In fashion everyone is hunting for a brand-new look - with old pieces often discarded for the next big thing.

Top designer Roksanda Ilinčić is bucking that trend by revisiting some of her archival designs during her runway show at London Fashion Week.

Roksanda - whose client base includes the Princess of Wales, Anne Hathaway and Cate Blanchett - felt confident bringing back some of her colourful archived fabrics thanks to them being restored and gently cleaned with an innovative detergent before being reimagined for this year.

She has been working with developers at Dylon Detergent to making garments look new again. the ‘miracle’ detergent works by gently cleaning, revitalising colours, and renewing fibres.

Serbian-born Roksanda said: “The nuances of colour play are an important part of our brand language, and joining forces with Dylon was a natural choice.”

Dylon isn’t just used by those looking to exhibit priceless designs though, as popstar, TV presenter and mum-of-three Rochelle Humes also swears by it.

“As a busy mum, I need my clothes to look their best,” she explains.

“I love how it keeps colours vibrant and simplifies my laundry routine. It's incredible to see the same transformative power of Dylon on some of Roksanda’s stunning runway looks.”

To highlight the importance of sustainability in fashion, and the need to keep favourite outfits looking great rather than buying new ones, Rochelle attended the show in a look from Roksanda’s archive. Plus of course, cared for with the gentle, colour-renewing detergent.

The TV favourite was thrilled to wear a famous piece by a designer she describes as “incredible” - but stunned it looked like it was brand new.

“The 'Rethink New' message is so important, and it's inspiring to see how Dylon Detergent has worked its magic on this outfit, not only to clean it but also make it look new again,” she adds.

The hope is that if everyone from top designers to busy mums can keep their favourite outfits looking fresh for longer, fashion will become more sustainable.

British Fashion Council chief executive, Caroline Rush added: “The collaboration highlights the impact of innovative partnerships in driving positive change and reducing waste across the industry.”.