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PRINCIPLE 2
INVITE PARTICIPATION
Cotton 

24-Hour Runway
As the only fabric suitable for all 24 hours of the
day, Cotton has an annual tradition of hosting a
24 Hour Runway complete with a look every
minute – 1440 total. This time, Cotton employed
a Style Search Squad that traveled across the
country to find the most diverse cotton looks and
celebrate consumers’ local style. Users were
invited to submit their looks for a chance to
inspire the final style on the runway.


Once finalists had been selected, users voted to
select the six regional style setters who have
inspired a nation of cotton style enthusiasts. They
represented their regional cotton style at Cotton’s
24-Hour Runway Show in South Beach. In doing
so, Cotton effectively moved a runway show from
passive viewers to active participants who
walked away with a compelling experience.

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