Home / Knowledge / News / Apparel/Garments / DDB releases latest 'The fabric of my life' campaign
DDB releases latest 'The fabric of my life' campaign
11
Apr '12
DDB New York is introducing the latest installment of its four-year The Fabric of My Life campaign with two television spots featuring two new celebrities. Following in the footsteps of actresses Zooey Deschanel and Kate Bosworth, actress/singer Emmy Rossum and actress Camilla Belle star in this campaign, a tale of two cities that is meant to represent the versatility of cotton in fashion centers from New York to Los Angeles and everywhere in between.

The two spots seek to showcase a range of cotton apparel and feature Rossum's and Belle's renditions of the cornerstone original song featured in all of The Fabric of My Life cotton ads. By presenting cotton as the fabric of each star's daily activities in their respective hometowns, the spots illustrate a wide variety of distinctive styles, all composed of the same fabric.

"The Fabric of Our Lives song has enjoyed widespread recognition and the recent high-profile celebrities featured in the ads help to bolster the underlying message that Cotton permeates the closets of everyone and is appropriate for any occasion," said Matt Eastwood, Chief Creative Officer of DDB New York. "DDB New York is proud to be building upon this long-standing campaign and increasing its relevance for Cotton."

The New York City story features Emmy Rossum, a native New Yorker, sporting a fancy gown for a black-tie event, riding a crowded subway in a fashion-forward outfit, and hosting a dinner party while wearing yet another dress, each carefully catered to her dynamic lifestyle. Rossum's rendition of the song encapsulates the attitude of optimism and opportunity commonly associated with the Big Apple.

The L.A. spots provide a point of contrast, accompanied by a different verse of the song and imbuing a more laid-back California vibe that coheres with Camilla Belle's lifestyle on the West Coast. Belle exudes effortless elegance walking through the lobby of a theatre, perfecting her routine in a dance class, shopping for produce at a local market and lounging around in her backyard with friends. Both spots conclude with a shot of the celebrity's closet, replete with a range of styles made from the signature fabric.

This campaign breaks widely on April 9, simultaneous to the rollout of several digital assets on the consumer website. These include a multimedia tour of Emmy Rossum's closet, which is categorized by occasions, a blog by Camilla Belle, behind-the-scenes footage and still images from the shoots, celebrity bios and interviews, and downloads of the new cotton songs.

DDB Worldwide Communications Group Inc ranks among the top five consolidated advertising and marketing services global networks, according to Advertising Age.

DDB New York


Must ReadView All

Courtesy: American Silk Mills

Textiles | On 18th Oct 2017

Sutlej Textiles adds American Silk Mills to its portfolio

Sutlej Textiles and Industries Ltd (STIL) has announced the...

Arvind Limited executive directors Punit Lalbhai (left) and Kulin Lalbhai explaining the project to Gujarat chief minister Vijay Rupani. Courtesy: Arvind Ltd

Apparel/Garments | On 18th Oct 2017

Arvind to set up mega apparel facility in Gujarat

Arvind Limited, one of India’s largest textile to retail...

Cotton stocks accumulating everywhere outside of China

Textiles | On 18th Oct 2017

Cotton stocks accumulating everywhere outside of China

Global cotton stocks outside of China are expected to rise by nearly...

Interviews View All

Binoy Ravjani
Hero's Fashion

‘One of the recent trends in hand block printing is the indigo process,...

Anvita Mehra
Confidential Couture

‘It is going to take some time for Indian buyers to get accustomed to...

Jim Desai
Blaiva Fabricaa

Fashion industry likely to remain labour-intensive in coming years

Abhishek Pachauri

Reckon Industries adapts latest systems for manufacturing from designing...

Harsh Shah

Established in 1956 with a small beginning, Embee today manufactures a...

Vikas Banduke

Softech Controls Private Limited (SCPL) is a part of the Cotmac Group, an...

Marcel Alberts
Eurofibers

Coating at a fibre level is a practice not usually seen in the...

Suresh Patel
Sidwin Fabric

Sidwin Fabric is a manufacturer and exporter of polypropylene textiles and ...

Silke Brand-Kirsch
Schlegel und Partner

Silke Brand-Kirsch, executive partner of Schlegel und Partner, a leading...

Bani Batra

Bani Batra’s couture wedding collection is inspired by traditional Indian...

Judy Frater
Somaiya Kala Vidya

Among the many honours showered on Frater, including Fulbright and Ford...

Akta Adani
India Boulevard

India Boulevard is a San Francisco-based curated fashion marketplace that...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

October 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

news category


Related Categories:

Planning to Take the Leap towards
Sustainability?

Do you see sustainability as a route to business growth?

Yes No

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes No

Active Poll

Do you see sustainability as a route to business growth?

Yes
77.3%
No
13.6%
Skip
9.1%

Total Votes: 66

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes No

Active Poll

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes
60.6%
No
28.8%
Skip
10.6%

Total Votes: 66

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes No

Active Poll

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes
84.8%
No
10.6%
Skip
4.5%

Total Votes: 66

Thanks for your valuable feedback. Claim your free latest sustainability e-book.

Active Poll

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes
74.2%
No
12.1%
Skip
13.6%

Total Votes: 66


E-News Insight
Subscribe Today and Get the
Latest News Update in Your Mail Box.
Advanced Search