Cotton's 24 Hour Runway Show to take place on March 1

Leading up to the event, Cotton Incorporated will kick off the Road to the Runway, a program that showcases America's diverse regional cotton street style. To capture and share the best looks, Cotton Incorporated is partnering with six Fashion Influencers from across the country and People StyleWatch.

Scouting their respective regions for the best cotton styles, Cotton Incorporated has enlisted six high-profile fashion bloggers: Keiko Lynn of Keiko Lynn (Northeast), Mattie James of Mattieologie (Southeast), Katy Atlas of Sugarlaws (South), Julie Sariñana of Sincerely Jules (West), Carly Cristman of Carly Cristman (Midwest) and Lisa Warninger of Urban Weeds (Northwest).

Each blogger will help uncover the intricacies of the local cotton style in each region, provide accessible fashion tips and insight, bring a local flavor to Cotton's 24 Hour Runway Show and rally consumers in their cities to show their cotton styles.

The Road to the Runway will culminate at Cotton's 24 Hour Runway Show, which will feature 1,440 cotton looks – one per minute. "Cotton's 24 Hour Runway Show proves that cotton, more than any other fiber, can offer the versatility to suit every lifestyle, at any budget at any time of day.

“We're excited to prove this yet again with a whole new selection of styles that represent every corner of America," says Ric Hendee, Senior Vice President of Consumer Marketing, Cotton Incorporated.

As lead media partner, People StyleWatch will stream the event live from South Beach on People.com, and StyleWatch Editor Susan Kaufman and Fashion Director Kate Dimmock will curate 12 runway looks, as well as commentate live from the event. "People StyleWatch is all about making fashion and celebrity looks accessible and wearable, so it makes perfect sense to be working with Cotton Incorporated," says Kaufman. "We are looking forward to seeing how each region defines its style."