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Cotton Incorporated Celebrates Female Trailblazers in Rosie Reborn

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Inspired by the iconic Rosie the Riveter, DDB New York launched the campaign reimagining the classic denim jumpsuit

Cotton Incorporated Celebrates Female Trailblazers in Rosie Reborn

Ahead of National Women’s History Month, Cotton Incorporated is unveiling ‘Rosie Reborn,’ a new campaign inspired by the iconic Rosie the Riveter, to honour the strides women have made in the workforce over the past 75 years pairing the strength and durability of authentic cotton denim.

To champion the indomitable spirit of women, and dress a new generation of ‘Rosies,’ Cotton Incorporated joined forces with designers Emily Current and Meritt Elliott of the womenswear brand, THE GREAT., to reimagine and re-build a new line of modern-day jumpsuits for the barrier breaking Rosies of today. Each limited-edition jumpsuit incorporates authentic denim from an original 40’s era ‘Rosie’ jumpsuit, connecting today’s Rosies with the Rosies of the past, and illustrates how far women have come, while paving the way for future generations.

Created by DDB New York on behalf of Cotton Incorporated, the campaign showcases denim’s role as a uniform for barrier-breakers throughout American history, particularly women who entered male-dominated industries. Cotton Incorporated’s ‘Rosie Reborn’ campaign celebrates women who are redefining the workplace by spotlighting six ‘modern day Rosies’ who are breaking boundaries in their often male-dominated fields; including, professional soccer athlete and World Cup Champion, Carli Lloyd, THE GREAT. founders, Emily Current and Meritt Elliott, famed YouTube personality and welder, Barbie Parsons, Black Girls Code founder, Kimberly Bryant, and architecture thought-leader, Julia Gamolina. 

Even to this day, both Rosie the Riveter and the denim jumpsuits worn by women in the 40’s have remained powerful symbols of empowerment. Inspired by this, DDB New York developed a campaign to bring attention to denim, a classic cotton fabric, and its strength overtime.

The campaign tagline: ‘Cotton Makes Denim Strong. You Make It Powerful’ encapsulates both the power of women and the strength of denim. A film directed by Kat Keene chronicles how Emily Current, Meritt Elliott and Cotton Incorporated redefined an iconic garment, in celebration of women who are redefining the workplace. Taking graphic inspiration from the World War II-era recruitment posters, DDB New York created posters of all six Modern Day Rosies wearing the reinvented denim jumpsuit. These inspirational re-designs of the ‘You Can Do It’ Rosie poster spotlight each woman’s respective accomplishments in the workplace.

Cotton Incorporated’s ‘Rosie Reborn’ creative will appear online and on social media. Over 75 percent of the people who worked to bring the campaign to life were female.

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Cotton Incorporated

President and CEO: J. Berrye Worsham

Senior VP, Consumer Marketing: Kim Kitchings

Director, Advertising: Jill Orsini, Anne David

Associate Director, Advertising: Emily Cooper

Manager, Advertising: Lisa Lo Paro

Senior Director, Corporate Communications: James Pruden

Associate Director, Corporate Communications: Ryan Vulcan

Manager, Corporate Communications: Sarah Galvez


Founder/Designer: Emily Current

Founder/Designer: Meritt Elliott

Chief Operating Officer: Amanda Thomas Alexander

Executive Assistant: Morgan Louviere

Director of Digital Marketing + eCommerce: Lisa Jones

Director of PR: Ashley Kraus

Design Director: Jaymi Vogel


Chief Creative Office/Worldwide: Ari Weiss

Chief Creative Officer/North America: Britt Nolan

Co-Chief Creative Officer/New York: Derek Barnes

Co-Chief Creative Officer/New York: Lisa Topol

Group Creative Director: Cassandra Anderson

Group Creative Director/Head of Art: Cristina Rodriguez

Creative Director: Lea Ladera

Executive Producer: Teri Altman

Executive Art Producer: Jane Piampiano

Content Producer/Director: Brian Winterton

Director of Music: Alec Stern

Director of Business Affairs: Kelly McCann

Account Director: Lauren Solomon

Group Planning Director: Jennifer Fox

Account Supervisor: Alexandria Fox

Associate Digital Strategist: Holly Stair

Jr. Digital Strategist: Erika Wochna

Head of Global Communications: Rahel Rasu

Associate Director of Agency Communications: Christie Griesmaier


Director: Kat Keene

Executive Producer/Partner: Kim Dellara

Head of Production: Casey Wooden

Producer: Mackenzie Berkman

Jason Seiler Illustration

Artist: Jason Seiler

Artists Representative: Richard Solomon

Union Editorial

Colorist: Karen Kourtessis

Additional Editor: Jean Taylor

Assistant Editor: Tommy Palumbo

Partner/Executive Producer: Caryn Maclean

Senior Producer: Susan Motamed

Post Producer: Tim Vierling

Flame Lead: Jason Ortenberg


Executive Producer: Will Mok

Colourist: Ayumi Ashley

Heard City

Managing Director/Partner: Gloria Pitagorsky

Executive Producer: Jackie James/Sasha Awn

Sound Engineer: Elizabeth McClanahan


Music: Into the Groove


PR Agency: Sunshine Sachs

Genres: Fashion & Beauty, People, Storytelling, Dialogue

Categories: Clothing and Fashion, Denim

DDB North America, Wed, 19 Feb 2020 17:36:10 GMT