Comfort to open immersive garden made of clothes

Fabric conditioner brand Comfort will tomorrow (16 July) open an immersive garden at The Market in London's Covent Garden.

Kimberley Walsh will open the garden tomorrow morning (16 July) (image:
Kimberley Walsh will open the garden tomorrow morning (16 July) (image:

Open for one day only, The Comfort Intense Garden is comprised of roses, foxgloves and a tree made out of clothing. 

Ninety-five per cent of the approximately 1,846 garments used, which include socks and bobble hats, have been sourced from charity Oxfam. 

Each garment has been freshly washed in products from the brand's brand’s new Comfort Intense range, which includes four fragrances - Fuchsia Passion, Fresh Sky, Ocean Pearl and Sunburst.

The garden took 159 hours to create, and it is complete with a swing and Secret Door inspired by The Secret Garden. 

Comfort has selected Kimberley Walsh of Girls Aloud fame to front the pop-up campaign, and she officially opened the garden this morning. 

To celebrate the partnership, Walsh was crowned with a flower headdress, which was similarly made from freshly-washed items of clothing.

Fernanda Tubini-Roberts, senior brand manager at Comfort said: "Comfort Intense delivers intense freshness like no other fabric conditioner and we hope that creating this garden using clothes washed in Comfort Intense will show just how fresh your washing can be. 

"Thanks to Comfort Intense’s unique formula, your clothes release intense freshness that stays with you from the wash, right through to wear all, from a tiny dose."

Fee Gilfeather, head of marketing for Oxfam Trading added: "We’re delighted Comfort has used clothes sourced from Oxfam to create this wonderful, fresh garden."

More: Whirlpool to host experiential launderette with Meredith O'Shaughnessy

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