Fashion doesn’t just create desire for what’s new; in an endless cycle, it advertises each new piece as essential. No wonder we overlook what we already have.

Meanwhile, the appliances that care for these pieces are advertised with cold, hard specs: cycles, tech, settings.

For LG, innovation isn’t about features for their own sake — it’s about making life better while protecting the things that matter most.

The #StillWearingIt Collection celebrated the pieces Canadians already had in their closets. Using the language of fashion drops, it turned a laundry category obsessed with specs into something emotional. LG became the technology to trust with the garments that matter most.

Six real pieces were sourced from six Canadian closets. Presented as a drop, each garment was named like a product release, with its recommended care mode displayed like a price tag.

It was easy for me to get jazzed about this work. To me, clothes are emotional. I find fashion fun, magnetic and easy to over-shop. Turning laundry into a fashion-y moment, re-wearing into a point of pride, and your own wardrobe into something you covet? Yes, please.