Cotton's 24 Hour Runway Show Sets Record For Longest Fashion Show

Cotton's 24 Hour Runway Show, a fashion fete presented by Cotton Incorporated in partnership with PEOPLE magazine was held this weekend onMiami Beach's iconic Ocean Drive, officially setting a new Guinness World Record for the "Longest Fashion Show" based on length of time. With the help of more than 50 hair and makeup artists, 60 models festooned the record-breaking runway in more than 4,000 pieces of the finest cotton styles and walked a combined total of 96 dazzling miles. More than 1.2 million online viewers logged on to watch the live stream and plan their most memorable cotton looks!

Typical fashion shows lasts 10-15 minutes, but thisrunway marathon highlighting "The Moments of Our Lives" revealed a "look-a-minute" for 24 consecutive hours, resulting in 1,440 cotton looks from more than 75 brands. The fabulous fashion event also served as one of several Miami Beach Centennial celebrations taking place throughout the year.

"Featuring a new look on the runway every minute for 24 hours straight is challenging," said Ric Hendee, Senior Vice President, Consumer Marketing, Cotton Incorporated. "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."

Hosted by Giuliana and Bill Rancic, E! News' co-host and Miami native Jason Kennedy and TV Host and Michael Yo from "The Insider" on CBS, Cotton's 24 Hour Runway Show took place from Friday, November 7, at 8 p.m. EST and lasted through Saturday, November 8 at 8 p.m. EST.The event featured performances and appearances by Jason Derulo, Trey Smith, Fantine, D.J. Irie and fashion icon Olivia Palermo.

"As we embark on a year-long celebration to celebrate Miami Beach's Centennial anniversary, we are honored to have hosted Cotton's 24 Hour Runway Show," said Miami Beach Mayor Philip Levine. "Breaking the Guinness World Record for the Longest Fashion Show is an incredibly historic event and a great Honor for our city and its residents."

Reaching more than two million viewers, the show was live streamed online from South Beach on TheFabricOfOurLives.com, PEOPLE.com, EOnline.com, PeopleEnEspanol.com, InStyle.com, Entertainment Weekly's EW.com, Essence.com, SouthernLiving.com and RealSimple.com.

For more information on Cotton Incorporated and Cotton's 24 Hour Runway Show, visit TheFabricOfOurLives.com.

For more information on Miami Beach's Centennial anniversary, visit www.miamibeach100.com. This site has been created to communicate the many events throughout the year that will showcase the history of Miami Beach through a great digital library as well as many other exciting features.

About Cotton Incorporated:
Cotton Incorporated, funded by U.S. cotton producers and importers of cotton and cotton textile products, conducts worldwide research and promotion activities to increase the demand for and profitability of cotton.

About the City of Miami Beach:
For 100 years, Miami Beach has blended the pleasures of a tropical island life with that of a sophisticated metropolis. The 7.2 square mile island city is the pulse of South Florida. From walkable neighborhoods, white, sandy beaches, clear aquamarine waters, and an extensive park system to its rich Art Deco and MiMo architectural history and diverse entertainment and cultural offerings, trend-setting fashion and luxurious hotels, Miami Beach is where everyone wants to come to live, work and play.

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