Adorable Kate Bosworth became the new ambassador of Cotton Incorporated. The beautiful 28-year-old actress doesn’t just star in the third installment of “The Fabric of My Life” campaign, but she also sings. Cotton Incorporated director of advertising Glenn Sciachitano says that Kate was the perfect option for the campaign due to her status and looks.
“Kate was an ideal choice for this year’s commercial. 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 fact, it seems that for its new campaign, Cotton Inc. has looked for an actress as they wanted to bring out the fashion side rather than the musical one. “In year three we sought out someone else who had a cinema background and we put the music part behind and focused on more associations with nice clothes and…frankly the editorial side of fashion. We were looking for people from the movies who were really seen as young, female fashion leaders and Kate came to the forefront quite quickly with that kind of perspective,” Ric Hendee, senior vice president of consumer marketing for Cotton Inc. told WWD.
Kate doesn’t simply models in the campaign, but she also has to sing the already familiar theme song. Well, the idea of showing her vocal talent might have caused her some nervousness. “She was in fact anxious [to sing] and she said this commercial will give her a chance to make her singing debut,” said Hendee.
The TV commercial shows Kate in different scenes, while looking through antique books, filming a movie, or shopping for jewelry, and of course, wearing cotton all the time. As usual, her pretty face and unique beauty becomes the envy of every girl. The young actress wears designer clothes such as Prada, Rodarte, Proenza Schouler and Nina Ricci, while Cotton Inc. presents cotton as a natural fiber used in high fashion apparel, but available in a broad range of price points, which you’ll be able to see on the fabricofourlives.com web site next month.
“The idea is you don’t have to spend designer prices to find beautiful things. You will be able to click on any one item and be directed to manufacturers’ and retailers’ Web sites if you want to buy it. It’s a nice way to show cotton is [available] in all different price points,” Hendee said. Moreover, celebrity stylist Cher Coulter, who styled Bosworth for the campaign together with stylist Anthony Franco, says that, “People generally think of cotton as cozy and casual. But high-end designers really capitalize on its versatility to the extent many people may not immediately recognize it as cotton.”
Cotton Inc. started the “Fabric of My Life” campaign in 2009, but they were only choosing female musical artists such as Miranda Lambert, Jazmine Sullivan, and Zooey Deschanel in 2009, and Leona Lewis and Colbie Caillat in 2010.
Photo courtesy of Cotton Inc.