A bold, national campaign featuring Cotton, the Dallas Cowboys Cheerleaders and fashion brand LoveShackFancy brings Texas, cotton, fashion and football front and center at exactly the right moment.
By Cotton Incorporated | Photos Courtesy of Cotton Incorporated
From the cotton fields to the heart of pop culture, cotton is stepping into a powerful new spotlight. Following the “American Icons” debut at the Kentucky Derby and last Summer’s Americana Collection featuring Olympian, Suni Lee, Cotton Incorporated’s latest collaboration with fashion brand LoveShackFancy and the iconic Dallas Cowboys Cheerleaders – transforms a fashion campaign into a nationally relevant cultural moment.
A Campaign That Taps Into American Identity
Timed perfectly with the upcoming Season two of the Netflix reality series Dallas Cowboys Cheerleaders: America’s Sweethearts, The America’s Sweetheart Cotton Collection showcases 28 cotton-rich styles worn by eight members of the world-famous cheerleading squad. The styles include women and girls’ styles and accessories, an array of red-white-and-blue (and pink) outfits all designed using easy and breathable cotton fabric. Sun dresses in pretty prints ranging from bright picnic plaids to subtle stars. Spirited sweaters embroidered with American flags. Set against the backdrop of ‘The Star’ in Frisco, TX—the 91-acre Dallas Cowboys’ World Headquarters campus and practice facility, the campaign radiates Americana, confidence, and the timeless appeal of cotton.
By aligning the cotton story with symbols of national pride, athleticism, and modern femininity, Cotton Incorporated is making cotton culturally relevant to the next generation of consumers.
“This isn’t only about nostalgia, it’s a future-forward marketing and brand partnership strategy that places cotton where consumers are watching, clicking, and shopping,” notes Marissa Barlin, Director of Brand Partnerships at Cotton Incorporated. “We’re telling the story of cotton in a way that’s modern, memorable, and meaningful to consumers by bringing these iconic partners together.”
This campaign showcases cotton on a national scale with unprecedented creativity and reach. Through this collaboration, cotton is not just being worn, it’s being celebrated as a symbol of American values: strength, authenticity, and tradition. This type of emotional branding helps build demand by embedding cotton into the stories, platforms, and moments that matter most in today’s culture. The Seal of Cotton trademark, directly connecting the fiber to America’s cotton producers, is visible throughout the campaign.
“This campaign is the celebration of American icons, and to me, cotton is one of them. It’s one of our most essential fabrics, timeless, breathable, and soft, and at the core of so many of our most feminine, heritage-in-spired designs. When we thought about who embodies the same spirit of tradition, strength, and style, the Dallas Cowboys Cheerleaders were it. I’m so inspired by these women and their ability to show up with heart, grit, and 110% energy every single day. It’s that undeniable drive and presence that makes them truly iconic. We couldn’t be more proud or excited to have them representing this special collection,” states Rebecca Hessel Cohen, Founder & Creative Director, LoveShackFancy.
From the Field to the Front Row
This campaign represents another bold leap forward in Cotton Incorporated’s ongoing work to affect and engage the consumer, particularly 18-34 year old females, who crave authenticity and connection to what they wear. It helps to ensure that when consumers think of what’s iconic, culturally relevant, breathable, soft, natural, and American, they think of cotton.
“This collaboration reflects our long-term strategy to connect cotton with modern culture in meaningful ways. By aligning with iconic institutions like the Dallas Cowboys Cheerleaders and a globally renowned fashion brand such as LoveShackFancy, we’re reinforcing cotton’s position as a timeless, versatile fiber that resonates across generations,” notes Kim Kitchings, Senior Vice President of Consumer Marketing for Cotton Incorporated.
IRL (In Real Life) Activation
To celebrate the collection in real life, Cotton Incorporated and LoveShackFancy hosted activations across all 18 U.S. LoveShackFancy stores and a public facing tailgate-themed event at LoveShackFancy’s Dallas boutique on June 21st which included a special meet & greet opportunity with two of the Dallas Cowboys Cheerleaders and their team mascot, Rowdy. Alongside the meet & greet, guests shopped the capsule collection and enjoyed complimentary gifts with their purchase.
Tell Your Friends – Ready to Shop Cotton
Cotton x LoveShackFancy’s America’s Sweethearts Capsule Collection was available to start shopping on June 10th at loveshackfancy.com and in LoveShackFancy boutiques.
Cotton and LoveShackFancy debuted an exclusive pop-up activation during Kentucky Derby weekend in early May in Louisville. The pop-up gave visitors exclusive access to shop new Cotton x LoveShackFancy summer styles alongside a new, Derby-inspired Cotton x LoveShackFancy sweatshirt, homeware, gifts and more. LoveShackFancy Founder and Creative Director, Rebecca Hessel Cohen and key members of the Consumer Marketing division at Cotton Incorporated were in attendance.
