Siemens Home Appliances UK Celebrates Futuristic Fashion with New Campaign

Global technology leader Siemens Home Appliances UK has launched the latest in a series of films showcasing the Future of Fashion, with a new feature which explores the creation of garments which incorporate innovative wearable technology.

Created and produced by the brand entertainment agency Media Bounty, Future of Fashion airs from Monday, April 18 for three months across YouTube, Facebook and Instagram. Planning is by Mediacom, design by Cheetham Bell and PR by Publicasity.

Future of Fashion aligns Siemens’ laundry care technology with the evolution of fabric and sustainable garment design, showcasing the work of Francesca Rosella and Ryan Genz co-founders of the international fashion house CuteCircuit.

The two designers share insights on how intelligent technology works seamlessly with their pioneering interactive designs which are also made to last a lifetime, usurping the trend for fast fashion.

 The film was commissioned by Charlotte Moran, Group Marketing Manager, Siemens Home Appliances, who said: “This new campaign celebrates what is possible by integrating beauty and functionality through the clever combination of smart textiles and micro-electronics. At the heart of this process is a “design for sustainability and quality” product cycle which mirrors completely Siemens’ focus on innovative garment care technology found in our washing machines.”

 Abi Terry, Media Bounty account director said: “The marriage of emerging technology and fashion through the film series allows Siemens to communicate the clearly defined purpose at the core of its own business, by telling the story of others.”

The Future of Fashion follows the Siemens Fabric Series, two short films produced by Media Bounty at the time of London Fashion Week September 2015. The films highlight the innovation and attention to detail in Siemens laundry care appliances, which provide effortless garment care for all types of fabric.

Independent research revealed that favourability towards Siemens as a brand saw a significant uplift of 175% as a result, over those who had not seen the campaign (ie above the standard benchmark of 63% for UK campaigns).