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CINCINNATI — Tide Pods, a line of laundry detergent capsules from Proctor & Gamble, has announced a new partnership with acclaimed clothing designer and Council of Fashion Designers of America member Tracy Reese.
For the first time, Reese will be introducing machine-washable fashions as part of her Fall 2014 collection. The collaboration is in conjunction with the Tide Pods and CFDA Washable Fashion Initiative, a response to the ongoing demand for washable garments and an uptick in consumer appetite for designer fashions.
Earlier this year, Reese and CFDA CEO Steven Kolb paid a visit to the P&G research facilities to get a glimpse at garment care process and the innovations behind products like Tide Pods. The three-chambered, single-dose laundry detergent is the result of over eight years of consumer research. The end result: the laundry process is simpler and less time-consuming.
“As a designer, it is very important to me to create garments for real women, in fact it’s something I take a lot of pride in,” Reese said. “And real women do laundry, so it only made sense for me to extend that consideration to how they care for my pieces. As I learned more about Tide Pods and the comprehensive research and development that goes into ensuring their performance, I was inspired to rethink the idea of washable in my own designs. I have come to believe that just because a garment is made from washable fabrics doesn’t mean it has to sacrifice anything in terms of design.”
Fans will be able to get in on the fashion design process thanks to Tide’s Pinterest page, where they’ll be able to influence two washable looks that appear in the Fall 2014 collection. Reese has created two potential design sketches for each of the washable looks. Fans can vote on their favorite looks by repinning the sketches using #WashableFashion. The looks with the most repins will make it to the runway at New York Fashion Week in February. Voting runs through Dec. 14 at Pinterest.com/Tide.