T
he starting point of the “I’m of
Cotton” campaign consists in
sensitizingtheconsumersabout
the attributes of an item of
clothing the moment they buy
it, taking into consideration smoothness,
lightness, amusement and comfort. In an
attempt to inspire people in choosing high-
er percentages of fiber in the fabric, the ini-
tiative seeks toeducate through fashion tips
and care, with initiatives initially focused on
people who have an influence on the fash-
ion market. So much that the launching
campaign of themovement was carried out
during the São Paulo Fashion Week 2016,
whose ambassadorswere MarthaMedeiros
and Alexandre Herchcovitch, stylists that
use cotton in their items of clothing.
The initiative by the Brazilian Associa-
tion of Cotton Producers (Abrapa) started
in October 2016, supported by the Brazil-
ian Cotton Institute (IBA), which regulates
and finances the research projects relat-
ed to the fiber, and to Bayer CropScience.
Through partnerships with other compa-
nies, in the second stage, which started in
June 2017, the association hopes to attract
new supporters, willing to help strength-
en the campaign. In 10 years, the expecta-
tion is for increasing the use of cotton by all
fashion segments from46% to 65%.
In the coming decade, the target is
also a 10-percent growth in the produc-
tion of cotton in the farms, fostering and
strengthening the sector. The target of
the campaign “I’m of Cotton” is to cover
the entire Brazilian industry with different
activities, like partnerships with famous
trademarks and stylists, initiatives at re-
tail stores, projects with fashion universi-
ties and investments in digital media and
public relations”, explains the president of
Abrapa, Arlindo de Azevedo Moura.
Website soudealgodao.com.br con-
nects all the links of the supply chain to in-
formation on the campaign and data rel-
ative to cotton and sustainability of our
national production, besides featuring
fashion tips and curiosities. The launching
campaign, at phase one, which also re-
lied on pages at Instagram and Facebook,
was created by BETC São Paulo, advertis-
ing agency specialized in the global fash-
ion market.
Campaign conducted in Brazil
since2016 intendstoincreasethe
useofcottonfiberinall fashion
segmentsfrom46%to65%in10years
Wearing
theshirt
Sílvio Ávila
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