Cotton or Nothing: How consumer research created an experiential campaign for a natural fabric
Geoffrey PrecourtWarc
In September 2013, in the middle of New York City – at the peak time of that city's Fashion Week – a parade of mannequins interrupted the carefully scripted annual fashionista celebration. "Wear Cotton. Or Wear Nothing At All," the march of naked plastic bodies announced.
It was a bold, aggressive assault on an industry that had stepped away from quality materials even as it marched to a series of stylistic trends. And, according to Cotton Incorporated, the not-for-profit trade organization, the assembly...