Electronics retailer Electrolux has launched a first-of-its-kind partnership with the Whitehouse Institute of Design in Australia in a bid to reframe how future fashion designers approach sustainability, focusing on laundry
The collaboration sees Electrolux helping integrate fabric care education directly into the design curriculum at the Whitehouse Institute. The goal is to empower students to create garments that are built to last.
This comes as 92 million tonnes of textile waste is generated globally each year according to Global Fashion Agenda’s Pulse Report, and the majority discarded prematurely due to poor care practices. In Australia, over 300,000 tonnes of textiles are discarded each year.
“This is about shifting the sustainability conversation upstream,” Electrolux head of marketing in AU/NZ Christina Kumcevski said.
“By embedding knowledge of fabric care and durability into the design process, we’re helping the next generation of creatives think beyond aesthetics and design with purpose.”
As part of the partnership, Electrolux has installed its latest front loader washing and stem head pump dryer across the Whitehouse Institute’s studios for students to use in their studies.
Both Fashion Design and Creative Direction and Styling students also took part in a hands-on workshop at the Electrolux Experience Centre, learning how different textiles respond to modern care technologies.
“Sustainability is no longer a trend, it’s a responsibility,” Whitehouse founder and executive director Leanne Whitehouse said.
“With Electrolux’s partnership, both our Fashion Design and Creative Direction and Styling students can now explore the connection between creativity, care, and longevity in a tangible way. It’s a unique opportunity to design with both innovation and integrity.”
To amplify the learnings beyond design studios, Electrolux is rolling out a content series across its digital channels, aimed at educating consumers about the link between laundry habits and fashion waste.
The partnership also includes a new student grants program, rewarding fashion projects explored through video submissions that combine bold creative thinking with a sustainable mindset.