Cotton’s 24 Hour Runway Show Returns to South Beach

Sure, it’s “the fabric of our lives,” but tack on the fact Cotton Incorporated is producing its third 24-hour fashion show on South Beach and it’s clear the material is capable of running seemingly endless marathons, too. Yes, the World’s longest fashion show takes place on Nov. 7 at 8 p.m. through Saturday, Nov. 8 at 8 p.m., on an open-air makeshift runway on 8th Street and Ocean Drive on Miami Beach. The event is complimentary, open to the public and no RSVP is necessary.

“Featuring 1,440 different cotton looks in a 24 back-to-back hour live fashion feat, the show is a unique platform that conveys the depth and breadth of men’s and women’s cotton apparel for any time of the day and for any occasion,” Cotton Incorporated Senior Vice President of Consumer Marketing Ric Hendee says.

As in year’s past, the event will host a handful of celebrities such as Giuliana and Bill Rancic, Jason Kennedy, Michael Yo and Oliva Palermo. People magazine’s Style and Beauty Director Andrea Lavinthal and Deputy Director Zoë Ruderman will curate 24 cotton looks for the show and provide live commentary throughout the event.

Each hour of the show will highlight a different “cotton moment,” with one outfit every minute (Yes! Every minute!) “It’s definitively an undertaking. There are more than 60 models in the show, resulting in 15 models per shift throughout the 24 hours. We have an excellent and extensive team comprised of stylists, hair and makeup artists, agencies and production experts who make sure we have a flawless execution. We start planning about nine to twelve months out,” Hendee says of the fashion feat.

A mélange of labels such as French Connection, Cosabella, Peace Love World, Adriano Goldschmied, Vintage Havana and Kings of Cole will shed light on the season’s on-trend cotton apparel looks for both men and women. Throughout the show, viewers will receive exclusive access to special offers valid on cotton purchases of their favorite brands featured on the runway.

As for Cotton Inc.’s choice of consistently choosing Miami as its backdrop, Hendee says, “Miami is a 24-hour-city iconic for its high-energy, casual elegance and Art Deco color palette. It’s also the perfect location for a runway show that merges fashion, scores of style icons, top celebrities and a surprise musical performance. Not to mention, while the rest of the country is experiencing cold weather in November, Miami offers a summer sun and cool evening breeze like no other location year-round.”

For those who cannot make it to the actual event, fret not, the show will be live-streaming from South Beach on TheFabricofOurLives.com, People.com, InStyle.com, EW.com, Essence.com, SouthernLiving.com and RealSimple.com.

Don’t miss a beat.

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