Cotton Incorporated is featuring the actress as its ambassador of cotton in the third installment of “The Fabric of My Life” campaign.
Bosworth, who has starred in films such as “Wonderland,” “Beyond the Sea,” “Superman Returns” and “21,” will showcase her musical talents for the first time in the campaign, which launches on Friday and will run on major networks including ABC, Fox, VH1, MTV and The CW in 15-and 30-second spots.
Ric Hendee, senior vice president of consumer marketing for Cotton Inc., said it is the first time the organization has used a full-fledged actress in the “Fabric of My Life” campaign, an outgrowth of the original “Fabric of Our Lives” campaign from the Nineties, which was highly successful in raising consumer awareness about the integral role cotton plays in everything from towels to denim jeans and high-end fashion.
Cotton Inc. introduced the “Fabric of My Life” campaign in 2009 featuring female musical artists. But it was Zooey Deschanel, who is both a singer and an actress, who helped make the first campaign in 2009 a hit, Hendee said.
Based on that success, Cotton Inc. chose Bosworth, purely an actress, for its new campaign.
“In year three we sought out someone else who had a cinema background and we put the music part behind and focused on more associations with nice clothes and…frankly the editorial side of fashion,” Hendee said. “We were looking for people from the movies who were really seen as young, female fashion leaders and Kate came to the forefront quite quickly with that kind of perspective.”
Cotton Inc. took a chance in casting Bosworth because she does not have a musical background and she would need to sing the theme song in the commercial.
“She was in fact anxious [to sing] and she said this commercial will give her a chance to make her singing debut,” said Hendee.
Cotton Inc., which has budgeted $25 million for the yearlong campaign, has a relationship with Bosworth for a year with the right to extend it, but also plans to add more people to the third campaign during the year, Hendee said. Bosworth was unavailable for comment.
The TV commercial, created by DDB New York and styled by Hollywood fashion stylists Anthony Franco and Cher Coulter, will show Bosworth wearing well-known designer clothes such as Prada, Rodarte and Nina Ricci, as Cotton Inc. continues to focus on portraying cotton as a natural fiber integral to designer apparel but available in a broad range of price points.
The spots will feature vignettes that present Bosworth at work in an “inspiration” room, on a movie set and exploring antique books (said to be her passion), shopping for jewelry and relaxing in cotton. A key component of the campaign is the closet, which will showcase cotton fashion pieces representing her style.
Hendee said Cotton Inc. will augment the TV spots with the rollout of some 24 behind-the-scenes videos on the “fabricofourlives.com” Web site next month, including conversations between Bosworth and Coulter about the clothes in the commercial, how to accessorize them and how to wear them, as well as discussions about broader trends in fashion.
The Web site will also feature an element that allows people to see a range of price points on the cotton items featured in the commercial.
“The idea is you don’t have to spend designer prices to find beautiful things,” Hendee said. “You will be able to click on any one item and be directed to manufacturers’ and retailers’ Web sites if you want to buy it. It’s a nice way to show cotton is [available] in all different price points.”
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews
“Stranger Things” is getting a new cast member for season 2. Meet @sadiesink_, the 15-year-old who will be joining the Netflix series for its new season. You may recognize her from “The Glass Castle” with Brie Larson and Woody Harrelson, but the Texas native’s next role goes in an entirely different direction. She describes her character, Max, as “a rough and tumble skater girl [who] becomes friends with the boys at school.” The second season debuts on October 27. (📷: @jgreenery) #wwdeye
Amid the Harvey Weinstein controversy, there’s another sector that’s being put under the spotlight for sexual abuse: the modeling industry. While rumors about abuse and sexual harassment of female and male models — and the photographers, agents and others who perpetrated it — have circulated within the fashion world for years, model @cameronrussell started posting stories from models on Instagram last week about abusive situations they’ve encountered — from sexual harassment and molestation to attempted rape. Over 75 have weighed in so far. Read more on WWD.com. Link in bio. #wwdnews
To celebrate its 16th anniversary, @dylanscandybar tapped designers and celebrities to create mosaics out of candy. The mosaics will be auctioned off to support the philanthropic cause of each participant’s choice. Pictured here is the mural created by @aliceandolivia's Stacey Bendet. For a first look at some of the other artwork being unveiled tonight, go to WWD.com. #wwdeye
The annual Veuve Clicquot Polo Classic in Pacific Palisades this weekend drew Kate Hudson, Tracee Ellis Ross, Laura Dern and more. See pictures of the star-studded event on WWD.com. (📷: @chelsealaurenla) #wwdeye
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye