NEW YORK -- Cotton Incorporated and Procter & Gamble are at it again.
P&G is set to unveil its reformulated Tide detergent with Carezyme, a proprietary enzyme designed to enhance the appearance and extend the durability of washable colored cottons.
It's the second marketing agreement with Cotton Inc. in the last 12 months, and this time, retail, apparel and mill people are getting into the act, too.
J. Nicholas Hahn, Cotton Inc.'s chief executive officer, and Keith Grime, P&G's director of product development in its laundry category, provided the details Tuesday at a presentation at Cotton Inc.'s offices here.
Last March, the two firms joined forces to promote another P&G laundry detergent with Carezyme, Cheer With Advanced Color Guard. That event marked the only other time Cotton Inc. has allowed its 21-year-old trademark to be used in conjunction with a non-textile product.
P&G will use Cotton Inc.'s trademark on all packaging, advertising and promotional material for Tide -- P&G's leading brand, with $1 billion in sales. The new Tide is being shipped to retailers nationwide.
In addition, three executives from large users of cotton are appearing on TV, in commercials touting Tide with Carezyme that will appear early next month. They are Jennie Gwilym, vice president, product development, L.L. Bean; Gun Denhart, founder and chief executive officer of Hanna Anderson, a children's wear manufacturer, and Dale Williams, vice president of marketing of WestPoint Stevens.
The three companies will also provide hangtags that suggest using the new Tide.
"Since 88 percent of all washloads are cotton, and Tide is the number-one brand on the market, we think this is a remarkable opportunity for cotton," said Hahn.
Grime said Carezyme was first put in Cheer because the formula for that detergent "accepted Carezyme more easily."
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast