International film actress and fashion icon Kate Bosworth lends her talents to the latest commercial in “The Fabric Of My Life” television campaign from Cotton Incorporated. The commercial features a new version of the familiar tune, with spare orchestration to heighten the ethereal mood of the visuals. Featuring cotton fashions by well-known designers such as Prada, Rodarte and Nina Ricci, the spot showcases the use of cotton in high fashion apparel, as well as the physical and emotional comfort consumers around the world have for the fabric of our lives.
The new “The Fabric of My Life” commercial adds a twist to the day-in-the-life theme of the campaign, which was introduced in 2009 with vocalists Miranda Lambert, Jazmine Sullivan, and Zooey Deschanel. In 2010, singers Leona Lewis and Colbie Caillat reinterpreted the familiar song. For the latest campaign, actress Kate Bosworth takes center stage. Her cinematic roots give license for a dreamy and romantic series of vignettes that present Kate at work in her inspiration room, on a movie set; and at leisure, exploring antique books, shopping for jewelry, and simply relaxing --- all in cotton.
“Kate was an ideal choice for this year’s commercial,” says Glenn Sciachitano, Cotton Incorporated Director of Advertising. “Her beauty, her status as a Hollywood actress and a fashion icon were a perfect fit for our strategy: to show women that cotton is a part of all aspects of their lives, even if that life includes a walk on the red carpet.” In addition to a range of elegant cotton designs, the commercial showcases the vocal talent of Bosworth, who sings the latest version of the familiar song.
Central to the campaign is the closet, and Kate’s closet contains pieces from such world-renowned designers as Prada, Proenza Schouler, Rodarte, and Nina Ricci. The designs worn and on display were selected by Hollywood fashion stylists Cher Coulter and Anthony Franco. “People generally think of cotton as cozy and casual,” says Cher Coulter. “But high end designers really capitalize on its versatility to the extent many people may not immediately recognize it as cotton.”
The commercial was created by DDB New York and will begin airing in May, supported by a range of Internet assets that will be available on www.TheFabricOfOurLives.com.
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.
For more information please contact Shawn Steiner 212.413.8350 or firstname.lastname@example.org.