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Ben Allen for LG

As Official Garment Care Supplier of London Fashion Week, LG has collaborated with artist Ben Allen to transform iconic clothing care symbols into works of art, helping raise awareness of how people can keep their clothes looking good for longer.

With more than 600,000 people estimated to have spoiled a staggering nine items in just 12 months, LG has partnered with artist Ben Allen to promote garment care this season in an attempt to prevent £2 billion of clothing being ruined every year.

 

Together with LG, Ben is putting garment care and slow fashion at the forefront of the fashion agenda by transforming iconic clothing care symbols into twelve works of art. LG is committed to helping people to care for their clothes and LG’s 6 Motion Technology ensures that washing clothes is as simple and effective as possible. Meanwhile our NFC technology ensures that machine users have an unprecedented level of control over their washing. A simple tap of a compatible smartphone against the machine can upload new wash cycles tailored specifically to individual garments and materials through the LG Smart Laundry app.  

 

Our collaboration with Ben Allen is all about demystifying some of the most common clothing care symbols, ensuring that people can select the right wash to clean and look after for their clothes, preventing throw away fashion culture and ensure that favourite items can be worn again and again.

loookgood-logo
mild_machine_wash_40
Mild Machine Wash 40
gentle_machine_wash_30
Gentle Machine Wash 30
do_not_iron
Do Not Iron
tumble_dry_low
Tumble Dry Low
dry_lfw
Machine Dry
hand_wash
Hand Wash
machine_wash_30
Machine Wash 30
dry_clean
Dry Clean

Ben, who has also created artworks for the likes of Jade Jagger, Stephen Dorff, Sophie Ellis Bexter and Richard Branson with art displays in Selfridges and a 40ft artwork dominating the Notting Hill headquarters of Virgin has also designed a wrapped LG washing machine utilising his bright and bold care label designs, for John Lewis.

 

 

Ben says, “I consciously do what I can to make sure I live a sustainable, eco-friendly life, and a crucial part of that is making sure that is cutting down on waste. With this collection of artworks for LG I really hope that people will become more aware of what they’re doing when they wash their clothes. Working on this project has definitely put the Slow Fashion movement on my agenda and I hope it encourages other to find out more for themselves too.”

With a collection of statement pieces of art and one-off wrapped washing machines, LG hopes to raise awareness of the often ignored care symbols and encourage those in the UK to take the time to educate themselves about how best to care for their clothes, extend the lifetimes of their garments and keep them looking good for the longest time possible.