24 Hour Fashion Show

To remind people of the power and versatility of Cotton, we put on (a first ever) 24-hour fashion show. As the time of day changed, so did the models looks; at noon, they wore day dresses and activewear. As night fell, day looks turned to little black dresses and cotton lingerie showcasing the extreme versatility of cotton.

To promote the show we ran a nationwide search to find 24 undiscovered style icons, those icons were brought to South Beach, Miami to walk in the show. 

To extend the experience beyond Lincoln Road we paired with MTV and created a live video feed and live blog of the show (innovative in 2011). We also created a digital LookBook and made each and every look that walked the runway it's own piece of pinable content.

Agency: Jack Morton Worldwide