Plastics invade haute couture

Here's a sentence I never expected to write: actress Kaley Cuoco from TV's "Big Bang Theory" is partnering with the American Chemistry Council to celebrate the future of plastics in fashion. ACC put out a news release on the partnership, and I have to admit I'm a little out of my element writing about plastics' impact on the fashion industry. The announcement starts with the headline: "Plastic Is the New Black!" and notes that Cuoco will host the Oct. 29 Gen Art "Fresh Faces in Fashion" Los Angeles show. "Plastics and couture might not seem like an obvious fit, but the fact is that plastics have played a very large role in fashion for decades," said Steve Russell, vice president of ACC's Plastics Division, in the release. "Without plastic, we wouldn't have faux fur, and skinny jeans wouldn't have their stretch. Plastics also provide women with comfortable, smooth support under their favorite looks. We're thrilled to partner with Gen Art to highlight how plastics inspire designers' imaginations and allow artists to create pieces that are cutting-edge, on trend, chic, affordable, and even eco-friendly." At the show, Cuoco will announce a fashion design competition that will challenge designers to create "two dynamic womenswear" looks made from fabrics that include plastic-based fibers. The winner will receive a $10,000 prize and a runway show at Gen Art's Fresh Faces event at Winter 2010 New York Fashion Week. Will this type of event help improve the image of plastics, especially among the young millennial generation? Stay tuned. As a footnote, I discovered a new ACC Web site through this story, PlasticsMakeItPossible.com. ACC uses that "brand" throughout the announcement, apparently assuming that its target audience still remembers the old American Plastics Council TV ads and radio spots that touted the benefits of plastics.