Cotton is ‘IN’ this summer

A few days ago, #CottonIsCool was seen trending in one of the most popular social networking sites Twitter. At First glance it seemed something insignificant like how the Berger Paints was trending at the same time. But #CottonIsCool is more than just a promotional strategy by some fashion house. It is actually an interesting campaign started by our Union Minister of Textiles Ms. Smriti Irani. It shouldn’t come as a surprise as she had also launched #Iwearhandloom trend last year on the same platform. But she surely knows how and where to get in touch with the current tech savvy generation.

Quoting India as one of the largest producers of cotton, she took a step ahead to promote the industry in the home nation. She posted a picture of herself donning a gorgeous cotton sari and also made sure to tag few key personalities such as the Rajasthan Chief Minister Ms. Vasundhara Raje, Haryana CM Mr. Manohar Khattar, Lakme Fashion Week, and Fashion Design Council of India among others. She also encouraged them to share their pictures wearing cotton attires by asking “What is your Cotton Look”. Being a textile minister, she sure makes sure to promote various industries under her ministry.

And not too later, various famous personas belonging to different walks to life came forward in support of her new and exciting campaign.

The Lt. Governor of Pondicherry who have always been seen wearing cool cotton Kurtas was more than eager to show her support to the exciting initiative.

The charismatic actress, entrepreneur, pilot and an adventure junkie, Gul Panag came forward to share one of simple yet enigmatic picture of her wearing a cute cotton kurta.

The Editor in Chief and Chairman of India Today Rajat Sharma and Bharti Jain, Editor TOI also shared their elegant pictures.

The politicians from different states and ministries also encouraged the campaign and didn’t shy away from sharing their charming pictures.

Piyush Goyal:  Minister of State with Independent Charge for Power, Coal, New and Renewable Energy and Mines.

Kirron Kher: Member of Parliament and one of the famous film industry persona.

Not sooner, her campaign started trending with more than 7.9k likes and 1.6k retweets. People from around the nation came in support of the trend and snapped pictures of themselves and their families looking their best in some of the coolest cotton attires. This trend didn’t get confined to just the general public, various industrial houses such as Jharonka, Isshipo.com, sarees.com, shopclues.com, Myntra and others came up with special dedicated segments and offers in support of it.

What a noble cause to promote social-economic progress of the cotton value chain right from the hardworking farmers to the retailers.

Cotton is a fabric which absorbs water quickly and easily and exposes it to the surrounding environment for quick evaporation. Apart from being light it also provides better air circulation making our body cool almost instantly. Being airy, it also prevents us from getting heat rashes that we often get in this blazing hot weather. In summer, we tend to sweat a lot, so cotton clothes prove to be our best mate for the season.

Ms. Smriti Irani has made the whole nation to post pictures of them wearing cotton, have you done it yet? So what is your Cotton look this summer?

 

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