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Giles Deacon shows washable fashion dresses at LFW
Feb '14
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 Care's Future Fabric program, first unveiled in Milan in November 2013.
“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.”
As Global Fashion Consultant for P&G Fabric Care - whose global brands include Ariel, Tide, Dash, Downy and Lenor - 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 centre-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.”
“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.” 

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