Cotton Incorporated today unveiled The Fabric of My Life™ micro-site, hosted on TheFabricOfOurLives.com as part of the latest component of its integrated advertising campaign, which revived its memorable "the touch, the feel of cotton" music for a new generation of cotton consumers, women 18-34 years of age.
“The Fabric of My Life micro-site is an interactive experience that allows visitors to gain a more in-depth look into the making of the commercials, the singers’ lives, and their unique styles,” says Glenn Sciachitano, Director of Advertising, Cotton Incorporated. “We wanted to create a complete online experience for consumers to engage with the singers in a way that brings them to life along with their unique cotton styles.”
Just as each singer put her individual stamp on “The Fabric Of Our Lives” song, they’ve also added their own touches to the micro-site. Country singer-songwriter Miranda Lambert gives a tour of her own closet, contemporary artist Zooey Deschanel shares her personal Stylebook, and R&B break-out singer Jazmine Sullivan reveals her own StyleMap of favorite stylish places across the country to visit and explore.
“Users can add their favorite places for finding great cotton fashions on Jazmine’s StyleMap, or view Zooey’s personal Stylebook and then create their own, which can then be uploaded to the online gallery, shared with friends, and even posted on their personal Facebook pages,” says Sciachitano.
Users can also explore the creation of the campaign by watching behind-the-scenes footage, interviews with the singers, and photographs taken at the filming. Each singer’s full-length rendition of “The Fabric Of Our Lives” is available for free download, as are the lyrics themselves.
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.