film sustainability technology

CuteCircuit features in Siemens campaign pushing sustainable, interactive fashion


Siemens Home Appliances UK has launched a new film in its series around the future of the fashion industry; this time featuring wearable technology firm, CuteCircuit.

Aligning Siemens’ laundry care technology with the evolution of fabric and sustainable garment design, the three-minute spot showcases CuteCircuit’s interactive garments created by co-founders Francesca Rosella and Ryan Genz.

“If you think about the clothing that we wear today, we could have worn the exact same garments probably 100 years ago. We would have probably had a jacket exactly like this – with buttons, with a satin lapel. But our lives are digital; that digital lifestyle should be incorporated also in the things we wear,” the duo express.

They imagine a future of fashion that is more diverse and more personable to the individual user. Explains Genz: “Our clothing can transform, it can adapt, it can animate, it can move, it can change colour. And all of these things through digital technology become possible and that’s something that fashion has never done before.”

Rosella says it’s about integrating micro-technology with really beautiful design so the clothes we wear can do something amazing.

Sensors in garments for instance monitor the body and its environment, while conductive films see certain styles lighting up. All of that is possible with what Cute Circuit refers to as its “smart puck” – a brain that powers and provides the intelligence to the garment. It’s that which can then be snapped out to make the item washable too – thus the Siemens link.

The film was commissioned by Charlotte Moran, group marketing manager at Siemens Home Appliances, who said: “This new campaign celebrates what is possible by integrating beauty and functionality through the clever combination of smart textiles and micro-electronics. At the heart of this process is a design for sustainability and quality product cycle which mirrors completely Siemens focus on innovative garment care technology found in our washing machines.”

That sustainability aspect is also referenced in the film. “The idea of fast fashion – that you might buy something and wear it only once – is not sustainable. You see on the internet, landfills full of t-shirts. We should maybe go back to manufacturing a little less; but then manufacture garments that last much longer,” Genz and Rosella both explain.