Dan Barfield, Director of Digital Appliances at Samsung UK & Ireland, shared his excitement about the collaboration: “We’re proud to be a part of E.L.V. DENIM’s London Fashion Week debut
Samsung’s commitment to sustainability was on full display at London Fashion Week as the tech giant joined forces with luxury brand E.L.V. DENIM for a one-of-a-kind fashion presentation titled The Journey. The event, which marks E.L.V. DENIM’s debut at the prestigious fashion week, showcased the brand’s dedication to creating high-end fashion from 100% upcycled materials. The collection traced the evolution of E.L.V. from its first pair of jeans in 2018 to a complete ready-to-wear range, including shirting, tailoring, and evening wear.
The show’s backdrop featured Samsung’s Series 6 Washing Machines and Tumble Dryers, which played a pivotal role in the sustainable narrative. With eco-friendly features designed to reduce water and energy consumption, these appliances were the perfect fit for the fashion event. Additionally, Samsung’s products help minimize the release of harmful microplastics, making the collaboration a powerful statement toward responsible consumption.
Dan Barfield, Director of Digital Appliances at Samsung UK & Ireland, shared his excitement about the collaboration: “We’re proud to be a part of E.L.V. DENIM’s London Fashion Week debut. This presentation highlights both brands’ commitment to innovation, with our laundry innovations helping to extend the life of clothing by using less water and energy. We’re committed to providing consumers with products that prioritize responsible practices in the fashion industry.”
Anna Foster, Founder and Designer of E.L.V. DENIM, also spoke about the importance of transparency in fashion: “We believe we make the best jeans in the world. Our commitment to upcycling, local manufacturing, and sustainability sets us apart. Through our fully transparent presentation, we aim to share every step of our process, proving that we’re not just making jeans—we’re rewriting the rules of fashion.”
E.L.V. DENIM’s unique approach to fashion involves transforming garments that would otherwise end up in landfills into premium products, a concept that aligns with Samsung’s sustainability initiatives. The fashion show highlighted the six core elements of E.L.V. DENIM’s production process: sourcing, washing, grading, pairing, cutting, and sewing, demonstrating how the brand has integrated sustainable practices into each stage of garment creation.
Samsung’s laundry innovations, such as EcoBubble™ technology and the Less Microfiber™ Filter, were showcased as part of this collaboration. EcoBubble™ technology allows for effective washing at lower temperatures, saving energy, while the Less Microfiber™ Filter reduces the amount of plastic microfibers released into the ocean during laundry cycles.
The partnership between Samsung and E.L.V. DENIM at London Fashion Week underscores the growing importance of sustainability in both fashion and technology, proving that innovation can drive responsible consumption.
