To keep velvet clean and fluffy, it is good to clean it once a week with a vacuum cleaner. Attach a soft brush, set your vacuum to a gentle program, and vacuum the entire surface in the direction of the fiber. You will see that the dust will be immediately removed and the fabric's pile will look like new.
Under no circumstances should you rub a velvet fabric. Even if you need to remove a stain, do not rub it. Wet a soft cloth with water and dab the stain locally.
An ideal choice for cleaning velvets is also leather (i.e., the cloths we use to dry the car).

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