By Martin Vedris

SYDNEY: Electrolux has hired celebrity fashion designer Alex Perry as their Fabric Care Ambassador to endorse their Iron Aid dryer and to work with the company in an ongoing advisory role for fabric care.

The collaboration between Electrolux and Perry was announced at a special pre-media retailer launch at Studiotwenty4 in the Rocks, Sydney yesterday.

The launch featured models who pulled a selection of Perry’s delicate evening dresses from a wall of Iron Aid dryers and put them on to demonstrate how the dryers can be used even on delicate garments.

Because Perry’s designs are often embellished with sequins, feathers, lace and other intricate fabrics, they are not garments normally recommended for tumble drying. However, the pairing of Perry and the Iron Aid dryer presented a stark demonstration of the dryer’s fabric care features.

The Electrolux Iron Aid dryer has a unique technological innovation with special steam cycles that Electrolux says will reduce and remove wrinkles and creases, or even eliminate the need to iron — saving time and hassle.

“I have long admired the design and innovation behind Electrolux products. Becoming the Fabric Care Ambassador for Electrolux was a natural step for me, as anything that reduces the amount of wear and tear on your delicate garments is a huge plus in my books,” said Alex Perry.

“Many garments are suitable for the Iron Aid dryer, which is why I am proud of this alignment. Delicate gowns with boning, sequin detailing, lace, feathers, chiffons, fine silks or tailored suit jackets and shirts can all be refreshed using the ‘Refresh’ cycle. And something you would normally think twice about putting near an ordinary dryer can be dried in the Iron Aid dryer, like silk shirts, can be safely dried using the Iron Aid Silk Cycle,” Perry said.

Trevor Carroll managing director of Electrolux said, ”To further our work with leading experts, we saw opportunity in the fashion arena with one of Australia’s most iconic designers."

"Electrolux is very excited to be working with Alex. We are delighted that he endorses the Electrolux Iron Aid dryer for his beautiful garments. We can learn from Alex and his expertise with delicate fabrics, and will look to apply the learnings to our new product developments ongoing."