Smriti Irani’s #CottonIsCool is taking twitter by storm

Cotton is THE fabric for these hot summers. Duh?! Didn’t we all know that? But it took the Union Minister for Textile, Smriti Irani (nee controversy coveter Education Minister) to start #CottonIsCool on her twitter handle to make the country discover it anew. Watch celebs including the ever prim Hema Malini turn out in beautiful ivory cotton glory looking ready to take on the scorching heat.

Curated from NDTV

Union Minister of Textiles Smriti Irani has started a new campaign and people on Twitter seem more than happy to join in. Celebrating the cotton industry, Ms Irani tweeted a picture of herself in a cotton sari today and encouraged others to share their #CottonIsCool looks as well. She tagged several people in her tweet including Rajasthan Chief Minister Vasundhara Raje and the Fashion Design Council of India among others, encouraging them to share their cotton looks. #CottonIsCool is curently trending on Twitter.

"I celebrate Indian summers and cotton industry with my #CottonIsCool look. What is your #CottonIsCool look?!" Ms Irani tweeted some four hours before writing this. Her tweet has since collected over 2,600 'likes' and more than 600 retweets.

The textiles minister began the campaign by tweeting that India is among the largest cotton producing countries in the world.

Several people have joined Ms Irani's campaign as many are posting their own pictures with #CottonIsCool. Among them are actor-parliamentarian Hema Malini, former Indian opener and current Twitter king Virender Sehwag, Railways Minister Suresh Prabhu, cricketer Mohammad Kaif and many more.

Last year, Ms Irani had started a similar #IWearHandloom campaign on Twitter. That was also a huge success as several tweeple posted their pictures with the hashtag.