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Cotton Inc. and Bloomingdale’s Create Shoppable Online Fashion Show

Cotton Incorporated and Bloomingdale’s are answering the call for instant shopping gratification with the launch of an online shoppable fashion show, bringing cotton apparel from the catwalk to the closet with a click or a swipe.

Hosted by lifestyle celebrity and cotton-enthusiast Kristin Cavallari, the fully interactive 60-second video will be available online at Who What Wear beginning Sept. 7, where shoppers can select outfits, access product information, share via social media platforms and purchase items directly from the runway. Customers will also be able purchase looks from the collection at Bloomingdale’s stores across the U.S.

“Millennials and Generation Z–who we’re calling ’Generation App’–are seeking style and comfort in their clothing and convenience in their shopping experience, a combination that’s not always easy to find,” said Kim Kitchings, senior vice president of consumer marketing at Cotton Incorporated. “In collaboration with iconic retailer Bloomingdale’s, we’re making quality fabric and fashion accessible in seconds, and you don’t have to attend Fashion Week to get the look.”

The launch happens to coincide with the first day of New York Fashion Week. The debate has raged for several seasons about whether to present traditional collections a season ahead of the actual calendar or show consumer-facing collections that are available immediately.

Cotton’s 60 Second Fashion Show merges a runway experience directly to a shopping opportunity where Generation App spends a great deal of time: mobile devices. Seven in 10 Generation Z consumers and eight in 10 Millennial consumers say they browse for clothing on their smartphones, significantly higher than that of consumers overall (58 percent), according to Cotton Incorporated Lifestyle Monitor.

Overall, the Lifestyle Monitor survey shows that 45 percent of Millennials prefer shopping online to brick and mortar stores because it gives them greater access to new fashions in real-time.

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The collection is also in line with apparel preferences among Generation Z and Millennials. Pieces embody the on-trend streetwear aesthetic of the season with an emphasis on transitional items, including denim, outerwear and athleisure, all with the common thread of cotton.

[Read more about Cotton Inc. marketing: Cotton Inc. Launches ‘The United of America’ Campaign]

Starting Sept. 7, shoppers can select from more than 80 cotton pieces for both men and women, including items from contemporary brands like J. Brand, Adidas, Rag & Bone, Theory, Michael Kors, Burberry and Paige. Items are available online and at participating Bloomingdale’s department stores across the country.

Cotton Inc. and Bloomingdale’s Create Shoppable Online Fashion Show
Photo credit: Adam Lerner

“Together with Cotton Incorporated, we’re giving consumers the on-trend looks they want, made with their favorite fabric and available in an instant,” said Susan Marasco, fashion director at Bloomingdale’s. “Shoppers can expect to see stylish ready-to-wear pieces, including sweatshirts and shirting with ruffles, off-the-shoulder details and mixed fabrics for women, all with the ease of cotton.”

Cotton Inc. and Bloomingdale’s Create Shoppable Online Fashion Show
Photo credit: Adam Lerner

“The men’s collection mixes shirt jackets, outerwear and other transitional items that will be both comfortable and fresh for fall and beyond,” Marasco added. “Denim is always a huge part of fall fashion and this year is no exception. Distressing, embellishment and hem detail are big denim trends you’ll see at Bloomingdale’s, of course all created with denim’s crucial component, cotton.”

A preview of the video is available at

From Sept. 7, consumers will be able to watch the video to shop the looks and then show Cotton Incorporated and Bloomindale’s their favorite pieces by using the hashtag #ShopCotton and tagging @Bloomingdales and @DiscoverCotton in their posts.