Rue La La launched Monday the first of four commerce-meets-content programs dedicated to cotton. The program supports Cotton Incorporated’s “Cotton. It’s Your Favorite for a Reason” campaign, which launched in April with commercials, a digital video series and trade print advertising.
The main feature of the Rue La La and Cotton site takeover is an “Editor’s Picks” of handpicked cotton items with special boutiques across women’s, men’s, children’s and home. Products include classic Hudson Jeans denim jackets, T-shirts by Splendid, Bedhead pajamas, Espalma towels and summery espadrilles from Soludos.
Editorial content alongside products aim to give members the ability to discover the versatility of cotton and provide style inspiration.
A recent Cotton Inc. consumer survey revealed that 69 percent of people say their favorite piece of clothing is at least 60 percent cotton, and on average, people own seven pairs of denim jeans.
“Whenever we think of cotton, we think of our favorite worn-in tees or a pair of perfectly-fitting jeans—all things that inspire confidence,” said Rue La La chief marketing officer Robin Domeniconi. “Cotton is such a classic and versatile fabric, and we’re excited to share the reasons why we love it and the different ways in which cotton can be incorporated into our Member’s wardrobes and homes.”