Philips to glide through Dubai Fashion Week 2008 as official sponsor

Philips, which has over 50 years of experience in designing and developing garment care technology for the fashion industry and for home ironing will also be providing - through its professional range of steam irons including the Philips Modena - backstage ironing for all of the designers' apparel and modish fashion collections.

With Philips' better results, better care for garments, better ironing speed and better quality, irons like the Modena ensure that each item of clothing, and the 'fall' of each outfit, hangs properly - ready to be debuted along the chic catwalks.

"It is a huge honour to be sponsoring such a prestigious international fashion event," commented Vincenzo Ventricelli, Director of Customer Marketing, Sub Cluster Middle East and Africa, Philips Consumer Lifestyle. "Anyone that has a love for fashion, whether a designer, a fashion house, a celebrity or a fashion-loving business woman, realises that the secret to great-looking clothing and a mind-blowing look is down to proper ironing and proper garment care."

Irons like the Philips Modena are designed for the best results during ironing. Offering the highest continuous steam rates with a perfect balance of power for even pressing and a carefully designed steam path for ironing either horizontally or vertically - the advanced technology is perfect for all delicate fabrics including silk, wool and cashmere. The soleplates of all Philips irons have been designed with sophisticated computer simulation techniques to ensure that there is even temperature distribution both when ironing with steam and without steam, for better garment care.

"All of our irons are expertly designed to be of the highest quality and with our unique vent patterns; Philips irons ensure delivery of steam in the most optimal way. The ultimate result is better speed for ironing, so that when creating the hot look for a catwalk show, or rushing to iron a shirt before work in the morning; our irons are perfect for everyone. We look forward to creating hot looks throughout the Dubai Fashion Week," concluded Ventricelli.