via press release:
THURSDAY, OCTOBER 17, 9-10:30p/ET
Tune in to see the
finale and the Tide Washable
Fashions POP on the runway!
New York, NY, October 16, 2013 – Lifetime®’s Project Runway and Tide Pods® are joining forces in the two part season 12 finale for a multi-platform sponsorship including in-show integration, a custom washable challenge, custom content and a robust digital sponsorship.
This season, Tide partnered with Project Runway as part of the brand’s latest fashion-focused initiative.
Tide is partnering with the Council of Fashion Designers of America to introduce a Washable Fashion Program and agree that designer fashion should be something everyone can enjoy. Tide wants to encourage the fashion industry to make designer garments more accessible to women by designing more machine-washable options that can be easily cared for at home - with the power and ease of Tide Pods.
Last week Raquel Rozas, Tide Brand Manager, presented the Tide Washable Fashion Twist to the remaining designers. With the inspiration of Tide Pods, they each had to create a wearable look using only machine-washable fabrics that works with and fits into their overall collection. These looks will be debuted tomorrow evening, along with the rest of their final collections that were shown during New York Fashion Week at Lincoln Center.
Among the elements incorporated into the finale’s story line:
• Designers will design their washable looks
• Designers will shop for machine washable fabrics
• Tim Gunn will evaluate and consult on each washable look
• Each washable look is debuted at Fashion Week as part of the designers’ entire collection
• Fans can get in on the judging by rating their favorite washable look via an exclusive “Washable Fashion” digital gallery on www.mylifetime.com/washablefashion.
• As part of the overall prize package, the winning designer will be awarded a $100,000 fabric allowance from Tide Pods to inspire fashions that truly pop
Emmy® nominated actress Kerry Washington will join judges Heidi Klum, Nina Garcia, Zac Posen, and mentor Tim Gunn as a guest judge on the season finale.
This past season, a number of high-profile guest judges appeared on Project Runway, including actress and model Kate Bosworth, fashionista Kelly Osbourne, actress and comedienne Allison Williams, multiple Academy Award®, Emmy and Golden Globe® nominee Sigourney Weaver, TV stars Jesse Tyler Ferguson and Kaley Cuoco, as well as original Project Runway judge Michael Kors.
ABOUT PROJECT RUNWAY
Hosted by supermodel and fashion maven, Emmy® Award winner Heidi Klum, the hit Emmy nominated series Project Runway provides budding designers with an opportunity to launch their careers in fashion, under the watchful eyes of mentor and co-host, Emmy Award winner Tim Gunn and judges Nina Garcia and Zac Posen.
Project Runway is produced by The Weinstein Company, Bunim/Murray Productions and Full Picture Entertainment. Executive producers include Bob and Harvey Weinstein (Co-Chairmen of The Weinstein Company), Meryl Poster and Barbara Schneeweiss of The Weinstein Company, Jonathan Murray and Sara Rea of Bunim/Murray Productions, Heidi Klum, and Jane Cha and Desiree Gruber of Full Picture Entertainment. Rob Sharenow, Gena McCarthy and David Hillman of Lifetime also executive produce.
Lifetime is a premier female-focused entertainment destination dedicated to offering the highest quality original programming spanning scripted series, non-fiction series and movies. In 2012, as a result of its aggressive programming strategy that doubled the hours of original programming, Lifetime posted its strongest year-on-year growth among the key demographics in 10+ years, while also reaching its youngest median age in 16 years. Lifetime Television®, LMN®, Lifetime Real Women® and Lifetime Digital™ are part of Lifetime Entertainment Services, LLC, a subsidiary of A+E Networks. A+E Networks is a joint venture of the Disney-ABC Television Group and Hearst Corporation.