Luxury fashion isn’t just about what you buy—it’s about how you care for it. Yet, for decades, garment maintenance has been treated as an afterthought, left to outdated dry-cleaning methods that often do more harm than good. As sustainability and longevity become central to the luxury experience, proper garment care is emerging as the missing link in the fashion ecosystem.

Enter Juliette, a tech-driven garment care service redefining how we maintain our wardrobes. At its helm is Rechelle Balanzat, a visionary who saw an industry stuck in time and set out to modernize it. “Luxury isn’t just about what you buy—it’s about how you preserve it,” Balanzat explains. With AI and data analytics, Juliette is delivering a high-touch, personalized experience that anticipates needs, optimizes fabric care, and seamlessly integrates into modern living.

But Juliette is more than just convenience. It’s a movement toward mindful fashion ownership, replacing harsh chemicals with non-toxic alternatives, reducing waste with reusable garment covers, and ensuring that every piece—whether couture or everyday luxury—has a longer, more sustainable life. “The most stylish wardrobe isn’t the biggest one; it’s the best-kept one,” Balanzat emphasizes.

In this conversation, Balanzat shares how Juliette is transforming garment care from an errand into an essential part of luxury living, the role of sustainability in fashion longevity, and why she believes the future of fashion care is just as exciting as the future of fashion itself.

Luxury fashion is an investment—why do you think garment care has been overlooked in the fashion industry for so long?

For decades, the focus in fashion has been on design, production, and retail, what’s next, what’s trending, what’s selling. Garment care was treated as an afterthought, left to dry cleaners who relied on outdated methods and harsh chemicals. But caring for luxury fashion should be just as important as buying it. A well-maintained garment lasts longer, looks better, and retains its value. The industry is just now realizing that true luxury isn’t just about what you buy, it’s about how you preserve it.

Do you see fashion care becoming as important as personal styling and shopping in the luxury market?

Absolutely. Luxury consumers are already deeply invested in styling, personal shopping, and customization, why wouldn’t they be just as intentional about maintaining their investment? Being environmentally conscious means preserving your garments for long-term use rather than contributing to the cycle of fast fashion. As sustainability and longevity become central to the luxury experience, garment care will be the next frontier of personal styling. The most stylish wardrobe isn’t the biggest one, it’s the best-kept one.  Ultimately, it comes down to your values. Investing in a garment goes beyond just the fashion industry—it’s about choosing quality, responsibly sourced products while also reducing waste and the rapid turnover of fast fashion.

Juliette is bringing AI and data analytics into an industry that hasn’t changed in decades. What inspired you to take this approach?

The laundry and dry-cleaning industry has operated the same way for generations, inefficient, inconsistent, and often harmful to both garments and the environment. I saw an opportunity to modernize it using AI and data analytics, creating a smarter, more personalized service. With AI, we can provide a seamless, tech-driven experience that luxury consumers expect. Juliette isn’t just about cleaning clothes, it’s about elevating the entire garment care experience.

How does Juliette differ from traditional laundry and dry-cleaning services?

We’ve reimagined garment care from the ground up. Unlike traditional dry cleaners that use toxic chemicals and plastic packaging, Juliette is built on sustainability, innovation, and luxury service. We use eco-friendly, non-toxic cleaning agents, replace plastic bags with reusable garment covers, and offer personalized garment care using AI-driven insights. Our goal is to be the trusted concierge for luxury fashion care, effortless, sustainable, and meticulous.

The conversation around fashion sustainability often focuses on production—but how important is proper garment care in reducing waste and extending the lifespan of clothing?

Production is just one part of the sustainability equation. What happens after a garment is purchased is just as important. Poor garment care leads to premature wear, unnecessary replacements, and ultimately, more waste. By properly caring for clothing using gentle, eco-friendly cleaning methods and proper storage, we can significantly extend a garment’s lifespan, reducing the need for overproduction and waste. Sustainable fashion doesn’t stop at the checkout, it continues in how we care for what we own.

How can consumers rethink how they care for their clothing in a more conscious and sustainable way?

Consumers should start seeing garment care as an extension of their investment in fashion. Simple changes, like washing less frequently, using cold water, avoiding harsh chemicals, and storing garments properly, can make a huge difference. Opting for professional eco-friendly cleaning services, like Juliette, ensures that luxury pieces are maintained without the damage of traditional dry cleaning. Conscious fashion isn’t just about buying better, it’s about caring better.

In today’s world, convenience is no longer a luxury—it’s an expectation. How does Juliette fit into the growing demand for effortless living, and what does this say about the future of fashion care?

Luxury is no longer just about exclusivity, it’s about ease, personalization, and sustainability. Juliette fits seamlessly into the modern lifestyle by offering on-demand, high-touch garment care without the hassle of traditional dry cleaning. Our AI-driven service anticipates needs, optimizes garment care, and delivers an effortless experience. The future of fashion care isn’t just about cleaning, it’s about creating a fully integrated, sustainable, and tech-enabled fashion services experience. Juliette is attainably luxury.  At juliette, we are about democratizing access to proper garment care without breaking the bank, while still providing superior service.  

You’ve been called “The Face of the Industry.” What challenges did you face in disrupting such an old-school space?

Disrupting any industry means challenging deep-seated habits and mindsets. The dry-cleaning business has operated the same way for decades, so introducing sustainability, AI, and premium service required re-educating both consumers and industry professionals. Many traditional cleaners resist change, and some luxury brands have been slow to recognize the importance of post-purchase garment care. But by proving that innovation and sustainability can coexist with luxury, we’re reshaping an industry that desperately needed modernization.  Juliette’s advancements in technology and AI have created a seamless, hassle-free experience for clients, reinforcing its core promise of delivering ultimate convenience.

What do you see as the next frontier in luxury fashion care?

The future of fashion care is deeply connected to sustainability, technology, and personalization. We’ll see more AI-driven wardrobe management, where garments are tracked, cared for, and even repaired before damage occurs. Luxury brands will integrate aftercare services directly into their offerings, ensuring garments last longer and retain their value. At Juliette, we’re pushing the boundaries to make garment care not just a necessity, but a seamless, sustainable, and elevated experience.

Credits:

Written by Kacey Perez | @studioblume_

Photography courtesy of Juliette Technologies | @juliettelaundrey