Electrolux presented its first Fashion Award to Pauw, a respected Dutch clothing and design brand, at the 100th edition of the Salon Prêt-à-Porter Paris®. Runners-up were Marc Cain and Jean Paul Knott Homme.
The international jury consisted of professional fashion experts as well as VIPs from Electrolux, the Stockholm, Sweden-based appliance giant. They selected the Pauw brand for its design, which the judging panel found best reflected Electrolux design values: Intuitive, Simplicity, Purity, Reassuring, Humanizing and Freedom.
The Electrolux design values were defined through extensive, ongoing consumer research, which covered thousands of homes across Europe already. Johan Bygge, CEO of Electrolux Major Appliances Europe and Asia Pacific, presented the award to Pauw.
The award ceremony showcased winner Pauw, runners-up Jean Paul Knott Homme and Marc Cain, and nominees Pablo, Rene Dhery, Another Woman, PSSY, and La Petite Française.
"Competition has been very tight," says Ulrich Gartner, Electrolux's vice president of communications, Europe. "All nominees presented outstanding designs that shared many of our own values. Ultimately, the jury felt that the stylish and creative works of Pauw best matched our own design values. We feel that the Pauw collection would greatly appeal to our consumers."
The Jury selected one nominee from each of the eight trend areas that divide up the Salon. For the Award ceremony, each of these eight nominees was presented to the audience through a short film, after which the winner of the first Electrolux Fashion Award was announced. The prize for the winner is the development of one season's catalogue, combining images of the collection with Electrolux appliances.
This is the first time an appliance manufacturer has granted a fashion award at the Salon de Prêt-à-Porter Paris.
The Electrolux Group produces appliances for kitchen, cleaning and outdoor use, including refrigerators, washing machines, cooking appliances, vacuum cleaners, chainsaws, lawn mowers, and garden tractors. It sells about 55 million consumer and professional products under brands names like AEG, Electrolux, Zanussi, Frigidaire, Eureka and Husqvarna. In 2004, Electrolux had sales of SEK 121 billion (approx. U.S. $16.2 billion) and has 72,000 employees.
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