Electrolux has announced a partnership with Whitehouse Institute of Design, Australia, to reframe how future fashion designers approach sustainability—starting not with the runway, but with the laundry.
The collaboration sees Electrolux, a leader in sustainable appliance innovation, join forces with one of Australia’s top fashion schools to integrate fabric care education directly into the design curriculum. The goal: empower students to create garments that are not only beautiful but built to last.
With 92 million tonnes of textile waste generated globally each year according to Global Fashion Agenda’s Pulse Report, and the majority discarded prematurely due to poor care practices, the partnership tackles fashion’s waste problem at its root.
“This is about shifting the sustainability conversation upstream. 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,” said Christina Kumcevski, Electrolux’s head of marketing for Australia and New Zealand.
Rooted in Electrolux’s Swedish values of innovation and environmental responsibility, this partnership goes beyond theory. Electrolux has installed its UltimateCare 900 Front Load Washing Machine and Steam Heat Pump Dryer across Whitehouse Institute of Design’s studios, giving students the opportunity to test fabric performance and washability under real-world conditions.
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—deepening their understanding of how everyday appliance choices can impact the lifespan of fashion.
“Sustainability is no longer a trend, it’s a responsibility,” said Leanne Whitehouse, Founder and Executive Director of Whitehouse Institute of Design, Australia. “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 – and helping to shift everyday behaviours for the better.
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. The initiative is designed to spotlight future talent that balances style with substance – and positions care as a design choice, not just an afterthought.
