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Revealed: British Fashion Designer Giles Deacon's new washable multi-sensorial collections inspired by Ariel

Latest phase of partnership between P&G Fabric Care and its Global Fashion Consultant Giles Deacon is motivated by new P&G innovations to take care of sensorial fashions

Giles Deacon unveils new and exclusive washable collections designed for Ariel

Karachi, November 18, 2014: The latest machine-washable collections of P&G's Global Fashion Consultant, Giles Deacon, were exclusively unveiled at P&G Future Fabrics, which included a range for Ariel.

Deacon commented: "After a year of working with P&G Fabric Care I have seen their advances in fabric care. I 've spent time with the talented team at the innovation centre in Brussels and the progress in their work. I 've been inspired by what Ariel can do to ensure that clothes remain beautiful long after they were designed.

For this new collection I was inspired by the macro-trend of multi-sensorial fashions and fabrics. Aware that Ariel has the capability to preserve and protect these fashions I set about creating designs that bring the best of the brand to life. For Ariel it was all about making first impressions last, colour, confidence and impact. "

Advancing P&G's unique 3-Step FibreSCIENCE approach to prolong and improve the sensorial properties of clothes

A keynote speech, given by John Turner, P&G's Research & Development director, focused on WHY people's preferences and perceptions toward their clothes change. Turner revealed that P&G Fibre Scientists are introducing new advances in the 3-Step FibreSCIENCE approach; to Clean, Protect and Enhance, which focus on prolonging and improving the multi-sensorial fabric properties that influence people's perception of their clothes: the look, the feel and the scent. The life cycle of our clothes is often cut short because these properties are not cared for properly.

NEW and improved Ariel works deep down at a fibre level to clean, protect, and enhance the sensorial qualities of your clothes (their look, feel and scent) and remove tough stains in ONE WASH. It redefines what it means to care for fashion with unique FibreSCIENCE technologies that allow you to achieve the highest standard of clean to keep your fashions beautiful for longer.

P&G Future Fabrics brings together the world's leading fashion and fabric experts in a feast for the senses

P&G Fabric Care exclusively revealed how it is evolving to meet multi-sensorial fashion trends and solve the challenge of maintaining clothing beauty and longevity for consumers. Hosted in vibrant Berlin, this year's P&G Future Fabrics - for its Fabric Care brand, Ariel, brought together a prestigious mix of fashion, fabrics and human psychology experts to address the latest advances in fabrics and how our own unconscious decisions affect our clothing perceptions.

Cognitive Science meets Fashion and Fabrics

P&G Future Fabrics official partner and respected fabric trends forecaster, Premi ère Vision, opened with a presentation given by Associate Fashion Director, Sabine Le Chatelier on fashion as a multi –sensorial experience, which illustrated how fabrics are more than visual — an alchemy of look, feel and handle or behaviour. Also revealed was the current industry trends in textile and fabric innovation where imagination and technology are combining to produce exciting sensorial fashions that are also washable, easy to care for and sustainable.

This fashion trend towards the multi-sensorial was further explored by a presentation from leading cognitive psychologist Dr Lawrence Rosenblum, who revealed that the last years of research in perceptual psychology has given rise to a "multi-sensory revolution ", showing that our senses are always influencing one another, and impacting our preferences and moods much more than we realize and often in ways in which we are not aware. Dr Rosenblum's collaboration with P&G demonstrates how the myriad of cross-sensory influences on our experiences with our fashions - what you see, how it feels to touch, what your nose smells – impact the relationship we have with clothes and our final decision on what to wear.

Robert van Pappelendam, Vice President of P&G Fabric Care Europe, commented:

"Last year we announced that P&G 's mission is to redefine and elevate what cleaning and caring for clothes means and this year, in collaboration with our incredible partners, we 're taking that mission to another level - to explore how human psychology and cognitive behavioural analysis is helping to fuel product innovation.

At P&G Fabric Care we constantly strive to meet people's ever-evolving needs. From scientific research to clothes design we are increasingly aware of the benefits we can gain from greater understanding of cognitive behaviour. It's extremely exciting to be able innovate and enhance our products at such a human level and we believe this is the key to successful product today. "

About Procter & Gamble

P&G serves approximately 4.6 billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers® , Tide® , Ariel® , Always® , Whisper® , Pantene® , Mach3® , Bounty® , Dawn® , Fairy® , Gain® , Charmin® , Downy® , Lenor® , Iams® , Crest® , Oral-B® , Duracell® , Olay® , Head & Shoulders® , Wella® , Gillette® , Braun® , Fusion® , Ace® , Febreze® , Ambi Pur® , SK-II® , and Vicks® . The P&G community includes operations in approximately 75 countries worldwide. Please visit for the latest news and in-depth information about P&G and its brands.

About Giles Deacon

Giles Deacon is a celebrated fashion designer renowned the world over for his playful, show-stopping designs.

After graduating from London's Central Saint Martins College of Art and Design in 1992, Giles chose to travel and gain experiences at different fashion houses. He spent two years working with French fashion designer Jean Charles De Castelbajac before returning to London to work for a number of High Street fashion houses. It was during this time that Giles met the owner of Bottega Veneta, and from 1998 until 2002 Giles was the head designer at Bottega Veneta and the Gucci Group.

In 2004 Deacon launched his own label GILES at London Fashion week to international acclaim. His collection received numerous awards including "British Designer of the Year" at the British Fashion Awards in 2006 and the prestigious French ANDAM Fashion Award in 2009. GILES celebrates its 10th anniversary in 2014.

About Première Vision

Première Vision S.A. is a leading French company that has been organizing textile and fashion trade fairs since 1973. Initially local, the company has skilfully evolved to acquire a global dimension. Première Vision is today at the heart of a comprehensive international network. With twelve subsidiaries and foreign offices throughout the world, the company now organizes 32 events a year in France and in key locations such as New York, Shanghai, Sao Paulo, Moscow or Brussels. Its shows are known for skillfully combining a selective, creative and complementary product offer - high-quality fabrics, accessories, yarns, fibers, and textile designs - with original, forward-looking and cutting edge fashion information.

About Dr. Lawrence Rosenblum

Dr. Lawrence Rosenblum is an award winning Professor of Psychology at the University of California, Riverside. He is the author of the book See What I'm Saying: The Extraordinary Powers of Our Five Senses. His research has been published widely in scientific journals and has been featured in Scientific American, The Economist, and The New York Times. He has appeared on numerous radio and television programs including Through the Wormhole with Morgan Freeman and BBC Horizon.