Cotton’s 24 for 24

By Berrye Worsham|February 14, 2012

Not only do these tours allow brands and retailers to gain a deeper understanding of “The Fabric of Our Lives,” but they also allow Cotton Incorporated’s Account Managers to build relationships and network with key associates from these companies – thus opening the door for potential future partnerships.

In an effort to increase consumer demand for the “Fabric of Our Lives”, Cotton Incorporated is hosting a fashion first: a 24-hour show of cotton apparel.

The event, slated to occur in South Beach, Florida on November 19 and 20, will showcase the versatility of cotton apparel for every hour of the day.

Cotton’s 24-hour Runway Show is unique in both its duration and content. The event will feature 1,440 different cotton looks – one look per minute – segmented by hour-long themed categories such as “Sunday Brunch” and “Pajama Party.”

In conjunction with media partner MTV.com, the event will also include a Cotton Style Search; a chance for “cottonistas” to show their cotton style. Through October 26, an MTV.com microsite will accept uploaded images of fashion-forward cotton apparel. In keeping with the 24-hour theme, 24 participants will be selected to attend the event and show their cotton style on the runway.