Cotton is a natural fabric that has been a preferred choice for many over generations. Starting from simple pouches to elaborate dresses, humble cotton fabric can be made into a variety of outfits. Joseph Cianciotto mentions that even in the modern world, where one gets an array of synthetic fibers to make their choice from, most people choose to stick to cotton. The love for cotton clothing can be seen in almost every part of the world, owing to their high comfort and quality.
There are many reasons why a large number of people across the planet opt for cotton over most of the other fabrics, its dynamic and versatile nature being one of them. No matter whether a person wants a work attire or desire to go for sports clothing, they would find cotton fabric being used in almost every type of an outfit. A gorgeous evening gown will feel way light when it is made up of cotton, making it easier for a person to carry the outfit for long hours. Based on the woven or knitted fabric design, cotton tends to be used in the process of making chambray, corduroy, velour and lace materials.
Cotton fabric additionally is known to be one of the most durable fabrics in the planet. It does not tear easily and has the capability to effectively withstand strongest washing machine power. This fabric can stretch while remaining soft and comfortable to wear. Cotton actually becomes a lot stronger when wet unlike many other types of fabrics, which allows cotton clothes to last many laundries. Moreover, cotton fabric does not cause any allergic reactions.
Consumers across the world always held a lot of love for cotton, due to the beneficial features of this fabric. Unfortunately, to cut down on costs, many brands switch over to low quality synthetic clothing. A lot of consumers today are in fact dissatisfied with the synthetic, low-quality fabric available extensively in the market today. As a response to this dissatisfaction, a protest was launched where the mannequins in the Meatpacking District began walking off the job, as models began walking the runways of New York Fashion Week at Lincoln Center. This protest was basically a part of a film shoot and companion installation for ‘Cotton or Nothing’, which is a new marketing program that addresses consumer reaction to cotton substitution.
A lot of modern consumers today are angry about the quality of garments available to them, and do not hesitate to capitalize on the opportunities present in front of them. The cotton or nothing campaign was meant to give frustrated consumers a chance to share the stories of their fabric fails and explore resource on how to avoid these disappointments. The most frequent consumer complaints included shrinking, fading, odor, piling and loss of shape. A large number of people were linked to this protest, Joseph Cianciotto being one of them.