WASHABLE FASHION HITS THE RUNWAY AT LONDON FASHION WEEK
– GILES JOIN FORCES WITH P&G FABRIC CARE TO CHAMPION WASHABLE FASHION-
Dubai: Giles Deacon’s latest presentation at London Fashion Week includes two new designs made of cutting-edge, futuristic fabrics which intend to dispel the myth that washable clothes and fashionable designs are mutually exclusive. The two new dresses, which sit within Giles’ autumn/winter 2014 collection, follow the début of Giles’s entirely washable collection of seven dresses for P&G Fabric’s Care’s Future Fabric program, first unveiled in Milan in November 2013.
GILES AND P&G: A SHARED PASSION FOR THE BEAUTY & CARE OF CLOTHES ON & OFF THE RUNWAY
As Global Fashion Consultant for P&G Fabric Care – whose global brands include Ariel, Tide, Dash & Downy – Giles was brought on-board last autumn to guide the Company’s new fashion-focused approach, sharing his expertise and industry insights as part of the P&G Future Fabrics initiative. His role is helping to inform P&G’s commitment to designing sophisticated Fibre care technologies which respond to new and evolving fabric compositions. Together, P&G Fabric Care and Giles 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.
Giles said: “My role with P&G Fabric Care is to challenge the pre-conceived ideas of what can be put inside a washing machine and that means creating designs using futuristic fabrics which can take center-stage on the runway and be cared for once they are inside the wardrobe.”
Giles added: “Following the reaction to the original seven-dress collection presented in Milan, we knew we had to make more washable fashion commercially available. That, combined with the potential that is coming from fabric manufacturers and the new fabric technologies in Ariel and Lenor that P&G is developing is why you see these new dresses within my AW14 collection.”
P&G BRINGS ITS KNOWLEDGE OF FIBRE SCIENCE TO THE FASHION INDUSTRY
“Just like the fashion and fabrics industry, we understand the important role of clothing in people’s lives; a lifecycle that starts on the catwalk, through to a designer’s client and into their customer’s closet” says P&G Fabric Care’s European Vice President, Mohamed Samir. “Our new fashion-focused business strategy is helping us to innovate and enhance our laundry products so they progress with the changing fashion and fabric trends, and help make fashion more accessible and easier to care for at home.”
Samir added: “Today is just one step in our journey to show consumers and the fashion and fabric industry what we can do. Our unique approach to understanding how to care for clothes is informed by P&G’s 3-Step Fibre Science approach; to Clean, Protect and Enhance clothes in the washing process, enabling people to care for and unleash the beauty of their clothes.
Individual brands in the P&G Fabric Care portfolio are proving that laundry formulation is more than just stain removal. New Ariel 3in1 Pods / Power Capsules help clean protect and enhance fabrics at a fibre level to leave clothes impeccably clean and looking like new for longer. Whilst downy, P&G’s leading fabric enhancer has a new formulation and breakthrough Fibre Science technology which can actually help protect against fabric damage, prolonging that “like-new look and feel” of your clothes.”