Cotton Inc. Hosts 24-Hour Fashion Show

To showcase the versatility of cotton and position cotton as high-end fashion, the trade group Cotton Inc. last month sponsored a 24-hour live fashion show in Miami’s trendy South Beach area. Beginning at noon on Nov. 19 and running until noon the next day, the show featured one fashion “look” per minute for a total of 1,440 outfits that highlighted cotton as a fabric that is fashionable night and day. Each of the 24 hours presented themed categories of cotton apparel such as “pajama party” and “urban chic.”

E!’s Guiliana Rancic hosted the show, which included celebrity djs and musicians as well as nearly 50 participating retailers and brands such as American Apparel, Betsey Johnson, Forever 21, Guess and others. The fashion show was highlighted on Facebook and Twitter and streamed live on mtv.com.

Besides the models, 24 cotton brand ambassadors were chosen in a Cotton Style Search, a campaign held along with media partner MTV, in which fans could upload images to cotton24hours.mtv.com that showed cotton as the fabric of their lives. The winners were given a clothing allowance to purchase a cotton outfit to wear on the runway and received VIP stylist treatment.

“We are always looking for opportunities in the experiential space to extend the reach and impact of our ‘The Fabric of Our Lives’ ad campaign in ways that garner media, retailers and consumer attention,” Ric Hendee, svp and president of consumer marketing at Cotton Inc., told Buzz. Agency: Jack Morton, New York City.