Would you wash your brand new cashmere sweater, or maybe your delicate silk dress, with clear a NO machine wash label in a washing machine? I would most definitely have said no a few weeks ago.. and tried to stop anyone who would dare to do so. Actually Anthony used to have forbidden access to our laundry room because of this. I simply dont trust anyone with my clothes!
That was until we were invited to Sweden with AEG for the launch of their new washing machine and dryer. They had teamed up with one of our favorite brands WHYRED to do one of the most outrageous things I have yet heard about in fashion.. to wash and tumble dry the entire collection right before the runway show. Of course we had to see this with our own eyes! WHYRED have long been known for sustainability and using high quality materials, so naturally they want their clothes to last for the longest possible, even if it means washing at home.
So off we went. We spent the day filming what later became a really cool ad, and spent the day backstage watching all the models get ready for the big show. It was such an experience watching how an ad like this is made, and how many talented and creative people go into it. We also got to be part of it you can watch it here