Earlier this year, Cotton Council International (CCI) made a big splash in China when it introduced its “Naturally Connecting the World” theme with COTTON USA ambassador Da S (Miss Xu Xiyuan) and celebrated fashion designer Alex Wang.
“This is a great day where I see more and more friends joining us to live an eco-friendly and sustainable life,” said Karin Malmstrom, director of CCI China. The design debut was jointly kicked-off by Karin Malmstrom and Jimmy Webb, CCI’s vice president and an American cotton farmer who represents the very beginning of U.S cotton supply chain, as well as CCI licensee representatives.
Inspired by “Naturally Connecting the World” campaign theme, CCI concept design included two parts:
- a special collection from CCI licensee representatives, and
- a specifically designed gown and blessing quilt by Alex Wang.
During the fashion show debut, Malstrom also noted that, “The support from COTTON USA licensee partners along the whole supply chain is testament that the Chinese market is dedicated to environmental protection alongside economic and social development.”
Licensee partners that participated in the fashion show include: ASHWORTH, CROQUIS, DAZZLE, Dickies, ELLE Children, Huafu, Icicle, JNBY, Levi’s Children, Lotto, Nautica, and VIGOSS USA JEANS.
Malmstrom presented designer Alex Wang’s unique Blessing Quilt to Da S to commemorate her recent wedding. “The American quilt has over 200 years of history,” Malmstrom said. “Traditionally, these were made from remnant pieces of cloth from making clothes so it sends the message to modern audiences that of not wasting anything. Nowadays it is created with colorful, creative patterns and given to friends and family to express well-wishes for future hopes and dreams to mark special occasions. Da S has been a member of the COTTON USA family for three years, and we want to give her this blessing quilt as a token of our gratitude for her work in promoting natural, pure and comfortable cotton, and to celebrate her recent wedding.”
The “Naturally Connecting the World” theme song debuted at the fashion event. It was jointly composed by Da S and legendary ballad singer Yang Kun. The lyrics and an mp3 version of the song can be found.
“It’s such an honor to have this opportunity to compose CCI’s unprecedented theme song and to encourage customers to choose cotton materials and support a sustainable lifestyle through music,” Yang Kun said.
The “Naturally Connecting the World” campaign is the third promotional campaign that CCI has held to promote its “Naturally” theme. All promotional activities for this year are introducing and featuring the whole cotton supply chain including cotton growers, spinners, weavers, knitters, dye-houses, garment and home textiles manufacturers, brands and retailers. “The ‘Naturally Connecting the World’ Campaign is fast coming to an end, but it will be a new start of another wonderful U.S. cotton story,” Malmstrom says. “Together, let’s live a natural and sustainable life, always conscious of our own health and that of our own planet well into the future.”
The display area featured products from 21 licensee brands as well as the elegant “Naturally Connecting the World” masterpiece by Alex Wang adorned with various beautiful cotton-made leaves to represent the natural and comfortable feel of cotton.
To see a special CCI video featuring Da S, please click here.