When Electrolux brand AEG made its documentary The Next Black to explore the future of clothing and its fusion with technology, biology and sustainability, the response was overwhelming.
Having brought innovations to market for over 125 years, AEG likes to give consumers a glimpse of the future. And that’s exactly what its engaging documentary The Next Black delivers.
Capturing consumer attention over the value of good fabric care isn’t easy. But by focusing on emerging fashion and fabric trends—wearable technology, bio-couture, waterless dyes and slow fashion—AEG’s film The Next Black succeeds in engaging with consumers around the future of designing, wearing and caring for clothes. The groundbreaking documentary showcases AEG’s brand philosophy ‘always an idea ahead’, with innovation and sustainability at its heart.
It positions Electrolux brand AEG as a sustainability leader, aligned with respected visionaries in the fashion industry who are co-creating the future of clothes. The core message: that great fabric care using innovative machines such as the ÖKOKombi Plus washer-dryer lengthens garment lifetimes and saves water and energy. It has helped boost sales 17% above the original, ambitious target.
The Next Black caused quite a buzz in the fashion industry. As a result, AEG received a slew of much-prized fashion week speaking invitations and the opportunity to engage with consumers. AEG is also exploring cross-industry partnerships with garment companies and universities. These opportunities keep AEG a step ahead of competitors and provide increased exposure to consumer insights.