Cotton Incorporated announced plans for their 2nd annual Cotton's 24 Hour Runway Show that will take place in South Beach, Miami from 8 p.m. EST March 1, 2013 – 8 p.m. EST March 2, 2013. This follows last year's groundbreaking debut showcasing the vast fashion versatility of cotton.
The 24 Hour Runway Show featured a different cotton outfit every minute for 24 hours. The event was the first of its kind and garnered nation-wide media attention from outlets such as MTV and Entertainment (E!) Network.
Leading up to this year's event, Cotton Incorporated will execute a campaign deemed "Road to the Runway" as a way to showcase the diverse cotton styles across America. The Road to the Runway phase launched on Nov. 12, 2012 and ends Jan. 7, 2013. During this time, participants can submit images of their favorite cotton style 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 in South Beach. 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.
To capture and share the best looks, Cotton Incorporated is partnering with People StyleWatch and has enlisted six high-profile fashion bloggers to help uncover the intricacies of the local cotton styles in their 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.
From Jan. 8, 2013 to Feb. 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. Then, from Feb. 13, 2013 to Feb. 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.
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.