Home / Knowledge / News / Fashion / Hottest stars join 'the touch, the feel of cotton'

Hottest stars join 'the touch, the feel of cotton'

13
Apr '10
As Cotton Incorporated continues to advertise "the touch, the feel of cotton," its new campaign has high-end fashion touches, and the feel is of the moment. International recording artists Leona Lewis and Colbie Caillat apply their individual styles to the lyrics while living their lives in cotton apparel from globally-recognized designers. The two new commercials, created by DDB New York and styled by Anthony Franco, present a rich and colorful montage of the artists' lives in cotton fashions by such well-known designers as Dries Van Noten, Marc Jacobs and Alexander McQueen.

Lewis and Caillat definitely do their part to position cotton as a "now" fabric choice. Aside from being within the company's 18-34 female target demographic, both are stars on the rise. Two-time Grammy winner Colbie Caillat, who added original melody and lyrics to the classic commercial, is one of the hottest stars in the pop genre. The multi platinum singer songwriter kicks off a tour with Sheryl Crow in June and will appear on several of the Lilith concert dates. Three-time Grammy nominee and multi-platinum recording artist Leona Lewis is not only the first female solo artist to top the British Hot 100 in over two decades, she is also the first United Kingdom artist to record the familiar cotton theme. While each brings a unique voice to cotton, both radiate an infectious and appealing energy. The aspirational aspects of cotton apparel are deftly delivered in a series of dazzling designs that fit the forms and the lives of the two vocalists.

The memorable "the touch, the feel of cotton" music, was brought back in 2009 featuring three vocalists: Jazmine Sullivan, Miranda Lambert and Zooey Deschanel. The new commercials continue the strategy of conveying messages of comfort and fashion to a target audience of women age 18-34. The commercials air on national and cable rotation beginning April 12, 2010 as :30 and :15 spots, and will be enriched by extended versions of the songs and other related components on TheFabricOfMyLife.com.

Cotton Incorporated


Must ReadView All

Pic: Shutterstock

Apparel/Garments | On 30th Jul 2021

ILO outlines 3 scenarios for Asian garment sector recovery trajectory

Looking to the post-pandemic period, a new research brief by the...

Pic: Shutterstock

Retail | On 30th Jul 2021

UK retail sales up 0.5% MoM in June; clothing store sales down 4.7%

Retail sales volumes in the UK increased by 0.5 per cent in June 2021 ...

Pic: Shutterstock

Textiles | On 30th Jul 2021

Prime Content| Here's why global cotton trade will rise in July-Dec 2021

Global cotton trade is expected to rise in the coming months of 2021...

Interviews View All

Textile Industry, Head honchos

Textile Industry
Head honchos

The pandemic has reinstated need for organised retail spaces in Tier II...

Textile Industry, Head honchos

Textile Industry
Head honchos

Blockchains will be in heavy use by early adopters by 2025

Florian Heubrandner, Lenzing AG

Florian Heubrandner
Lenzing AG

Sustainable and eco-friendly fibres remain in the minority

Susan Bhaktul,

Susan Bhaktul

Established in 2000 as a liaison with the Government of India, Industree...

Emmi Berlin,

Emmi Berlin

With the support of the first investors - Finland's Technical Research...

Akram Tariq Khan,

Akram Tariq Khan

E-commerce brand YourLibaas meaning "garment or attire" in Udru, was...

Michael Jaenecke, Messe Frankfurt

Michael Jaenecke
Messe Frankfurt

From May 14 to 17, international exhibitors will present the entire...

Karan Bose, Hula Global

Karan Bose
Hula Global

Hula Global, a leading isolation gown manufacturer in India, has been...

Dr Anup Rakshit, ITTA

Dr Anup Rakshit
ITTA

The Indian Technical Textile Association (ITTA) is the only association of ...

Vidur Adlakha & Riccardo Bennidini, La Fuori

Vidur Adlakha & Riccardo Bennidini
La Fuori

With an active presence in US, Italy and India, clothing brand La Fuori...

Archana Jaju, Label Archana Jaju

Archana Jaju
Label Archana Jaju

<b>Archana Jaju</b>’s Hyderabad-based eponymous label works with artisans...

Abhishek Bajaj & Samiksha Bajaj, Samshek

Abhishek Bajaj & Samiksha Bajaj
Samshek

Samshek is a fashion forward tech brand which combines digital experience...

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

Leave your Comments


July 2021

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


Advanced Search