CINCINNATI — The Procter & Gamble Co. is linking laundry to fashion in what's billed as the biggest product launch yet for its venerable Tide brand.

Fashion mentor Tim Gunn of reality TV's "Project Runway" is among those involved in marketing the new "Total Care" products that P&G says draw on technology from its beauty products to let clothes keep their shape, color and new look longer through repeated washing.

The $60 million marketing campaign for the Tide detergent and Downy fabric softener products includes a tie-in with Ann Taylor Stores Corp.'s Loft unit and ads in such magazines as Elle, Vogue and Cosmopolitan, said spokesman Kash Shaikh.