The Saturdays star, 36, watched a collection designed to be worn for years to come all in the name of sustainable fashion aimed to be ‘passed down the generations’
Rochelle Humes donned a statement archive piece for London Fashion Week as she made an appearance at the highly-anticipated Marques ‘Almeida show.
The Saturdays star, 36, watched as intergenerational models showcased a capsule collection, designed to be worn for years to come all in the name of sustainable fashion.
The S/S 2026 runway show, which was held at 22 Bishopsgate, saw the fashion house collaborate with Dylon Detergent, as they put long-lasting pieces at the heart of its new collection.
“It’s such a special moment to be at the show to celebrate the Marques ‘Almeida collaboration with Dylon. It’s so important to look after your clothes because you can ensure you are keeping favourite pieces looking their best,” Rochelle said.
“Alaia is already raiding my wardrobe and got her eye on a few items so I’ll definitely be holding onto this one so that she can wear it when she’s older! Most of my statement pieces from my favourite designers are carefully crafted and require a gentle wash – which is exactly why Dylon is perfect- it cleans gently, looks after the fibres and keeps colours fresh.”
Seven pieces of the collection were washed with Dylon’s Triple Renew formula, extending the lifespan of the clothes and enabling fashion lovers to pass them down through generations.
‘As a brand, sustainability is at the heart of everything we do – from transforming waste into fashion to maintaining a transparent, local supply chain. We’re not about fast fashion or fleeting trends; we want our clothes to hold memories, tell stories, and, most importantly, be worn and loved for as long as possible,” brand founder Marta Marques said.
“That’s why we’ve partnered with Dylon Detergent – to help our customers care for their clothes, keeping them looking fresh so favourite pieces can be cherished and passed down for generations.”
With enough clothes on the planet to dress the next six generations, it’s no surprise that 81% of Brits admit that their wardrobe is packed with items that they have never worn, according to a new poll conducted by Dylon.
And despite this, a whopping 99% are still regularly hitting ‘add to cart’ for brand new clothes. However, this is changing amongst Gen Z, with the research showing that vintage and pre-loved clothes are gaining more popularity with 81% of 18-24 year olds owning an item that was passed down to them and 64% looking to pass their own items on again.
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