Samsung Electronics Co., Ltd. made its London Fashion Week debut alongside British luxury brand E.L.V. DENIM, showcasing a powerful collaboration focused on sustainability and responsible consumption. E.L.V. DENIM’s inaugural presentation, titled “The Journey,” featured a full ready-to-wear collection crafted entirely from 100% upcycled materials, marking a significant milestone for the brand.
The show, set against a backdrop of Samsung’s Series 6 Washing Machines and Tumble Dryers, emphasized the shared commitment of both brands to environmental responsibility. Samsung’s appliances, known for their energy-saving features and microfiber reduction technology, complemented E.L.V. DENIM’s dedication to upcycling and local manufacturing.
“ We’re proud to be a part of E.L.V. DENIM’s London Fashion Week debut,” stated Dan Barfield, Director of Digital Appliances, Samsung UK & Ireland. “This collaboration is a powerful statement towards responsible consumption. While E.L.V. DENIM transforms garments otherwise destined for landfill into high-end fashion, our laundry innovations help extend the life of clothing by delivering a deep clean using less water and energy.”
“The Journey” traced E.L.V. DENIM’s evolution from its first pair of jeans in 2018 to a comprehensive collection featuring shirting, tailoring, leather, and evening wear. The presentation highlighted the six core elements of the brand’s production: sourcing, washing, grading, pairing, cutting, and sewing, offering a transparent look into their sustainable practices.
Anna Foster, Founder & Designer of E.L.V. DENIM, expressed her brand’s commitment to transparency and sustainable innovation. “From the very beginning, we believed—and still believe—that we make the best jeans in the world,” Foster stated. “Our commitment to upcycling, local manufacturing, and true sustainability sets us apart.”
This collaboration between Samsung and E.L.V. DENIM at London Fashion Week underscores the growing importance of sustainability within the fashion industry and highlights the potential for innovative partnerships to drive positive environmental impact.
