In 2008, the Tide brand, led by Kash Shaikh (Tide External Relations Leader), Alex Tosolini (P&G Vice President), and DeVries PR, continued the transformation of "Fabric Care to Fashion Care" by brining Tide Total Care to New York City's Fall Fashion Week. In partnership with Elle Magazine, Tide began the "Washable is Fashionable" movement, showcasing the latest clothing from top designers that consumers could look great in and wash at home (saving money in tough economic times).
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