Tide Pods® and Tracy Reese Bring Designer Machine-Washable Fashions to the Runway

Reese unveils her first-ever fully washable looks at NYFW as part of partnership with Tide Pods and CFDA

NEW YORK--()--On Sunday, February 9, 2014, Tracy Reese debuted her first-ever completely machine-washable looks as a part of her fall 2014 collection, inspired by her partnership with Tide Pods® and the Council of Fashion Designers of America (CFDA) Washable Fashion Initiative. Understanding the growing demand for more accessible designer fashions that are easy to care for at home, Reese was motivated to work with Tide and incorporate machine-washable fabrics into her collection. For the first time, Tracy invited fans to influence the final designs that would walk the runway by re-pinning their favorite sketches using #WashableFashion on Tide’s Pinterest page.

Tide Pods® and the CFDA launched the Washable Fashion Initiative with the goal of educating the fashion industry about the benefits and possibilities of creating more designer garments using machine-washable fabrics.

Last fall, Tracy was invited to an in-depth immersion at Procter & Gamble’s research and development facilities. While there, she learned about how the unsurpassed cleaning, brightening and consistent stain-fighting results of Tide Pods® maintain the quality and integrity of clothing washed at home. With this, she had the confidence to create her first-ever machine washable looks using washable versions of fabrics including, cotton, acrylic, wool, polyamide, polyurethane, elastane, polyester, rayon, and spandex. Tracy knows that her customers will be able to truly care for the pieces at home with Tide Pods®, keeping them in great condition for years to come.

“It was so much fun having the Tide fans help me select the designs for this collection. It was exciting to see them come to life at Fashion Week,” said Tracy Reese. “I know that my customers are making an investment when they buy designer garments. Tide Pods® makes it easy for them to care for their clothing, without sacrificing the quality of the fabric. Having the right product on hand to care for your favorite designer pieces at home, like Tide Pods®, allows you to keep those pieces looking great for years to come.”

“We were thrilled to see our fans embrace Tracy’s washable designs and the excitement they showed when choosing her final runway looks on Pinterest,” stated Karen Klei Schlosser, Associate Marketing Director, P&G North American Fabric Care. “Working with Tracy Reese has been great. She is a true believer in the idea of washable fashion and we can’t wait to see her washable pieces in stores!”

The Tide Pods®-inspired washable looks will be available for purchase this fall, along with the rest of the Tracy Reese collection, at Tracy Reese boutiques 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. (Samples will be included with purchases shipped to the US and Canada only.)

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

In 1996 , 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 in 1998. 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, Clinique , 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 450 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 Strategic Partnerships Group, 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.

Contacts

P&G
Tracey Long, 513-983-9629
long.tl@pg.com
or
DeVries Global
Ali LaFleur, 212-546-8549
alafleur@devriesglobal.com

Tracy Reese for Tide Pods Washable Look 1 (Photo: Business Wire)

Tracy Reese for Tide Pods Washable Look 1 (Photo: Business Wire)

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Contacts

P&G
Tracey Long, 513-983-9629
long.tl@pg.com
or
DeVries Global
Ali LaFleur, 212-546-8549
alafleur@devriesglobal.com