Hasta La Creative!

Didn’t think you’d see Project Runway’s Tim Gunn outside of Parsons? Now you will—he’s marketing Procter & Gamble’s Tide brand. P&G says the new “Total Care” products draw on technology to help clothing keep its color, shape and look longer despite repeated washing.

The $60M campaign covers Tide detergent and Downy fabric softener. Ann Taylor’s Loft store will also be tied in, and ads will appear in magazines such as Elle, Vogue and Cosmopolitan.

As for Gunn, he’ll appear on a Tide website offering tips via online videos. He is also slated to appear in ads.

It’s sort of an anti-aging line for clothes, integrating ingredients derived from Pantene hair products and Olay skin care, in addition to others, says the Cincinnati-based company