Miele At 'London Fashion Weekend': Is This The End Of 'Fast Fashion'?

I don't know whether it is the gloomy economic forecast or the trend towards ethical fashion that is making the concept less acceptable but it seems that the chorus calling for an end to 'fast fashion' (also known as 'throw-away' fashion) seems to be getting ever louder. Instead, editors and designers seem to be pushing us towards "investment pieces" meaning good quality garments that can be worn for many seasons to come. Anna Wintour herself has been photographed wearing the same dress two and even three times out in public sparking a debate over whether, in her own inimatable way, she's trying to tell us something.

That's all fine and good but investment pieces, unlike fast fashion, requires more care and attention. I've been "disappointed" (read: driven to murderous thoughts) too many times by a trusted dry cleaner not to feel conflicted about entrusting him with say, my favorite Roland Mouret dress or my delicate Lanvin cocktail dress. Even the best and most careful professional cleaners can make a mistake and get it horribly, horribly wrong (I still to this day cry over a favorite vintage YSL Rive Gauche blouse rendered unwearable by one such mishap). So, what is a hard core fashion follower to do? Miele, the German maker of home appliances and gentle laundry care specialists, might have at least part of the answer.

I recently attended 'London Fashion Weekend', a trade show designed to capitalize on the buzz generated by London Fashion Week (which took place last week), as a guest of Miele and witnessed the "rose test". The lovely marketing team from Miele had each guest/fashion blogger throw in an actual rose into a Miele washing machine to demonstrate just how delicate Miele's technology is on even the most delicate of your precious fashion treasures. We put the roses through a 30 minute wash and rinse cycle (without laundry detergent) and as the pictures below will attest, they came out perfectly intact (including the delicate scent). The gentleness of the technology is achieved via Miele's patented 'honeycomb' drum which provides gentle washing and drying results by creating a low friction 'cushion' of water or air between the clothing and the sides of the drum.

To drive the point home, Miele had invited Jasper Garvida, the most recent winner of 'Project Catwalk' (the U.K. version of reality fashion competition 'Project Runway') who makes incredibly elaborate and beautifully crafted garments that are the absolute antithesis of 'fast fashion'. Garvida has partnered with Miele for 'The Miele Fashion Prize' whereby the winner will have his or her garment made by Garvida (more on this contest and on Garvida later). The competition is organized in association with, Sparks, a children's medical charity which seeks to raise awareness and fund research across the whole spectrum of paediatric medicine across the United Kingdom. Miele is a proud corporate supporter of this noteworthy charity.

I will be publishing a separate post on 'The Miele Fashion Prize' and a brief Q&A with Jasper Garvida next week. Until then, enjoy the weekend!

Sincerely,

The Luxe Chronicles

All photos are the exclusive property of The Luxe Chronicles. All rights reserved.

Comments

[Make Do & Mend]

Ah the G9 turned up trumps with the photos!