"COTTON USA - The Power of Cotton” Exhibition Wows China Fashion Week
Cotton Council International (CCI) showcased its “COTTON USA – The Power of Cotton” exhibition during China Fashion Week from March 25-31 in Beijing, inspiring consumers to consider the infinite possibilities of U.S. cotton. The display—which featured avant-garde cotton artwork and an emerging cotton trends area—coincided with the 2016/17 Fall/Winter fashion shows at 751 Fashion Echo, a Chinese creative center at Beijing’s famous 751 D-Park.
Mr. Wang Jianhong, secretary general of China Cotton Association, joined 60 key fashion, lifestyle and trade media representatives from China and Hong Kong in attending the opening ceremony of “COTTON USA – The Power of Cotton.” As of March 31, the exhibition has generated 145 media pick-ups and third party contributions of about $2.3 million. Social media posts for this campaign on COTTON USA Weibo, WeChat and Facebook accounts have collectively generated more than 1.4 million impressions.
In the “Avant-Garde Cotton Artworks” area of the COTTON USA exhibition, five designers and artists displayed extraordinary artistic interpretations of U.S. cotton. Fashion designers Renli Su, Dongyang Han, LALA Zhang and Haotian Wen and sculptor Kuang Jun displayed their 100% cotton art installations at the event.
Meanwhile, in the “Emerging Cotton Trends” section of the exhibit, 13 COTTON USA brand licensees featured the latest U.S. cotton fashions in a pop-up store. COTTON USA licensees Byford, Chicks, Nautica, JNBY, jnby by JNBY, Croquis, Le Coq Sportif, BIB, Devil Nut, SK8NATUES, PurCotton, Schiesser and Teelocker participated in the event and effectively communicated cotton’s naturally stylish attributes to consumers.
In the COTTON USA licensees’ display area, attendees could scan QR codes to purchase U.S. cotton items from online stores. Consumers also had the opportunity to submit T-shirt designs to Teelocker’s website for production and create a uniquely personal U.S. cotton T-shirt.
During the exhibition, several COTTON USA licensees, including the UK apparel brand Byford and the Chinese consumer hygiene products brand PurCotton, held social events highlighting their cooperation with COTTON USA. These gatherings provided additional platforms to promote the benefits of U.S. cotton.
“Using high quality U.S. cotton shows a commitment and guarantee of consistent quality to the customer,” Byford GM and Director Julian Ho said.