Cotton Incorporated – the marketing and research company for US Upland cotton – has partnered with retailer Opening Ceremony to pay homage to the humble cotton tee and its history of self-expression.
In their ‘The Most Powerful Tee’ campaign, the duo explore how before the wonders of social media, the T-shirt gave people a canvas to share their views.
The spot was created by DDB New York and features historical footage to highlight the significance of the item during moments of cultural significance.
The vintage shots are coupled with contemporary, and diverse, urbanites, all dressed in statement tees, and the cuts are spliced with statements and images made all the more impactful by the cotton tee.
Non-traditional filming methods, including a variety of angles, a combination of 16mm film and digital footage, and 4:3 aspect ratio add to the uniqueness of the film and help showcase the personalities featured throughout.
“Long before there were tweets, cotton tee shirts were the canvas of self-expression,” said Kim Kitchings, senior vice-president, Consumer Marketing at Cotton Incorporated.
“Before the anonymity offered by social media, people wore statements of their likes, dislikes and philosophies for all the world to see. The designers at Opening Ceremony are known for self-expression through fashion and were the ideal partners to remind consumers that the cotton tee is an authentic medium relevant to our time.”
To underscore the T-shirt's place in fashion history, the brands are also releasing a limited-edition version, which will be available for purchase both online, and at Opening Ceremony’s shop in New York.
: 'The Most Powerful Tee '
