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The lauded fashion designer will offer fabric care tips on TikTok Live on June 26.
June 20, 2024
By: Lianna Albrizio
Associate Editor
Persil laundry detergent is teaming up with American fashion designer Christian Siriano to host a 24-hour Wardrobe Refresh Hotline on TikTok Live to help consumers outfit-repeat and care for their clothes like a fashion pro.
Siriano will offer consumers a fresh perspective on how to style their own wardrobe’s go-to items so they can wear, wash and repeat with confidence, per marketers.
The virtual event will kick off on June 26 at 6 pm. ET and run through 6 pm ET on June 27, offering a unique opportunity for viewers to ask Siriano for expert advice on how to restyle their most-loved clothing items, fabric care tips, washing techniques and more.
“The idea of being fashionable carries different meaning to everyone; for me it’s wearing styles that make me feel, and look, great,” said Siriano. “Each day when we get dressed, we can express ourselves creatively through our clothing. Outfit repeating is a fun, and effective, way to do that by challenging ourselves to breathe new life into a go-to piece and style it in a new way. Persil makes it that easy by having a formula that helps keep clothes looking vibrant wash after wash.”
The partnership comes on the heels of a refreshed brand identity for Persil. The reimagined positioning emphasizes the brand’s clean and fabric care benefits with a formula that helps protect fabrics and colors so laundry-doers can embrace wearing their favorite clothes again and again with that “new clothes feeling.” The brand also developed new packaging with an updated product lineup that focuses on deep clean and fabric care, including Original, Advanced Clean with Oxi+Odor Power, Intense Fresh and Activewear Clean.
“As the proud detergent of outfit repeating, Persil is dedicated to helping keep clothes looking newer, longer so consumers can maintain the connection they have with their favorite clothing items, wash after wash,” said Matt Kutnick, marketing director at Henkel, a Happi Top 50 Company. “Through this exciting partnership and 24-hour Wardrobe Refresh Hotline on TikTok Live, we’re helping individuals embrace a fashion-forward lifestyle and bringing outfit repeating to closets everywhere.”
Streaming live on the Persil TikTok account (follow along at @persillaundry), consumers can call in between 6 pm-2 am ET on June 26, and again from 9 am-6 pm ET on June 27, for their chance to engage with Siriano by dialing 1-855-WARDROBE.
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