New Collaboration Featuring Cotton Incorporated, LoveShackFancy, and the Dallas Cowboys Cheerleaders

Cotton Shines in a Bold Celebration of American Style & Pop Culture

(MEMPHIS, TN) – Cotton Incorporated is joining forces with globally recognized fashion brand, LoveShackFancy, and America’s Sweethearts, the Dallas Cowboys Cheerleaders to put cotton front and center on the national stage in a bold and creative collaboration. This consumer-facing campaign builds cultural relevance, brand recognition, and demand for cotton at exactly the right time.

The “America’s Sweetheart Cotton Collection,” a curated line of cotton-rich clothing items, is the latest extension of Cotton Incorporated and LoveShackFancy’s “American Icons” fashion campaign. Created with inspiration from the Dallas Cowboys Cheerleaders, this limited-edition capsule collection features dresses, tops, accessories, and more—all made from soft, breathable cotton. The campaign’s launch was strategically timed to align with the return of the Netflix reality series Dallas Cowboys Cheerleaders: America’s Sweethearts, ensuring maximum visibility and cultural relevance.

“This collaboration is about much more than fashion – it’s about reinforcing cotton’s position as a fabric that represents strength, tradition, and modern American style,” said Kim Kitchings, Senior Vice President of Consumer Marketing at Cotton Incorporated. “By aligning with cultural icons like the Dallas Cowboys Cheerleaders and LoveShackFancy, we’re connecting cotton with the next generation of consumers in a way that’s emotional, meaningful, and memorable.”

For cotton producers, this effort is part of a broader strategy funded by the Cotton Research and Promotion Program to keep cotton top-of-mind for consumers. It reinforces the value of cotton in an increasingly competitive fiber marketplace. “This is a great example of how collaboration and new approaches can be used to share cotton with today’s consumers,” said Akiko Inui, Chair of The Cotton Board.

As published in a recent WWD (Women’s Wear Daily) article about the iconic collaboration, LoveShackFancy Founder and Creative Director, Rebecca Hessel Cohen said, “We love cotton, and it is our favorite fabric.” Earning that level of enthusiasm from such an influential voice in the fashion industry is already a significant win for cotton.

The Cotton x LoveShackFancy America’s Sweetheart Capsule Collection will be available to shop starting June 10th at loveshackfancy.com and in all LoveShackFancy boutiques nationwide. In addition to online sales and promotions in LoveShackFancy boutiques, Cotton Incorporated will help host a tailgate-themed event at LoveShackFancy’s Dallas boutique on June 21st, complete with a meet-and-greet with at least two members of the cheerleader’s team and the Cowboys’ mascot, Rowdy. Follow @DiscoverCotton on Instagram to see more on this iconic collaboration for cotton.

Contact: Stacey Gorman, Director of Communications, 901-233-9356, sgorman@cottonboard.org

About the Cotton Board: The Cotton Research & Promotion Act established the Cotton Board as a quasi-governmental, non-profit entity to serve as the administrator of the Cotton Research & Promotion Program. Funded by America’s cotton producers and importers through the cotton check-off, the Program’s research and promotion activities are conducted worldwide by Cotton Incorporated, the Cotton Board’s sole-source contracting organization, to increase the demand for and improve the market position of cotton. The Cotton Research & Promotion Program continues to work in all areas of cotton’s pipeline – from the field to the consumer – to keep cotton the number one fiber choice in the U.S. For more information about the Cotton Board and the innovative activities stemming from the Program, visit www.cottonboard.org.