Amazon’s Latest Fashion Partnership With Cotton Inc. Leans Big On Influencers And Brand Activations

Amazon's Latest Fashion Partnership With Cotton Inc. Leans Big On Influencers And Brand Activations

Cotton Incorporated, the non-profit research and promotion company representing cotton in the U.S., teamed up with Amazon once again for another fashion and commerce partnership.

The result is Cotton Style House, a limited-edition online shop available on Amazon where shoppers can purchase a variety of cotton apparel from an assortment of brands, including J.Crew, For Love & Lemons, American Apparel, and A|X Armani Exchange. The shop was curated by top stylist Irma Martinez, who is known for her work with celebrities such as Pitbull, Serena Williams, and Sofia Vergara.

The company leaned big on a select group of fashion, travel, and fitness Instagram influencers to mark this partnership, whose styles served as inspiration for the curated shop and assortment of products.

“For the Cotton Style House Collection, I’ve drawn inspiration from influencers with amazing style that are really making an impact in the fashion world,” expressed Martinez. “The best thing about the collection is that – much like the fabric that is its center-piece – every apparel category is versatile, offering shoppers an opportunity to see themselves in the unique pieces from a diverse set of versatile brands and designers.”

In addition, Cotton Inc. hosted a pop-up and brand activation in Montauk Beach, New York last month to celebrate the collection, where influencers took part in a variety of activities promoting the shop to their hundreds and thousands of Instagram followers. (The hotel’s activities were free and open to the public.) Fashion and wellness experiences, workshops, and cotton-related panel discussions were just some of the activities guests took part in. They could also purchase any of the cotton products in the shop through an on-site kiosk that enabled them to order from Amazon and deliver to their address directly.

This is not the first time Cotton Incorporated has partnered with the online tech giant. Last fall, the non-profit collaborated with Amazon to create a fashion show during New York Fashion Week that was broadcast via Amazon Live.

Marissa Barlin, director of strategic alliances for Cotton Incorporated, said that the partnership is a way to get more people, particularly stylish, younger, and on-the-go shoppers, to see the appeal and benefits of wearing cotton apparel. “This season, the Cotton Style House Collection lets you easily purchase the summer’s hottest looks with just a couple clicks,” she explained. “Whether you’re on the go, working out, hitting the town at night, or jetting off on your next vacation, it’s cotton’s breathability and versatility that can take you through your day.”

Amazon, who continues to set initiatives aimed at bolstering its fashion business, is another big proponent of influencer-driven style. The e-tailer recently announced a drop-driven fashion model called “The Drop,” where limited-edition street-style collections designed by global influencers are released at different times on the company’s site.

The Cotton Style House collection on Amazon.com/ShopCotton is available now and runs through August 31.

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