Video from Cotton Incorporated and Synaptic Digital: 24 Hours; 1,440 LOOKS Cotton's 24 Hour Runway Show

Hosted By Giuliana Rancic of E! News and E!'s Fashion Police

New York, New York, UNITED STATES


Miami, FL, Dec. 23, 2011 (GLOBE NEWSWIRE) -- Cotton Incorporated produced a fashion first: a 24-hour runway show of cotton apparel. The event took place from Noon to Noon, November 19th and 20th in South Beach, Miami and showcased the versatility of cotton apparel for every hour of the day with a total of 1,440 looks; a cotton look a minute.

See video from Cotton Incorporated at : http://inr.synapticdigital.com/cottoninc/24hourrunwayshow/

The event was hosted by style icon Giuliana Rancic of E! News and E!'s Fashion Police, and included appearances by Bill Rancic and local celebrities, and performances by DJ Mia Moretti and electric violinist Caitlin Moe, DJ Irie, DJ Ross One, DJ Joe Maz, Aulden Brown and Juan Mejia. The entire event was broadcast live on MTV.com.

Cotton's 24 Hour Runway Show was unique in both its duration and content. The event featured cotton looks segmented by hour-themed categories such as "Urban Chic," "Haute Hipster", and "Modern Glam".

Timing was not only a thematic element of the event, but a practical one as well, occurring less than one week ahead of the biggest retail shopping day of the year. Cotton's 24 Hour Runway Show featured apparel from over 50 local and national retailers as well as designers, including: William Rast; Lilly Pulitzer; Lucky Brand Jeans; Gap; Ben Sherman; Kate Spade; and The Cotton Bride. The runway show provided an opportunity for retailers and designers to present the versatility of their own cotton offerings in a unique presentation format. 

An extension of the familiar "The Fabric of Our Lives®" television campaign, the runway show included 24 Style Icons who were selected from the national online Cotton Style Search in October. The Style Icons received a trip to South Beach to enjoy the event and to walk the runway alongside professional models.

Media partner MTV.com streamed the event live from South Beach and is showcasing "behind-the-scene" content. Starting December 22nd, Cotton's 24 Hour Runway lookbook featuring all 1,440 looks will be available at TheFabricOfOurLives.com. Jack Morton Worldwide conceptualized and executed the full program and professional stylist Stacey Kalchman put together all 1,440 cotton ensembles.

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.

About MTV.com

MTV is the world's premier youth entertainment brand. With a global reach of more than a half-billion households, MTV is the cultural home of the millennial generation, music fans and artists, and a pioneer in creating innovative programming for young people. MTV reflects and creates pop culture with its Emmy®, Grammy® and Peabody® award-winning content built around compelling storytelling, music discovery and activism across TV, online and mobile. MTV's sibling networks MTV2 and mtvU each deliver unparalleled customized content for young males, music fans and college students, and its online hub MTV.com is a leading destination for music, news and pop culture. MTV, a unit of Viacom Inc. (NYSE: VIA, VIA.B), one of the world's leading creators of programming and content across all media platforms.

About Jack Morton Worldwide

Jack Morton Worldwide is a global brand experience agency with offices in five countries. Our agency culture promotes breakthrough ideas about how experiences connect brands and people--in person, online, at retail and through the power of digital and word of mouth influence. We work with both BtoC and BtoB clients to create powerful and effective experiences that engage customers and consumers, launch products, align employees and build strong experience brands. Ranked at the top of our field, we've earned over 40 awards for creativity, execution and effectiveness so far this year, including Best New Product Intro, Best Media Event and Employee Campaign of the Year. Jack Morton is part of the Interpublic Group of Companies, Inc. (NYSE: IPG). More information is available online at http://www.jackmorton.com/, or follow us on Twitter @jackmorton.  



        

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