Just about everyone adores Tim Gunn for his no-nonsense fashion sensibilities and role as the critical, yet nurturing adviser to designers on "Project Runway." That is, until the world reads his new book.

In "Gunn's Golden Rules: Life's Little Lessons for Making It Work," the chief creative officer of Liz Claiborne dishes up on etiquette and opens up about himself. He is polite, of course, but isn't afraid to call out everyone from Diane von Furstenberg to Martha Stewart for bad behavior.

He called to chat in advance of a Twin Cities stop to sign his book Tuesday from 7 to 9 p.m. at the Mall of America's rotunda.

Q In your book, you share many personal details. It's quite revealing.

A People are so open with me and share so many personal stories. I don't want them to think I'm some shell.

Q You've styled contestants on the "Biggest Loser." What do you think of the plus-size issue?

A It's a hugely neglected population of women. I think that fashion has abused them for many years.

Q To quote you, "If you're not learning, what gets you up in the morning?" So, what got you up today?

A Well, I'm in a city [Portland, Ore.] that I haven't really explored and I have an afternoon to do that. I'm actually beginning a draft of a new book. It's a kind of entomological grand encyclopedia of fashion about everyday items in your wardrobe, and it's fascinating.

Q Your book is all about etiquette, but you're very honest. So being polite doesn't mean lying?

A Exactly! The industry has an overabundance of bad behavior.