Who would have ever guessed that the Electrolux head office in Mascot, Sydney, would have made the perfect setting for a chic runway show? In September last year, the Electrolux showroom was transformed into a fashion hub, playing host to the Alex Perry Winter Collection 09 Fashion Show.

Although a non-traditional venue for a high profile fashion show, the Electrolux showroom proved to be an ideal space for the exclusive event. Utilising the entire space, the runaway stretched the length of the showroom and was lined with seating for over 250 guests, including celebrities, fashion buyers and media. Pre show, guests mingled throughout the Electrolux display kitchens, checking out the latest Electrolux appliances whilst enjoying champagne and canapés. Social photographers kept the evening’s energy alive, snapping the celebrity guests as they arrived at the Electrolux head office and photographing the models as they sauntered down the runaway, wearing lavish Alex Perry designs.

Requiring the best treatment for his fabrics and beautiful designs, Alex Perry has been ‘road testing’ his Ready to Wear Collections with the Electrolux Iron Aid Dryer. Alex’s favourite feature of the Iron Aid is its clever “Refresh Cycle”, which uses steam to refresh clothes between dry cleaning or washing. Suitable for even Alex’s most delicate gowns with sequin detailing or lace, the Iron Aid’s Refresh Cycle has a regenerative effect on your clothes and helps you to reduce expensive dry cleaning bills.