Cotton Inc., LoveShackFancy, Dallas Cowboys Cheerleaders Join to Celebrate Cotton
June 6, 2025 
Photo: The Cotton Board
Cotton Incorporated is joining forces with globally recognized fashion brand LoveShackFancy and America’s Sweethearts, the Dallas Cowboys Cheerleaders, to put cotton front and center on the national stage in a bold and creative collaboration.
This consumer-facing campaign was developed to help build cultural relevance, brand recognition, and demand for cotton at exactly the right time.
The “America’s Sweetheart Cotton Collection,” a curated line of cotton-rich clothing items, is the latest extension of Cotton Incorporated and LoveShackFancy’s “American Icons” fashion campaign. Created with inspiration from the Dallas Cowboys Cheerleaders, this limited-edition capsule collection features dresses, tops, accessories, and more – all made from soft, breathable cotton.
The campaign’s launch was strategically timed to align with the return of the Netflix reality series Dallas Cowboys Cheerleaders: America’s Sweethearts to help ensure maximum visibility and cultural relevance.
“This collaboration is about much more than fashion – it’s about reinforcing cotton’s position as a fabric that represents strength, tradition, and modern American style,” says Kim Kitchings, Senior Vice President of Consumer Marketing at Cotton Incorporated. “By aligning with cultural icons like the Dallas Cowboys Cheerleaders and LoveShackFancy, we’re connecting cotton with the next generation of consumers in a way that’s emotional, meaningful, and memorable.”
For cotton producers, this effort is part of a broader strategy funded by the Cotton Research and Promotion Program to keep cotton top-of-mind for consumers. It reinforces the value of cotton in an increasingly competitive fiber marketplace.
“This is a great example of how collaboration and new approaches can be used to share cotton with today’s consumers,” says Akiko Inui, Chair of The Cotton Board.
As published in a recent WWD (Women’s Wear Daily) article about the iconic collaboration, LoveShackFancy Founder and Creative Director Rebecca Hessel Cohen says, “We love cotton, and it is our favorite fabric.” Earning that level of enthusiasm from such an influential voice in the fashion industry is already a significant win for cotton.
The Cotton x LoveShackFancy America’s Sweetheart Capsule Collection will be available to shop starting June 10 at loveshackfancy.com and in all LoveShackFancy boutiques nationwide. In addition to online sales and promotions in LoveShackFancy boutiques, Cotton Incorporated will help host a tailgate-themed event at LoveShackFancy’s Dallas boutique on June 21, complete with a meet-and-greet with at least two members of the cheerleader’s team and the Cowboys’ mascot, Rowdy.
Follow @DiscoverCotton on Instagram to see more on this iconic collaboration for cotton.
Information from The Cotton Board
GET THE NEWSLETTER TODAY!
