noted: The Laundromat Is Hot!

A few weeks ago, Jeremy Foster, a photographer, and Marikh Mathias, a model and former contestant on “The Bachelor,” were riding around Salt Lake City, looking for a place to do an Instagram photo shoot.

The mountains were a 10-minute drive away, but it was raining that day. A coffee shop is a reliable backdrop, but Mr. Foster finds them too crowded and overly photographed. Instead, the pair ended up at 4th Street Coin Laundry, where Ms. Mathias sat in an orange plastic chair and stood in high-heels and designer jeans in front of a Speed Queen commercial washing machine.

In their choice of setting, the photographer and model were right on trend. Yes, it seems your corner suds shop has become a strangely coveted location.

For its fall 2018 campaign, Balmain, the French luxury brand, photographed the model Duckie Thot in a laundromat. Madewell recently used a laundromat to shoot a social media video for its jeans. And G-Star RAW took over an old-school laundromat to launch the brand’s G-Star Elwood X25 jeans during New York Fashion Week a few seasons back.

ImageLuxe suds: Balmain’s advertising campaign.CreditAn Le/Balmain


The Tide is turning: G-Star Raw’s campaign.CreditTheo Wargo/Getty Images

Hermès went even further last year, when the house known for its five- or even six-figure Kelly and Birkin bags opened its own pop-up laundromat in New York. Hermèsmatic, as the space was called, featured washing machines and laundry carts in signature orange, and a free service to dip-dye scarves (which are …

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