P&G Fabric Care Holds Its Second Annual Future Fabrics Event

P&G and MMC hosted over 120 media and fashion, home and lifestyle influencers at its second annual P&G Future Fabrics event themed around The Fabric of the Senses.


Image Courtesy: Fabric Care

Hosted by style expert George Kotsiopoulos and presenters, Sabine LeChatelier of Premiere Vision, Dr. Lawrence Rosenblum, a professor of cognitive science at the University of California and Director of Research and Development at P&G Margarita Bahri-keeton,  the event brought together the cognitive science of multi-sensory perception and fabric care to explore why we fall out of love with our clothes. Research has shown that women tend to wear only 20% of their clothes, 80% of the time – that’s a lot of unworn clothes in our closets! To help people take their closets from “someday clothes” to “go-to clothes,” P&G unveiled its 3-step FiberScience approach to fabric care – Clean, Protect, Enhance – and how that is expressed through clothing’s Look, Feel and Scent to preserve and improve the multi-sensorial fabric attributes that influence our relationship with clothes.

A new collection of 14 machine-washable looks designed by renowned fashion designer Giles Deacon exclusively for the Tide and Downy brands was also unveiled at the event, further changing attendee’s ideas of what can be washable.

Attendees included outlets like CNN/CNN.com, InStyle, Family Circle, Teen Vogue, Lucky.com, Elle and Style.com. Coverage has already started to come through on HAPPI.com, via a press release and socially. Follow the conversation on Twitter and Instagram with #PGFutureFabricsNYC!