the region dedicated to helping heal cancer patients through fashion. The mobile service has commissioned Blessed to design specially tailored outfits for its customer care team, with proceeds from the collection providing support to individuals whose lives have been touched by cancer.

The bespoke outfits reflect Blessed’s distinctive silhouette and minimalist aesthetic. The emphasis is on urban comfort while at the same time delivering practical workplace functionality and flexibility and, most importantly, expressing Virgin Mobile’s trendy and light-hearted personality.

The label was founded by Lama Riachi, who was diagnosed with cancer in 2013. She turned her devastating experience into an affirming one, by creating a network for others who were affected by the illness, built on the philosophy of appreciating the positive in everything, every day, and living fearlessly with an ‘Attitude of Gratitude’.


The label supports this philosophy, empowering anyone to look good and ultimately feel good. It has been an honour to partner with the inspirational team at Blessed and support their initiatives. We believe that it is in our DNA as a company to support the communities we work in, and to create positive change in whatever capacity we can.

Partnering with Blessed helps us celebrate the people we love and the opportunities we have; it shines a light in the darkest of moments, reminding us of all the positive things that still surround us. We are happy and proud to support Blessed, and to commit to raising awareness for the company’s cause.

And the feedback from the staff has been great too: “It’s really inspiring to wear this uniform, and I feel lucky to work for a company such as Virgin Mobile, which supports initiatives like Blessed,” Marwa Ali Yahai said.

Heba Khalaf added: “The Virgin Mobile team’s uniform is more than just a uniform to me. It also reflects camaraderie, solidarity, fellowship and togetherness.”

Find out more about Blessed’s work and philosophy at

More from Virgin