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Cotton’s 24 Hour Runway Show Makes History

Not only is cotton the fabric of our lives, it now holds the Guinness World Record for the world’s longest fashion show.

From Friday night to Saturday night, Cotton Incorporated and People magazine hosted “Cotton’s 24 Hour Runway Show” in Miami Beach. The Ocean Drive event revealed a “look-a-minute” for 24 consecutive hours, resulting in 1,440 cotton looks comprised of more than 4,000 cotton styles from over 75 brands and retailers. More than 50 hair and makeup artists helped with the show, and 60 models walked a combined total of 96 fashionable miles.

The event also featured performances and appearances by Jason Derulo, Trey Smith, Fantine, Olivia Palermo, Jamie Foxx and DJ Irie.

Ric Hendee, senior vice president, consumer marketing, Cotton Incorporated, said, “Featuring a new look on the runway every minute for 24 hours straight is challenging. With the help of some great sunny Miami Beach weather, an amazing team of designers, models and everyone involved, we are so happy to have proved that it can be done successfully.”

More than two million viewers live streamed the show, which was hosted by television personalities Giuliana and Bill Rancic, Jason Kennedy and Michael Yo, on TheFabricofOurLives.com, People.com, EOnline.com and a host of Hearst websites including InStyle.com, Essence.com and SouthernLiving.com.