Web video will get a new taste of the fashion world through three up-and-coming designers, when Cotton Incorporated debuts “INSEAM,” an all-new, 20-part web video series that begins on Wednesday, October 1st . Noted designer Eric Villency will take viewers inside the lives of three young designers: Lara Helene, Nicole Romano and Sue Stemp, as they conceive, create and present their new fashion lines, from sketch to market.
The series marks the first time Cotton Incorporated has produced branded entertainment for broadband television.
“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 at Cotton Incorporated. “By chronicling the design process of Lara, Nicole and Sue—under the discerning eye of Eric Villency—we want to remind women ages 18-34 that cotton is a fabric of infinite fashion possibilities no matter what their style preferences or income.”
Sciachitano adds that "INSEAM” is not a staged competition; the life of a designer is challenging enough. “INSEAM” explores the real-life business of fashion—how working designers get their visions from sketch to market. Whether a designer has to put on a fashion show for the season, or is courting a celebrity publicist to convince her client to wear a gown at the next red carpet event, viewers will see the pressure, the strategy, the frustration and the triumphs. They'll meet the buyers and the influencers: all those who can make or break an aspiring designer. “INSEAM” will take viewers inside the world of fashion via three designers, from their workrooms to the glitter and glamour of the runway, along the path from talented artist to household name.
Directed by Hollywood filmmaker James Merendino and co-produced by Broadband Enterprises Inc. (BBE) and CO.OP TV, “INSEAM” features broadcast-quality production and will be distributed to appropriate targeted sites over BBE’s 2,000+ site network.
It can also be found on “INSEAM’s” website, www.inseamshow.com.
WPP Group's MindShare, the media agency that conceived and drove the project, estimates “INSEAM’S” potential audience at about 2.5 million viewers. That represents a bonus for Cotton Incorporated, Sciachitano observed, because more than 8 out of ten consumers recognize the "Seal of Cotton," and 55 percent are aware of its advertising—but not all of them are aware of its “fashion forward” message.
Matt Wasserlauf, CEO of BBE, welcomes the collaboration and believes this first-ever broadband venture by Cotton Incorporated could be extended. “We’re excited to be working with cutting edge people who are at the top of their game: Eric, James, and of course, Lara, Nicole and Sue. They’re what BBE and web television are all about. This is mainstream entertainment, and BBE is proud to be the first to team with Cotton Incorporated to bring it to viewers everywhere,” Wasserlauf concluded.
About Cotton Incorporated
Cotton Incorporated, funded by U.S. growers of upland cotton and importers of cotton and cotton textile products, is the research and marketing company representing upland cotton. The Program is designed and operated to improve the demand for and profitability of cotton.
Mindshare Worldwide is a global media investment management company with billings in excess of $21.5 billion (source: RECMA). The network consists of 97 offices in 67 countries throughout the USA, Latin America, Europe, the Middle East, and Asia Pacific. Mindshare is a member of WPP, one of the world's leading communications services groups, and part of its GroupM Media Company. For more information, please visit: www.mindshareworld.com.
Broadband Enterprises Inc. (BBE) is the leading digital video network with over 2,000 publisher websites and more than 150 premium brand advertisers. The video network is BBE’s core business, on which three additional businesses have been established since April 2004, when BBE was born. BBE syndicates content across the network from media companies such as Comcast, iVillage, MSNBC, Washington Post-Newsweek Interactive and others, sharing revenue with content owners and publishers. BBE creates originally produced branded programming, such as an interactive Web-based talk show that gives practical insight and perspective on modern motherhood, “Jen & Barb, Real Moms” and “On the Brink” a series that follows the lives of an eclectic group of young musicians. Brand marketers such as Honda, AT&T, McDonald’s, HP and P&G have enjoyed the benefits of sponsorship within BBE’s original programming lineup.