The lush velvet blazers and sparkly sequin dresses that typically bring holiday cheer to retail coffers and to consumers’ closets are taking a sabbatical this year as most celebrate closer to home. To look and feel good this holiday season, consumers are going for items that are practical, according to Cotton Incorporated’s Cotton Style House.
Through Dec. 31, the Cotton Style House – Holiday Edition is available with exclusive content on Amazon, where shoppers can purchase a variety of cotton apparel, gifts and home items curated by celebrity stylist Irma Martínez as well as influencers Debby Ryan, Daniela Ramirez, Ryan Clark, Gregory Dava, Coco Bassey and Jill Wallace.
The assortment offers brands like Mara Hoffman, Levi’s, Calvin Klein, Hudson and Staud with an emphasis on styles that have trended during quarantine, including cotton puff-sleeved houses dresses, turtleneck tops, tie-dye sweatshirts, T-shirts with shoulder pads and joggers.
The Amazon shop also features denim styles that reflect the current demand for comfort, volume and natural colors. Curated items include Levi’s Mile High wide-leg jeans, Paige culottes and Hue jeggings. Men’s items include AG’s slim jeans in “Dusty Auburn” and straight and tapered fit jeans by Tommy Hilfiger.
The collection comes together in a program of custom video content that highlights why the influencers chose their garments and how they plan to style them.
Cotton Incorporated, funded by U.S. cotton producers and importers of cotton and cotton textile products, conducts worldwide research and promotion activities to increase the demand for and profitability of cotton.
Its partnership with Amazon is one of several ways the not-for-profit is directing its storytelling to consumers. The relationship began in 2018 with a livecast fashion show featuring cotton apparel. A year later, the duo linked up again to draw awareness to cotton’s natural cooling and breathability properties through an Amazon shop-in-shop.
More recently, Cotton Incorporated teamed with Saks Fifth Avenue in October for a month-long shopping event that shined a spotlight on cotton-rich luxury apparel.