Zuhair Murad has released a limited-edition T-shirt to raise money for Beirut disaster relief, and a host of celebrity names have already sported the piece.
The shirt is emblazoned with the slogan, "Rise from the ashes", a phrase that has represented the spirit of the Lebanese people since the August 4 port explosion. The likes of models Alessandra Ambrosio and Devon Windsor, Friends star Courteney Cox and Modern Family's Sofia Vergara have all posed wearing the T-shirt on Instagram. In November ast year, Windsor got married wearing a dress by Murad.
"I am joining [Zuhair Murad] in helping the people of Beirut. They have lost so much in this tragedy," Vergara captioned a photo of herself wearing the T-shirt.
Murad explained on the label's Instagram: "100 per cent of the profits from this limited-edition tee will support the relief efforts of Offrejoie, [a humanitarian organisation that is] currently on Lebanese ground responding to the humanitarian needs of the people of Beirut."
In the days since the campaign has gone live, more famous faces have donned Murad's T-shirt, lending their support to the cause.
Mohamed Hadid, the Palestinian-Jordanian property developer and father to models Gigi and Bella Hadid, has posed in the T-shirt on Instagram.
Saudi-Australian model Shanina Shaik and Dubai Lebanese blogger Karen Wazen Bakhazi, who lives in Dubai, have also worn "Rise from the ashes" T-shirts.
"Together, we can really make a difference. The people of Beirut will stand up in strength again," Wazen Bakhazi, who posed with husband Elias Bakhazi, captioned her image.
The August 4 explosion claimed more than 170 lives and left thousands more injured and homeless.
Murad is a long-time favourite designer of Hollywood's most famous, and his designs are often seen on red carpets. The likes of Jennifer Lopez, Taylor Swift and Priyanka Chopra have all sported his designs.
In the explosion, his 11-storey office and atelier on Charles Helou Avenue were both left in ruins. Showing a glimpse of the destroyed building on social media, the designer wrote: "My heart is broken. Can't stop crying. The efforts of years went in a moment."
Purpose-built over several floors, the designer's headquarters faced the sea, and had little protection against the force of the explosion.
"Although our Beirut headquarters are completely damaged, I am extremely thankful for the safety and well-being of the Zuhair Murad family," Murad said in a statement. "May all the victims of this tragedy rest in pure peace, my heart is with every one affected."
Lopez was among the stars who replied to the couturier. She wrote: "OMG ... this is heartbreaking ... I am so sorry ... this is awful ... thank God you are safe ... sending you love and strength during this time."
The T-shirt is available to buy for a limited time for $25.99 (Dh95). It comes in a variety of styles and fits, with fitted T-shirts, hoodies, tank tops, long sleeve T-shirts for both men and women available.