Fabric care and fashion go hand in hand. Procter & Gamble has entered into a series of strategic global and national fashion partnerships with British designer Giles Deacon, fabric and textiles show and trends observer Première Vision and the Council of Fashion Designers of America to explore the future of fabrics and the science behind the beauty and care of clothes. The move was made to gather insights that will help transform its approach to product innovation and create laundry care products that optimize clothing in beauty and performance.
“P&G Fabric Care shares a passion with the fashion and fabrics industry for the importance and role of clothing in people’s lives,” says P&G Fabric Care North America Vice President Alex Keith. “This new fashion-focused initiative will help us continue to bring to market innovative and accessible at-home laundering products that unlock the care-at-home aspect of fashion.”
On a global level, P&G Fabric Care has appointed its first-ever Global Fashion Consultant, London-based fashion designer Giles Deacon, to guide the brand’s fashion-minded approach. Deacon will collaborate with P&G Fabric Care to share his expertise and industry insights and to help inform P&G’s approach to designing sophisticated fiber care technologies.
"I'm interested in designs that work on the catwalk but also beyond the catwalk – they must be able to last and maintain their best,” says Deacon. “It's exciting to collaborate with P&G Fabric Care at a time when they are redefining what caring and cleaning for clothes means."
P&G has joined forces with the world’s premier fabric and textiles show and trends observer, Première Vision, to further understand technology advances in fibers and fabrics. P&G will apply those insights to products that enable consumers to confidently care for a vast range of clothing – from unexpected hybrids and mixed materials to air-light textiles. Through the global partnership, P&G aims to explore the ever-evolving fabrics and fashion landscape and merge innovation to drive extended longevity, beauty and performance of the fashion that consumers love.
“We are delighted to join hands with P&G on this exciting project that is rooted in innovation. Fashion and fabrics are constantly evolving and shaping our everyday wardrobe,” said Première Vision. “Our collaboration with P&G Fabric Care will see us share each of our intelligence regarding the latest textile innovations and respond to future consumer issues—including garment care—related to the development of new types of fabrics and materials, as well as to future trends and directions in terms of textile creation, innovation and diversity.”
P&G Fabric Care has established a national, ground-breaking partnership between Tide Pods and the Council of Fashion Designers of America (CFDA) to form the “Washable Fashion Initiative.” The new, fashion-focused initiative is designed to inspire and inform the fashion industry about the benefits and possibilities of integrating machine-washable fabrics into their designs and marks the first time the CFDA has partnered with a fabric care brand. Tide will leverage its expertise in fabric preservation and clothing care to provide the industry with access to and knowledge of the latest research and innovation in fabric care, such as Tide Pods. Together, Tide and the CFDA plan to drive the fashion industry to reconsider its use of machine-washable fabrics and ultimately fulfill the increasing demand among consumers for designer garments that can be easily cared for at home with machine washing.
In fact, Tide and the CFDA conducted a survey and found that 84.9% of the surveyed CFDA members said they would design more with machine washable fabrics if they knew their customer had access to a product that would easily preserve the quality and integrity of the garments over repeated washings. As part of the initiative, Tide will inform CFDA members of the benefits of machine washing with Tide Pods and enlist designers to help build awareness of the program.
“The CFDA is truly excited to establish the Washable Fashion Initiative as an effective way to bring together high-end clothing designs with machine-washable fabrics,” says Steven Kolb, CEO of CFDA. “Our role is to encourage designers to consider how they might alter the fabrics used in their designs. Tide’s strides in innovating laundry care have the power to reshape designers’ perspectives on design and assure them that these laundering products preserve the quality and integrity of garments, even after repeated washes.”