Cotton Incorporated is doing its own take on “A Tale of Two Cities,” with the launch of two television spots featuring singer-actress Emmy Rossum and actress Camilla Belle. The spots will highlight their respective hometowns of New York and Los Angeles and give their takes on the organization’s signature song.
Marking the fourth installment of Cotton Inc.’s “The Fabric of My Life” campaign, the aim of the commercials is to show the versatility of cotton apparel in the distinctive styles of the two cities.
This story first appeared in the April 6, 2012 issue of WWD. Subscribe Today.
The “New York Tale,” featuring Rossum, star of the Showtime series “Shameless,” will make its debut on Monday and run on Fox, ABC and The CW, as well as other cable networks. “The L.A. Story” with Belle is still in the editing stage, but is slated to run on the same networks in the next two weeks. Belle has starred in such films as “From Prada to Nada,” “The Ballad of Jack and Rose” and “Push.”
“We partner with inspirational young celebrity ambassadors who resonate with our core demographic of women 18 to 34,” said Glenn Sciachitano, director of advertising at Cotton Inc. “They give us a great palette to showcase the versatility of cotton garments by showcasing their interests.”
Cotton Inc. has budgeted $20 million for the campaign, spread over television and the Internet, Sciachitano said.
The television commercials, created by DDB New York and styled by Hollywood fashion stylist Anthony Franco, will show Rossum exiting a black-tie event in a red cotton lace dress by Monique Lhuillier, riding the subway in a blue cotton jacket by Elie Tahari, hosting a dinner party in a black-and-white polka dot dress by Oscar de la Renta and recording the track wearing a bouclé sweater by Phillip Lim.
Belle’s commercial touches on her Brazilian heritage and features the actress walking through the lobby of the Dorothy Chandler Pavilion in Los Angeles wearing a yellow and white cotton dress by Thakoon, doing a tap routine in a blue Prada dress, picking up fresh produce at an outdoor market in a cotton skirt by Marc Jacobs and lounging in a hammock wearing a botanical print dress from Milly.
In conjunction with the television commercials, Cotton Inc., on its TheFabricOfOurLives.com Web site, will run a multimedia tour of Rossum’s closet, a blog by Belle and behind-the-scenes footage and images from the shoots, in addition to celebrity bios and interviews and audio and lyric downloads of their new cotton songs.