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Cotton's 24-hour Runway Show in November
24
Oct '11
Cotton Incorporated announced a fashion first: a 24-hour fashion show of cotton apparel. The event, slated to occur in South Beach, FL on November 19 and 20th, will showcase the versatility of cotton apparel for every hour of the day. In conjunction with media partner MTV.com, the event will also include a Cotton Style Search; a call for web uploads of American style that extends the day-in-the-life cotton message of the company's “The Fabric of Our Lives®” television campaign to general public.

Cotton's 24-hour Runway Show is unique in both its duration and content. The event will feature 1,440 cotton looks --- one look per minute --- segmented by hour-themed categories such as “Urban Chic,” “Sunday Brunch”, and “Pajama Party.” “Only cotton can provide the combination of comfort and style to fill a full day of fashion,” Says Ric Hendee, Vice President of Communications for Cotton Incorporated.

The event brings to life the message of the company's well-known “The Fabric of Our Lives” television campaign, which currently presents day-in-the-life montages of Kate Bosworth and Zooey Deschanel clad in cotton that is classic, comfortable, and even couture.

“Our commercials show the cotton celebrity connection, but in conjunction with this event, we are asking fashion-minded citizens to show us their cotton,” says Hendee of the Cotton Style Search component. From October 14th to October 26th, cotton24hours.mtv.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, and to enjoy the entire event.

Timing is not only a thematic element of the event, but a practical one as well. “Cotton's 24-hour Runway Show will 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.” Hendee adds 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.

Media partner MTV.com will promote the Cotton Style Search, Cotton's 24-hour Runway Show and will stream the event live from South Beach. Jack Morton Worldwide has been engaged to conceptualize and execute the full program.

Cotton Incorporated, funded by U.S. growers of upland cotton and importers of cotton and cotton textile products, is the research and marketing company representing upland cotton. The Program is designed and operated to improve the demand for and profitability of cotton.

MTV is the world's premier youth entertainment brand. With a global reach of more than a half-billion households, MTV is the cultural home of the millennial generation, music fans and artists, and a pioneer in creating innovative programming for young people.

Jack Morton Worldwide is a global brand experience agency with offices in five countries. Our agency culture promotes breakthrough ideas about how experiences connect brands and people—in person, online, at retail and through the power of digital and word of mouth influence.

Cotton Incorporated

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