Cotton Incorporated is taking its The Fabric Of Our Lives® celebrity campaign to Main Street. Along with media partner MTV.com, the company is launching a Cotton Style Search, an opportunity for 24 lucky cottonistas to strut their cotton styles on the runway of an industry first --- Cotton's 24 Hour Runway Show. From October 14th – 26th, fashion-minded cotton fans from around the nation will be able to log onto cotton24hours.mtv.com and upload images showing off cotton as the fabric of their lives. Twenty-four individuals will be selected to join professional models on a runway showcasing 1,440 looks; a cotton look a minute, from Noon to Noon, November 19th and 20th in South Beach, Miami.
The well-known "The Fabric of Our Lives" television campaign has demonstrated how cotton fits into the lives and lifestyles of such celebrity icons as Miranda Lambert, Zooey Deschanel and most recently Kate Bosworth. Through its 24-hour fashion show and associated style search, the company aims to give fashion-minded citizens their time in the spotlight.
"Cotton is the everyman fabric," says Ric Hendee, Cotton Incorporated Senior Vice President of Consumer Marketing. "Its many permutations and comfort fit into everyone's lifestyle, whether you are a red carpet celebrity or an as-yet-unsung fashion innovator."
The 24 selected cottonistas --- individuals who combine fashion sense with a cotton sensibility --- will be announced at 12:00 Noon on October 26th; 24 days ahead of the big event; Cotton's 24 Hour Runway Show. The looks culled from around the nation will be available for viewing on the Fashion Lookbook hosted on MTV.com, and the lucky 24 Style Icons will be highlighted and profiled on the site.
As the day for Cotton's 24-hour Fashion Show approaches, the 24 Style Icons will be flown to South Beach and prepped to join Elite models and local celebrities on a fashion runway featuring 1,440 looks --- one cotton look a minute --- for 24 hours. Each of the 24 hours will present themed categories of cotton apparel, such as "Pajama Party" and "Urban Chic." Streamed live on MTV.com, this unprecedented fashion event will show viewers and attendees clothing choices for every style, occasion, and budget during a continuous 24 hour period.
"The runway show illustrates in a significant way the breadth of cotton fashion possibilities," says Hendee. "No matter who you are, there is a cotton look that fits your lifestyle, 24-hours a day."
In addition to the chance to walk the catwalk, the 24 selected Style Icons will receive a three night stay in South Beach, and a $350 American Express gift check to put together a cotton ensemble.
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.
MTV is the world's premier youth entertainment brand. With a global reach of more than a half-billion households, MTV is the cultural home of the millennial generation, music fans and artists, and a pioneer in creating innovative programming for young people. MTV reflects and creates pop culture with its Emmy®, Grammy® and Peabody® award-winning content built around compelling storytelling, music discovery and activism across TV, online and mobile. MTV's sibling networks MTV2 and mtvU each deliver unparalleled customized content for young males, music fans and college students, and its online hub MTV.com is a leading destination for music, news and pop culture. MTV, a unit of Viacom Inc. (NYSE: VIA, VIA.B), one of the world's leading creators of programming and content across all media platforms. For more information, go to www.mtvpress.com.
About Jack Morton
Jack Morton Worldwide is a global brand experience agency with offices in five countries. Our agency culture promotes breakthrough ideas about how experiences connect brands and people—in person, online, at retail and through the power of digital and word of mouth influence. We work with both BtoC and BtoB clients to create powerful and effective experiences that engage customers and consumers, launch products, align employees and build strong experience brands. Ranked at the top of our field, we've earned over 40 awards for creativity, execution and effectiveness so far this year, including Best New Product Intro, Best Media Event and Employee Campaign of the Year. Jack Morton is part of the Interpublic Group of Companies, Inc. (NYSE: IPG). More information is available online at www.jackmorton.com, or follow us on Twitter @jackmorton.
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