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'The Hills' weekly fashion wrap-up
19
Dec '08
As “The Hills” reaches its Season Four Finale, one lucky winner will take home a cotton wardrobe valued at $5,000 as part of the Cotton Incorporated and MTV produced interstitial series titled “The Hills Weekly Style Guide.”

The television and web marketing campaign lets fashion and pop-culture fans view the latest style choices from “The Hills'” resident rock chick Audrina, blond bombshell Heidi, fashionista Whitney, or classic LC as they watch hosts Jessica and Kate's weekly dish about their favorite style moments from Season Four. The interstitials appeared starting in October and run through the finale in December as 30 second units within the most popular series on MTV.

“Cotton is a mainstay of apparel from the fashion runways of New York, Paris and Milan to your local mall,” says Glenn Sciachitano, Director, Advertising, Cotton Incorporated. “By having Kate and Jessica show MTV viewers how they can get the 'look of “The Hills' in cotton, we are reminding fashion-forward women ages 18-34 that cotton is a fabric of infinite fashion possibilities no matter what their style preferences or income.”

Hardcore fans of “The Hills” and of fashion can log onto http://cotton.mtv.com to view segments online, get “The Hills” fashion tips and enter for their chance to win the cotton wardrobe inspired by the popular series. The “Cotton Closet” sweepstakes, featured on the Style portal of MTV and TheFabricOfOurLives.com, will give one lucky winner a $5,000 wardrobe inspired by the styles of “The Hills” characters, ranging from stylish tees and skirts to jeans and dresses.

“Given the fashion-savvy nature of 'The Hills' fans, working with Cotton Incorporated on a style-focused effort was a great match,” said John Shea, executive vice president of integrated marketing / brand partnership for the MTV Music Group. “We recognize that 'Hills' fans seek trend-setting content on-air and online. Through our partnership with Cotton Incorporated on our Style portal, our users have the ability to interact with content that is relevant and fun, and evangelize cotton in an organic way. Who wouldn't want an entire wardrobe resembling the fashions worn by Lauren, Audrina, Whitney and Heidi?”

Cotton Incorporated


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