New York—Usually, as guests to New York Fashion Week can attest, it’s a game of hurry up and wait for most runway shows. After 30 to 45 minutes of waiting, the show lasts all of 8 minutes.
Not so this weekend when Cotton’s 24 Hour Runway Show, a fashion fête presented by Cotton Incorporated in partnership with People magazine, was held this weekend on Miami Beach’s Ocean Drive, officially setting a new Guinness World Record for the “Longest Fashion Show” based on length of time. With the help of more than 50 hair and makeup artists, 60 models festooned the record-breaking runway in more than 4,000 pieces of the finest cotton styles and walked a combined total of 96 dazzling miles. More than 1.2 million online viewers logged on to watch the live stream.
A Look A Minute
Typical fashion shows lasts 10 to15 minutes, but this runway marathon – highlighting “The Moments of Our Lives” – revealed a “look-a-minute” for 24 consecutive hours, resulting in 1,440 cotton looks from more than 75 brands. The fabulous fashion event also served as one of several Miami Beach Centennial celebrations taking place throughout the year.
“Featuring a new look on the runway every minute for 24 hours straight is challenging,” said Ric Hendee, senior vice president, Consumer Marketing, Cotton Inc, “With the help of some great sunny Miami Beach weather, an amazing team of designers, models and everyone involved, we are so happy to have proved that it can be done successfully.”
Hosted by Giuliana and Bill Rancic, E! News’ co-host and Miami native Jason Kennedy and TV Host and Michael Yo from “The Insider” on CBS, Cotton’s 24 Hour Runway Show took place from Friday, November 7, at 8 p.m. EST and lasted through Saturday, November 8 at 8 p.m. EST. The event featured performances and appearances by Jason Derulo, Trey Smith, Fantine, D.J. Irie and fashion icon Olivia Palermo.
Reaching more than two million viewers, the show was live streamed online from South Beach on TheFabricOfOurLives.com, PEOPLE.com, EOnline.com, PeopleEnEspanol.com, InStyle.com, Entertainment Weekly’s EW.com, Essence.com, SouthernLiving.com and RealSimple.com.