LG teams up with Very.co.uk for emergency garment care service

The LG Style Saving Service will be available to hail in the Soho area
The LG Style Saving Service will be available to hail in the Soho area

LG aims to come to the rescue of fashionistas in peril this London Fashion Week (LFW) with an emergency garment care and replacement service.

Devised in partnership with Very.co.uk, the experiential campaign will kick off tomorrow (19 February) around the W1 area of London and will also run on Monday and Tuesday (22-33 February).

Consumers will be able to tweet @LGUK with the hashtag #SaveOurStyle to request a speedy pick up of stained, creased or under-the-weather garments via a branded black van.

Very.co.uk will provide a replacement item for the fashionable damsel in distress to wear, meanwhile a team from LG will use the brand’s home appliance technology to launder the imperfect item of clothing.

LG has conducted research into the counter effects of stains to complement the live activity. This revealed that a quarter of people admitted that they were prone to dropping their breakfast or morning coffee down themselves whilst travelling to work, while more than a third called off a first date, missed a night out with friends or cancelled a job interview as a result of a spillage disaster.

It is the tenth year LG has worked backstage at LFW to care for designers’ catwalk items.

Dawn Stockell, head of brand, LG Electronics, said: "We know from the research that people are increasingly frustrated (23%) and annoyed (31%) when clothes are damaged by stains, even resorting to extreme measures when these types of incidents happen. 

"However, there are simple solutions to help keep clothes in tip-top condition ensuring many more wears, and LG’s Style Saving Service brings the washing expertise and service of LG’s backstage LFW Steam Team to the general public for the first time."

More from LFW: Sponsors reveal brand activations for London Fashion Week

In pictures: Madame Tussauds unveils brand-packed LFW experience

London Fashion Week to reach 35 million via outdoor screenings

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