NEW YORK — Cotton Incorporated is looking to link consumers’ associations to cotton with high fashion in the next evolution of its “The Fabric of My Life” campaign.
Recording artists Leona Lewis and Colbie Caillat will be unveiled Monday as the latest singers to offer their interpretations of the well-known “the touch, the feel of cotton” marketing jingle. Two commercials were created by DDB New York and styled by Anthony Franco, and will show Lewis and Caillat wearing designs from Dries Van Noten, Marc Jacobs and Alexander McQueen.
Ric Hendee, senior vice president of consumer marketing for Cotton Inc., said the original Fabric of Our Lives campaign from the Nineties was successful in getting consumers to recognize how cotton was a crucial and desirable fiber in everything from socks to jeans to towels. For the last several years, the message has shifted to presenting cotton as a fiber equally suited to designer apparel.
“The idea that cotton could be beautiful and produced by great designers and be high-end clothes is the message we’ve been hammering on,” said Hendee.
Caillat, who has won two Grammy awards, added her own original melody and lyrics to the commercial. Lewis is a three-time Grammy nominee and is the first artist from the United Kingdom to be involved in the campaign. Extended versions of the songs will be available online as well as a range of bonus material, such as behind the scenes footage from the video and campaign shoots.
Cotton Inc. revived the Fabric of My Life campaign in 2009, featuring female artists across musical genres. Jazmine Sullivan represented rhythm and blues, Miranda Lambert country and Zooey Deschanel for pop music. The addition of Lewis and Caillat is aimed at reinforcing a connection to the 18- to 34-year-old female target demographic. Hendee also acknowledged that, as up-and-coming artists, Lewis and Caillat have a built in network of followers that is on the rise. Those followers are likely to seek out the additional online content, giving the campaign a strong social media aspect.
The campaign will run in 30- and 15-second TV spots, but Hendee said Cotton Inc. has also made a significant online advertising buy.
“TV is a difficult medium these days because so many people fast forward [through commercials], so we’re using the Internet as an extension of TV,” said Hendee.
“We think we did the right thing to tie into celebrity and bring back the familiar phrase,” he added. “It’s helping give us a significant awareness boost.”
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)
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