Dylon Detergent returned as the official laundry partner of London Fashion Week this week. The brand teamed up with Marques’Almeida for the label’s S/S 2026 show at 22 Bishopsgate.
The collaboration highlighted the importance of slow fashion. Showing that when you invest in quality pieces and care for them, clothes can be reworn, restyled, and even passed down through generations.
Seven looks in the collection were washed with Dylon’s Triple Renew formula. This product gently cleans, revives colour, and refreshes fibres. The result was a capsule wardrobe that combined Marques’Almeida’s edgy style with lasting durability. This ties in with new Dylon research, which found that 44% of Brits want versatile, long-lasting pieces.
The theme of intergenerational style appeared both on and off the runway. Models of different ages wore Marques’Almeida designs, while Rochelle Humes sat front row in an archive piece from the brand. She said she plans to pass the outfit on to her daughter, Alaia-Mai.
Marques’Almeida co-founder Marta Marques explained the thinking behind the partnership:
“We’re not about fast fashion or fleeting trends; we want our clothes to hold memories, tell stories, and be worn and loved for as long as possible. That’s why we’ve partnered with Dylon – to help people keep their favourite pieces looking their best.”
This message reflects a wider shift in consumer habits. Dylon’s research shows that 81% of Brits own clothes they have never worn. Yet the appetite for buying new items remains strong. With enough garments already in circulation to dress the next six generations, both Dylon and Marques’Almeida are urging shoppers to make thoughtful purchases and care for what they already own.
Antonia Wigan from the British Fashion Council praised the partnership. She noted that it shows “how creativity and innovation can be used to extend the life of clothes.”
The event drew a high-profile crowd of press, influencers, and VIP guests. Rochelle Humes also spoke about the personal side of the project:
“It’s so important to look after your clothes so they last – Alaia already raids my wardrobe, so I’m keeping this Marques’Almeida look for her.”
By blending sustainability with style, Dylon and Marques’Almeida made a strong case for fashion that lasts.
