MMM: LG launches London Fashion Week AW13 campaign with Holly Fulton designer collaboration - MMM...
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Feb 14 / Erica

MMM: LG launches London Fashion Week AW13 campaign with Holly Fulton designer collaboration

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As London Fashion Week kicks off tomorrow, it was announced today that LG Electronics will return as the Official Garment Care Supplier for the fourth season in a row.

It basically means that as part of the brand’s campaign, the LG Steam Team will provide expert fabric care support to designers and exhibitors backstage at LFW’s Somerset House venue, making sure every collection looks fresh, sleek and sharp for the runway. You may think looking after your own wardrobe dry-cleaning needs are tough, imagine dealing with prototypes for next season’s ranges.

The brand will also be working with recent Fashion Forward winner, designer Holly Fulton, to promote the importance and need for innovative fabric care technologies.

Holly Fulton designs SS13 Image: Merry Little World

Holly Fulton designs SS13
Image: Merry Little World

Holly says: “Unique fabrications with complex graphic embellishment are at the essence of my collections. It’s exciting to see new more innovative and creative fabrics filter down from the catwalk to the high street, but equally as a designer I know there’s a practical reality of garment care that comes into play. That’s why a partnership with LG – the Official Garment Care Supplier of LFW – seems such a natural fit for me, as a designer who’s really pushing boundaries with fabric design.”

Holly Fulton sketches SS13 Image: Chloe Martlew

Holly Fulton sketches SS13
Image: Chloe Martlew

The British designer will develop a bespoke Pinterest board ‘Holly Fulton for LG’ showing the inspiration behind her unique fabric prints and embellishment at the heart of her latest collection.

And for the fashion addicts amongst you, LG have set up a YouTube page, where you will be able to see daily highlights of LFW here.

 

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