Looks that last: Samsung’s Bespoke AI Washer is your behind-the-scenes stylist

• Samsung’s AI Wash+ technology detects fabric types (including outdoor and denim) in real time, optimising water, detergent, and spin settings to protect performance, colour, and shape.

In the world of high fashion, where every detail is noticed, great style isn’t just about what you wear. It’s also about how you maintain it.

It’s this connection between style and care that led Samsung to collaborate with The Devil Wears Prada 2, in Cinemas May 1, spotlighting its Bespoke AI Washer and a smarter approach to laundry.¹

Because when you think about it, the sharpest outfits and the pieces you reach for again and again don’t stay that way by accident. Behind every perfect jacket or crisp pair of jeans is the often-overlooked process of laundry care.

And that’s where things tend to fall apart.

While most people know how to buy well, far fewer know how to wash well. Activewear loses its performance edge. Denim fades or creases beyond recognition. And delicate fabrics, like a red scarf, can seem too risky to machine-wash at all.

Powered by AI Wash+², the Bespoke AI Washer³ approaches laundry differently. Think of it less as a washing machine and more as a behind-the-scenes stylist – one that helps understand fabric, adjusts in real time, and works quietly to keep your clothes looking exactly how they should.

AI Wash+ responds to your typical style stutters

Let’s start with a common scenario.

You spend the day on the trail. Your hiking gear does what it’s supposed to – wicking sweat, blocking wind, and keeping you moving through the elements. But when you decide to put it in the machine for a quick, simple wash, things get complicated.

Performance fabrics don’t behave like cotton or wool. They absorb water differently. They’re often treated with coatings that can degrade with too much detergent or aggressive spinning.

Most washing machines don’t account for that, but AI Wash+² does. It now detects five different fabric types for a laundry load up to 2kg, having added recognition for outdoor fabrics and denim.

At the start of a cycle, the Bespoke AI Washer sprays water and monitors how the fabric responds. As the drum rotates, it detects motor power and absorption patterns, identifying the fabric type in real time.

Once it has recognised the outdoor-type fabric, it adapts accordingly.

AI Wash+² protects the fabric by reducing the amount of detergent so its water repellency doesn’t wear off. On top of that, spin intensity is adjusted to reduce damage to the fabric. And if you’ve set up a special detergent in the dedicated Auto Dispense compartment, it can even select that automatically.

The result? Your workout gear doesn’t just come out clean—it comes out looking and performing the way it should.

Denim is the ideal proof of concept

Then there’s denim, the material many of us wear constantly and worry about just as often.

After a full day out, your jeans can often carry dust from the city, the occasional spill, and subtle creasing from hours of movement. Washing them feels necessary but also risky.

Will the colour fade? Will they come out wrinkled? Will they lose their shape?

These aren’t minor concerns. They’re the reason many people delay washing denim altogether.

When using the AI Wash+² cycle, the Bespoke AI Washer³ detects the denim fabric type for a laundry load up to 2kg and then opts for cold-water washing, instead of using heat, which can accelerate dye loss even at lower temperatures, while helping reduce colour transfer to other garments.

It’s a small adjustment with a noticeable impact. The kind that keeps your jeans looking wearable, not worn out.

Smarter care, less effort

There’s also a practical side to all of this.

Not everyone knows how to read care labels – or has the time to interpret them. And even when you do, translating those symbols into the right wash settings or cycle isn’t always straightforward.

That’s where SmartThings⁴ integration comes in.

By scanning a garment’s care label, SmartThings can recommend an appropriate cycle, taking the ambiguity out of the process. It’s a feature that reflects the broader goal here: making better clothing care easier, not more complicated.

Redefining luxury beyond the runway

In The Devil Wears Prada 2, style is everything. Every look is deliberate, every detail considered. But what you don’t see on screen is just as important – the care that keeps those pieces looking flawless, day after day.

Because in reality, great style is cumulative.

It’s built over time through wearing, washing and maintaining. And with every cycle, your clothes either hold their standard – or slowly lose it.

That’s where the Bespoke AI Washer³ comes in. Not as another appliance, but as an automated stylist behind your wardrobe. With AI Wash+² continuously sensing fabric types for smaller laundry loads and adjusting conditions in real time, it manages the details you don’t have time to think about – detergent levels, water usage, and material care.

In doing so, it reduces the guesswork that typically sits between you and great style.

This is where luxury moves beyond the runway, and into your home.

ABOUT “THE DEVIL WEARS PRADA 2”

Twenty years after making their iconic turns as Miranda, Andy, Emily and Nigel – Meryl Streep, Anne Hathaway, Emily Blunt and Stanley Tucci – return to the fashionable streets of New York City and the sleek offices of Runway Magazine in 20th Century Studios’ “The Devil Wears Prada 2,” the eagerly awaited sequel to the 2006 phenomenon that defined a generation. The film is directed by David Frankel, written by Aline Brosh McKenna, produced by Wendy Finerman, and executive produced by Michael Bederman, Karen Rosenfelt and Aline Brosh McKenna.

“The Devil Wears Prada 2” opens in cinemas 1 May, 2026.