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TAILORED TECHNOLOGY, A MOSCOW CATWALK DEBUT

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05/12/2012

Smeg held a star studded fashion show in Moscow on 21st November to officially launch a new style icon in Russia – the unique FAB28 denim fridge. The event, hosted by Andrei Malakhov, the well-known Russian TV presenter and entertainer, centred around an amazing catwalk show with clothes provided by fashion designer Nikita Khlebov.



The Independent FAB, the result of a collaboration between Smeg and Italia Independent, an Italian brand of creativity and style, is not just any fridge, not just any denim. Objects from the past and  traditional ideas have been stitched together with style and refinement to create a new fashion icon, the first fridge entirely covered in denim.

When introducing the Independent FAB to the guests Vittorio Bertazzoni, Smeg’s CEO, said:“It is my greatest honour to present FAB denim to you today. The retro style has become very popular, but it should not be forgotten that we are now in the 21st century, which is why we decided to combine retro and modern day trends. By wrapping the refrigerator’s classic rounded edges with denim we are opening up a new era of refrigerators.”

The fabric symbolises freedom, rebellion, originality and style. It goes without saying that in order to use it in a domestic context, it was specially treated to protect the fridges surfaces from splashes of water, oil, milk and fruit juices.

The catwalk show and party was attended by a number of guests from Russia, Ukraine, Kazakistan and other CEE countries where Smeg is a rising star in the premium appliance field. Smeg’s customers were joined by a number of special guests and celebrities including Filipp Kirkorov, Elena Konagen, Natalya Shkuleva and contestants from the reality TV show “Holidays in Mexico”. All the guests were asked to dress for the occasion by wearing an item of denim, and were treated to authentic Italian appetisers and wines throughout the evening. Smeg took the opportunity to showcase a couple of other new products at the event including a FAB28 with USSR symbol, and the sparkling new Victoria TR4110 traditional style cooker with Swarovski crystal inserts.

The Independent FAB, a highlight of Made-in-Italy, inventive design, imagination, and originality with an element of surprise, personifies creativity for the home, style for every day.