With long, luxurious beach days and a seemingly never-ending nightlife, it's no wonder South Beach will once again play host to Cotton's 24 Hour Runway Show, the fashion fête presented by Cotton Incorporated. With last year's audience nearly reaching one million viewers, the fashion marathon returns to the 24-hour-city and will be live streamed online beginning Friday, November 7, at 8 p.m. EST, through Saturday, November 8 at 8 p.m. EST.
Carefully chosen outfits punctuate the moments of our lives; from a first date to a wedding day, a day at the beach or a night on the town. These moments, both extraordinary and ordinary, remain forever dressed in the memory of what was worn. With that in mind, this year's show will feature "The Moments of Our Lives." Each hour of the show will highlight a different "cotton moment," with one unique outfit every minute, for a total of 1,440 cotton looks. Those with the fashion fortitude to watch the entire show will be able to plan out their most memorable cotton looks for years to come!
Cotton Incorporated is partnering with PEOPLE to bring the live runway experience inside the home, streaming from South Beach on TheFabricOfOurLives.com, PEOPLE.com, InStyle.com, Entertainment Weekly's EW.com, Essence.com, SouthernLiving.com and RealSimple.com. PEOPLE Style and Beauty Director Andrea Lavinthal and Deputy Director Zoë Ruderman will curate 24 cotton looks for the show and provide live commentary throughout the event.
"Cotton's 24 Hour Runway Show will once again showcase the incredible versatility of cotton in today's apparel," said Ric Hendee, Senior Vice President, Consumer Marketing, Cotton Incorporated. "With more than 70 brands providing looks for each ‘cotton moment,' this runway show is living proof that cotton remains the fabric of our lives."
Iconic for its high-energy, casual elegance and art deco color palette, 8th Street and Ocean Drive will welcome scores of style icons, top celebrities and surprise musical performances. The must-see style event of the year will announce additional special guest appearances in the coming months.
"Through our live stream, we will be able to share Cotton's 24 Hour Runway Show with the world," said Andrea Lavinthal, PEOPLE Style and Beauty Director. "At PEOPLE, we are all about providing inside celebrity access and the latest fashion trends. This year we're enriching the online experience, not only showcasing cotton's fashion range on the runway, but also providing behind-the-scenes sneak peeks and commentary from our style editors."
With contemporary retailers — such as French Connection, Cosabella, Peace Love World, Adriano Goldschmied, Vintage Havana, and Kings of Cole — the show will feature the season's on-trend cotton apparel looks for both men and women. Throughout the show, viewers will receive exclusive access to special offers valid on cotton purchases of their favorite brands featured on the runway.
For more information on Cotton Incorporated and Cotton's 24 Hour Runway Show, visit TheFabricOfOurLives.com.
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.
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