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NEW YORK — Cotton Incorporated is going ’round the clock and down the runway to promote its mantra, “The Fabric of Our Lives.”
The organization will stage a 24-hour fashion show of cotton apparel in South Beach, Fla., on Nov. 19 and 20, aimed at showcasing the versatility of cotton apparel for every hour of the day. In conjunction with mtv.com, the event will also include a “Cotton Style Search,” a call for Web uploads of American style. The event is meant to bring to life the message of the company’s well-known “The Fabric of Our Lives” TV campaign, which currently presents day-in-the-life montages of Kate Bosworth and Zooey Deschanel clad in cotton.
This story first appeared in the October 7, 2011 issue of WWD. Subscribe Today.
Cotton’s 24-hour Runway Show will feature 1,440 cotton looks — one look per minute — segmented by hour-themed categories such as “Urban Chic,” “Sunday Brunch” and “Pajama Party.”
“Our commercials show the cotton celebrity connection, but in conjunction with this event, we are asking fashion-minded citizens to show us their cotton,” said Ric Hendee, vice president of communications for Cotton Inc., the research and marketing company funded by U.S. growers of upland cotton and importers of cotton and cotton textile products.
From Oct. 14 to 26, an mtv.com microsite, mtv.com/cotton24hours.com, will accept uploaded images of cottonistas around the country in their own fashion-forward cotton styles. In keeping with the 24-hour theme, 24 style icons will be selected and flown to South Beach to strut their individual cotton style down the runway, along with Elite models and local celebrities. The winners will be revealed at noon on Oct. 26, 24 days ahead of the event.
Hendee said the event will also feature apparel from local and national retailers in the South Beach area.
“The runway show provides an opportunity for these retailers to present the versatility of their own cotton offerings in a unique presentation format, and just ahead of the biggest retail shopping day of the year,” said Hendee, adding that “many well-known retailers are already onboard,” and that a comprehensive list of retailer participants and of celebrity attendees will be released in the coming weeks.
Mtv.com will stream the event live from South Beach. Brand management agency Jack Morton Worldwide has been engaged to conceptualize and execute the full program.