Tide Pods® Partners with CFDA Designer Tracy Reese to Introduce Machine-Washable Fashion with her Next Collection

Thu Dec 5, 2013 11:00am EST

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Tide Pods® Partners with CFDA Designer Tracy Reese to Introduce Machine-Washable Fashion with her Next Collection

Fans receive exclusive access to the design experience with Tide via Pinterest

Today, Tide Pods® announces an innovative new partnership with renowned clothing designer and Council of Fashion Designers of America (CFDA) member Tracy Reese, who for the first time 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 continuing demand for washable garments and increased consumer appetite for designer fashions. In parallel, the program aims to educate and inform the fashion industry about the benefits and possibilities of creating more designer fashions using machine-washable fabrics.

“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,” says Tracy Reese. “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.”

Earlier this year, Tracy along with CFDA CEO Steven Kolb visited the Procter & Gamble research facilities to get an in-depth look at garment care process and the innovations behind such products as Tide Pods®. Tide Pods®, the three-chambered single-dose laundry detergent that cleans, brightens and fights stains, are the answer to caring for washable garments at home thanks to outstanding cleaning power and consistent results in every wash. They were designed, after over eight years of consumer research, to make the laundry process simpler and less time-consuming.

Fans will have unique access to the design process via Tide’s Pinterest page, where they will be able to influence the two washable looks that appear in the Fall 2014 collection. Tracy has created two potential design sketches for each of the washable looks which have been uploaded to Tide’s Pinterest page. Fans can vote on their favorite looks by repinning a sketch using #WashableFashion. The two versions of the looks with the most repins will ultimately walk the runway at February New York Fashion Week. Voting will run through December 14th at Pinterest.com/Tide.

“We are thrilled to be working with Tracy because we know that her consumers are our consumers,” says Karen Klei Schlosser, Associate Marketing Director, P&G North American Fabric Care. “She shares Tide’s interest in making the care and preservation of designer garments easier than ever before. Not to mention, her aesthetic shares a sensibility with the bright, colorful results you can achieve with Tide Pods®!”

The Tide Pods®-inspired washable looks will be available for purchase along with the rest of Tracy’s collection in Fall 2014 at Tracy Reese stores and online at TracyReese.com. Those who purchase a washable piece from Tracy’s boutique in New York or online via TracyReese.com will also receive a free one-count sample of Tide Pods® to use when caring for the garment at home.

For more information, visit http://www.tide.com/washablefashion.

About Tide®

For over 65 years, Tide® has been caring for the clothes of American families and helping to provide the everyday miracle of clean clothing. To meet consumers' diverse laundry needs, Tide offers its cleaning in a variety of products including Tide Pods®, Tide Total Care, Tide with Febreze Freshness, Tide Coldwater, Tide with a Touch of Downy, Tide VIVID White + Bright, Tide Boost, Tide High Efficiency and 2X Ultra Tide Liquid. For consumers' on-the-go stain removal needs, Tide to Go helps remove fresh food and drink stains on the spot. Visit www.tide.com for helpful product information, practical tips on laundry care, special offers and promotions and more. You can become a fan on Facebook at www.facebook.com/Tide.

About Procter & Gamble

P&G serves approximately 4.8 billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Ace®, Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Duracell®, Fairy®, Febreze®, Fusion®, Gain®, Gillette®, Head & Shoulders®, Iams®, Lenor®, Mach3®, Olay®, Oral-B®, Pampers®, Pantene®, Prestobarba®, SK-II®, Tide®, Vicks®, Wella®, and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

About Tracy Reese

Established in 1998, designer Tracy Reese launched her eponymous collection of ultra-feminine silhouettes with a beautiful use of print and color, followed by the bohemian, ethnic-inspired plenty by Tracy Reese collection, later that year. Reese’s eye for detail and extensive knowledge of color pours into her collections with art-inspired prints, modern textures and an array of fabrics, consistently creating timeless, wearable looks. Reese opened her first Flagship Boutique in 2006 in Manhattan’s Meatpacking District, and her first international store in Tokyo in 2011 at Japan’s famed Omotesando Hills shopping center. A board member of the CFDA, Reese has collaborated with brands including Keds, Sally Hansen, Starbucks, Hue and many more. Tracy Reese and plenty by Tracy Reese are sold in high-end boutiques and department stores nationwide and throughout Europe and Asia.

About the Council of Fashion Designers of America

The Council of Fashion Designers of America, Inc, (CFDA) is a not-for-profit trade association founded in 1962 that leads industry-wide initiatives and whose membership consists of more than 400 of America’s foremost womenswear, menswear, jewelry, and accessory designers. In addition to hosting the annual CFDA Fashion Awards, which recognize the top creative talent in the industry, the organization offers programs which support professional development and scholarships, including the CFDA {Fashion Incubator}, the CFDA/Vogue Fashion Fund, the Geoffrey Beene Design Scholar Award, the Liz Claiborne Scholarship Award and the CFDA/Teen Vogue Scholarship. Member support is provided through the Business Services Network, a high-profile group of companies offering designers strategic opportunities. The CFDA Foundation, Inc. is a separate, not-for-profit organized to mobilize the membership to raise funds for charitable causes. Through the Foundation, the CFDA created and manages the worldwide Fashion Targets Breast Cancer initiative; raises funds for HIV/AIDS organizations with events such as Fashion’s Night Out and 7th on Sale and addresses the issue of model health with The CFDA Health Initiative. For more information, please visit www.CFDA.com, facebook.com/cfda, twitter.com/cfda, cfda.tumblr.com, and youtube.com/cfdatv.

P&G
Tracey Long, 513-983-9629
long.tl@pg.com
or
DeVries Global
Ali LaFleur, 212-891-0463
alafleur@devriesglobal.com