Ahead of National Women’s History Month, Cotton Incorporated is unveiling “Rosie Reborn,” a campaign inspired by the iconic Rosie the Riveter, to honor 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 ‘40s 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.
The campaign tagline: “Cotton Makes Denim Strong. You Make It Powerful” encapsulates both the power of women and the strength of denim.
This film directed by Kat Keene via production house Caviar chronicles how Current, Elliott and Cotton Incorporated redefined an iconic garment, in celebration of women who are redefining the workplace.
