COTTON USA shows that everyone loves cotton in its new global advertising campaign. This year’s campaign has the slogan “I Love My Cotton” and cast five individuals from different corners of the globe, wearing cotton in different ways.

“These portraits reflect the authenticity and passion unique to COTTON USA: the singular mark that symbolizes purity of fiber, quality of fabric and responsibility for the planet,” said Cotton Council International President Dahlen Hancock.

The Texas cotton producer said U.S. cotton sets the global standard for quality and purity. With this campaign, he said COTTON USA hopes to show that U.S. cotton is a premium fashion ingredient, pushing the COTTON USA logo to the forefront and encouraging the growth of U.S. cotton worldwide.

The campaign was shot by renowned photographer Paola Kudacki and styled by the talented Karen Kaiser, and cotton garments ranging from T-shirts to dress pants and jeans to towels are worn effortlessly by models Julia Hafstrom, Lais Oliveira, Gaspard Menier, Bregje Heinen, and young Caitlin Espirtu.