Cotton Incorporated and GALE have relaunched The Fabric of Our LivesⓇ platform, encouraging people to slow down and be intentional with the moments they’re in and the clothing they’re wearing. The theme of intentionality is woven into the campaign in two key ways. First, Cotton gives room to breathe and the opportunity to live in the moment and lead with intention. Second, purchasing long-lasting and timeless cotton products signals intentional shopping in a time when trends are moving at a lightning pace and everyone is craving a pause.

The platform, which is the first from GALE since being appointed Cotton Incorporated’s agency of record, highlights different moments where people need to have a break from the fast-past world in which we live. From a no-phones dinner with friends to hitting the snooze button, cotton celebrates the feeling people can enjoy when they take a minute and slow down. The work doesn’t just demonstrate the moment–it invites viewers in by capturing these moments through a cinematic hyper slow-motion style. 

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