Cotton Incorporated announced that the 2nd annual Cotton's 24 Hour Runway Show will take place in South Beach, Miami from 8pm EST March 1, 2013 – 8pm EST March 2, 2013. This follows last year's groundbreaking debut, showcasing the vast versatility of cotton.
Leading up to the event, Cotton Incorporated will kick off the Road to the Runway, a program that showcases America's diverse regional cotton street style. To capture and share the best looks, Cotton Incorporated is partnering with six Fashion Influencers from across the country and People StyleWatch.
Scouting their respective regions for the best cotton styles, Cotton Incorporated has enlisted six high-profile fashion bloggers: Keiko Lynn of Keiko Lynn (Northeast), Mattie James of Mattieologie (Southeast), Katy Atlas of Sugarlaws (South), Julie Sariñana of Sincerely Jules (West), Carly Cristman of Carly Cristman (Midwest) and Lisa Warninger of Urban Weeds (Northwest).
Each blogger will help uncover the intricacies of the local cotton style in each region, provide accessible fashion tips and insight, bring a local flavor to Cotton's 24 Hour Runway Show and rally consumers in their cities to show their cotton styles.
The Road to the Runway will culminate at Cotton's 24 Hour Runway Show, which will feature 1,440 cotton looks – one per minute. "Cotton's 24 Hour Runway Show proves that cotton, more than any other fiber, can offer the versatility to suit every lifestyle, at any budget at any time of day.
“We're excited to prove this yet again with a whole new selection of styles that represent every corner of America," says Ric Hendee, Senior Vice President of Consumer Marketing, Cotton Incorporated.
As lead media partner, People StyleWatch will stream the event live from South Beach on People.com, and StyleWatch Editor Susan Kaufman and Fashion Director Kate Dimmock will curate 12 runway looks, as well as commentate live from the event. "People StyleWatch is all about making fashion and celebrity looks accessible and wearable, so it makes perfect sense to be working with Cotton Incorporated," says Kaufman. "We are looking forward to seeing how each region defines its style."
Cotton Incorporated is calling on people from around the country to participate in defining regional cotton style from November 12, 2012 – February 27, 2013:
- From November 12, 2012 – January 7, 2013, participants can submit their favorite cotton styles for a chance to win a weekly prize of $1,440 and compete to be one of six Grand Prize winners to win $2,500 and a VIP trip to experience Cotton's 24 Hour Runway Show. Cotton Incorporated's Road to the Runway Style Search Squads will be going to 34 local markets to help uncover some of the hottest cotton street styles, but submissions can also be uploaded to People.com/cotton24hours.
- Starting on January 8, 2013 to February 12, 2013, Cotton Incorporated is asking America to decide which contestant best represents the cotton style for their region. All voters will be entered for a chance to win $1,440 each week.
- Beginning February 13, 2013 to February 27, 2013, consumers can "like" their favorite region's cotton style Pinterest Board on Facebook at Facebook.com/cotton for a chance to win a trip to South Beach for a shopping spree accompanied by a Cotton stylist.
The event brings to life the company's iconic "The Fabric of Our Lives" television campaign, which currently features a day in the life of Camilla Belle and Emmy Rossum, including their own favorite cotton fashions.
