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US cotton-rich clothing showcased in Vogue and Fucsia

Aug '08
Colombian fashion designer Amelia Toro's COTTON USA apparel collections for Vogue Latin America and Fucsia magazines showed cotton's versatility as an important fiber for couture, in addition to everyday basics such as denim.

Toro designed and produced exclusive garments made with U.S. cotton-rich fabric, including 280 meters of denim, from Colombian COTTON USA Mark licensees Coltejer and Fabricato.

Both licensees are important consumers of U.S. cotton fiber, annually purchasing 25,000 and 35,000 tons of fiber respectively. Coltejer's denim facility utilizes 100 percent U.S. cotton.

COTTON USA in Colombia set up strategic alliances with fashion magazines Fucsia and Vogue Latin America so that the magazines would produce and feature these special U.S. cotton apparel collections. Fucsia featured 20 pages, including the cover, of photos of supermodels wearing Toro's garments in cotton fields near Memphis, Tenn., while Vogue devoted 10 pages to Toro's subsequent denim collection. The magazines also ran editorial content about U.S. cotton and the COTTON USA program.

The popular Colombian fashion TV channel “Body Channel” broadcast behind-the scenes footage of the COTTON USA project with Vogue, starting with cotton fiber processing and denim manufacturing and concluding with footage from the shoot.

COTTON USA leveraged usage of the Fucsia photos, featuring them extensively throughout Europe in trade, institutional and consumer materials. The 18-month ad circulation reached more than 56 million consumer and trade contacts.

These COTTON USA activities with Fucsia and Vogue garnered about $355,000 in free press and $372,000 in third party contributions, more than 10 times CCI's investment of funding from USDA's Foreign Market Development Program. The activity served to promote cotton's versatility and increase brand awareness of COTTON USA in Colombia and globally.

Cotton Council International

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