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hen it comes to personal fashion, great style isn’t just about what you wear. It’s also about how you maintain it.
Because when you think about it, the sharpest outfits
W
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+,1 the Bespoke AI Washer2 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.
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.
The Bespoke AI Washer brings next-level garment care into the home so that your wardrobe gets the attention it deserves.
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+ does. The cycle provides gentle and efficient cleaning by efficiently sensing the current load— because each one has different needs.3 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.
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+ cycle, the Bespoke AI Washer 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. This goes to show how great style is enabled by the kind of quiet, behind-the-scenes care you rarely notice.
Quiet competence behind each cycle
Professional stylists understand that great results come from balancing many factors at once, often through quiet decisions nobody else notices. In the same way, the Bespoke AI Washer's second job is to silently help you manage and reduce your energy use.
AI EcobubbleTM breaks detergent into fine bubbles that work their way through fabric without aggressive heat or wasted water. Add in a circulation pump and a smart washing algorithm, and the Bespoke AI Washer surpasses Class A minimum energy requirements by up to 65%,4 lowering electricity costs without compromising results.
Want to push it further? Activating SmartThings AI Energy Mode5 can trim your power usage by up to another 70%.6 No fuss. No demands. Just polish. Because fabric, fit, and form are all handled for you.
In reality, great style needs to last a lot longer than a single occasion. It must be maintained through careful washing because with every cycle, your clothes either hold their standard—or slowly lose it.
That’s where the Bespoke AI Washer comes in. Not as another appliance, but as an automated stylist behind your wardrobe. With AI Wash+ 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 world of fashion and into your home.
Redefining luxury beyond the world of fashion
1 Fabric sensing uses an AI algorithm to sense 5 fabric types (Cotton, Delicates, Towels. Denim, Outdoor) for loads up to 2kg. A turbidity sensor operates for all weights. Mixed fabrics may reduce detection accuracy. Actual results may vary depending on individual use. To prevent wear, wash like fabrics together.
2 Availability and functions may vary by model, region, and country in Europe. Applicable model: WF90H09C4***
3 Based on an AI-created algorithm and internal testing using the AI Wash+ cycle on a 2kg load. A turbidity sensor operates for all weights, while fabric sensing operates for 2kg and under. Actual results may vary depending on individual use.
4 Based on Samsung internal testing. The energy consumption of the WF90H/24 (9kg) model achieves an EEI of 18.2, which is up to 65% more energy efficient compared to the minimum threshold for Class A (EEI 52 for 9kg models) under Regulation (EU) No 2019/2014. Results may vary depending on the usage environment. Energy ratings tested with the Eco 40–60 program. 5 Available via SmartThings Energy on Android and iOS devices. A Samsung account and Wi-Fi connection are required. 6 Based on internal testing on the WW11BB944AGB model in normal usage conditions. Energy savings of up to 70% achieved by washing at lower temperatures with Ecobubble™ compared to default settings. Results may vary depending on clothes and environment.
Once it has recognised the outdoor-type fabric, it adapts accordingly. AI Wash+ 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 speciality 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.
Samsung’s new energy-efficient washing machine, which exceeds Class A minimum efficiency standards by up to 65%, will be available in the UK soon at Samsung.com/uk.
The images shown are for illustration purposes only and may not be an exact representation of the product.