BLOOMINGTON, Ill., March 17 /PRNewswire/ — Electrolux has teamed with America’s newest generation of celebrity designers to make housework fashionable. So fashionable that it might be considered a faux pas to hide these one-of-a-kind “Designer Vacuums” in a typical hall closet. Rising new talents Peter Som, Palmer Jones, and Nanette Lepore have added their signature styles to three exclusive Electrolux vacuums to be auctioned on eBay ( www.ebay.com/vanityfairmagazine ) from March 18 through March 27, with proceeds going to a charity of each designer’s choice.
“Electrolux has a heritage of award-winning design prowess, so we’re proud to support the creativity of these gifted designers and their causes,” said Fred Geyer, senior vice president of marketing for Electrolux Home Care Products North America. “Our products have won international acclaim for their combination of advanced technology, innovation, functionality and beauty. These custom-made designer vacuums are another example of our forward-looking style.”
Electrolux tapped each of the designers to create a one-of-a-kind vacuum as part of a partnership between the premium floor care brand and Vanity Fair magazine. The designers put their special marks on different models from Electrolux’s new 2004 floor care line including Aptitude, an effortless upright vacuum, Oxygen, a canister vacuum designed with superior air filtration and Harmony, a canister vacuum with cutting-edge sound suppressing technology. Following are brief descriptions of each designer vacuum:
Peter Som – Electrolux’s Aptitude
Inspired by 1930s glamour, California-born fashion designer Peter Som compares his custom designed sleek black Electrolux Aptitude vacuum adorned with hundreds of Swarovski crystals to a bias-cut charmeuse and diamond Jean Harlow dress. “Design is all about bringing glamour into one’s everyday life,” said Som. “Why shouldn’t vacuuming be just as chic as anything else in life?” Som’s fashions have graced the pages of Vogue, Elle, W and Glamour, as well as HBO’s “Sex & the City” and MTV.
Palmer Jones – Electrolux’s Oxygen
The identical twin sister design team of Kathryn and Lindy Jones, known as Palmer Jones, attributes Electrolux’s Oxygen’s island inspiration to their colorful, light hearted and playful style. “The escapism of our spring ‘Cinderella Island’ collection was the look behind the shadow palm print finish on the vacuum,” explained the duo. The vacuum is painted with Palmer Jones’ signature turquoise and purple colors and dozens of volcano-colored Swarovski crystals spell their much-desired label’s name.
Nanette Lepore – Electrolux’s Harmony
With a celebrity roster of fans that includes Jennifer Lopez, Reese Witherspoon and Sarah Jessica Parker, designer Nanette Lepore, known for her refined and flirty styles, believes that even appliances should look like works of art. Taking her cue from Rococo-era painter Francois Boucher, soft colors and images of femininity make Electrolux’s Harmony vacuum a masterpiece. The vacuum features a boudoir blue finish, delicate hand painted flowers and four oversized, pink lingerie bows that run up the length of the hose to give a feminine look. “The vacuum’s colors are soft and luminous, and I gave it the rich look of a lavish painting,” said Lepore.
Proceeds from the eBay auction will benefit each designer’s favorite charity. Peter Som has chosen The Hetrick-Martin Institute, a leading professional provider of social support for youth of all orientations, as his charity of choice. Nanette Lepore has selected The Southern Poverty Law Center, internationally known for its tolerance education programs. Proceeds from Palmer Jones’ design will go to the God’s Love We Deliver Foundation, dedicated to improving the health and well being of those living with HIV/AIDS.
For more information about the complete Electrolux floor care line, visit www.electroluxusa.com . To make a bid on any of the “Designer Vacuums,” go to www.ebay.com/vanityfairmagazine from March 18 through March 27.
About the Electrolux Group
The Electrolux Group is the world’s largest producer of appliances for kitchen, cleaning and outdoor use combined, with products such as refrigerators, washing machines, ranges/ovens, vacuum cleaners, chain saws, lawn mowers and garden tractors. In 2003, Group sales were about $15 billion and the Group had 77,000 employees. Every year, customers in more than 150 countries buy more than 55 million Electrolux Group products for both consumer and professional use. Headquartered in Stockholm, Sweden, The Electrolux Group includes famous appliance brands such as AEG, Electrolux, Frigidaire, Eureka and Husqvarna. www.electrolux.com
About Electrolux in North America
Electrolux North America has more than 20,000 employees operating in 17 states, Canada and Mexico, and sales of about $5 billion, representing about 40 percent of global Electrolux Group revenues. www.electroluxusa.com
About Electrolux Home Care Products North America
Electrolux Home Care Products North America, formerly The Eureka Company, is headquartered in Bloomington, Ill. The company produces and markets leading floor care brands including Eureka, Electrolux and Sanitaire. Beam Industries is a division of Electrolux Home Care Products North America. www.electroluxusa.com