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Rue La La names Molly Sims as face of cotton campaign
14
Jul '15
Online apparel retailer Rue La La has named actress, model and author Molly Sims as the face of its ‘Cotton. It's Your Favorite for a Reason.’ campaign with Cotton Incorporated.

Molly Sims will offer exclusive style inspiration on how she incorporates cotton into her life and will curate a shoppable selection of her favorite cotton-rich fashion and home items on Rue La La.

“In addition, Sims will serve as the partnership's media ambassador, and host a fashion event where a collection of bespoke cotton pieces made specifically for the campaign will be revealed,” a press release said.

"I have been shopping on Rue La La for years and most of my favourite clothing and home items are made of cotton, so I am very excited to be a part of this partnership," said Molly Sims.

"I am always on the lookout for items that are affordable, yet stylish and durable, and I want to feel confident that my purchases will last for a long time,” Sims added.

“I am looking forward to sharing what I have learned with Rue La La's Members and inspiring them to incorporate cotton into their everyday lives,” she informed.

The multi-platform, nationwide initiative between Rue La La and Cotton Incorporated marks Rue La La's longest-ever partnership of this kind.

It kicked off in May, with Rue La La's first full site-wide takeover featuring only cotton-rich items, as well as the launch of a 30-day standing shop containing immersive cotton-related content.

Sims will be integrated into the program from July through November 2015, serving as the face of the three remaining site-wide cotton takeovers, selecting her favorite cotton pieces and providing style inspiration.

Each takeover will include a curated ‘Editor's Picks’ boutique for women, men, children and home; and an updated 30-day standing shop featuring further immersive cotton-related content.

Rue La La will support the partnership through its social media channels, dedicated emails to its 15-million strong member base, and brand all packaging with cotton-specific tips.

Rue La La has also collaborated with some designers to create bespoke cotton-rich pieces available exclusively during September and November, with proceeds benefitting an educational scholarship.

"The ‘It's Your Favorite for a Reason’ campaign uses real stories from real people to authentically illustrate that cotton is an ingredient in many favourite apparel items,” Ric Hendee, Sr VP (Consumer Marketing) at Cotton Inc said.

"Rue La La is an ideal platform that allows us to share the cotton message alongside actual cotton items for purchase and show the versatility of the fiber in a stylish, inspiring way," Hendee too added.

Cotton Inc, funded by US cotton producers and importers of cotton and cotton textile products, conducts worldwide research and promotion activities to increase the demand for and profitability of cotton. (AR)

Fibre2Fashion News Desk - India

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