To prove the modern technique of the new AEG laundry range, we put the machines to the ultimate test: Wash and tumble dry a whole new fashion collection – just hours before the catwalk!
AEG wanted to prove that their new laundry range could wash the most unwashable clothes. Therefore they challenged Whyred to wash and tumble dry parts of their A/W17 collection during Stockholm Fashion Week. Just hours before the catwalk. Whyred, one of Scandinavia's most popular clothing brands have a long history of working with sustainability, both in design and material. For Roland Hjort, head designer and founder, the test was a way to prove that pure materials of high quality should not hold back the creativity in their fashion due to if the customer can wash their clothes or not at home. And for Whyred it was also important to demonstrate that you can get a longer life of your clothes if they are cleaned properly, in your own washing machine. AEG new machines are capable of both washing and tumble dry wool and silk without affecting the color, fiber or structure of the garment. Although the clothes has a care label that says dry clean or hand wash.
Art Director:Pj Lindqvist
Copywriter:Jenny Åberg Hüttner
Project Manager:Therese Andersson
Project Leader:Johanna Bergbom
Director:Kirke Aillo Rodwell
Executive Producer:Martina Stöhr