INVISTA sponsors Denim by Première Vision // launches LYCRA® BEAUTY branded fabrics for shaping as part of its new strategy // announcing collaboration with Lenzing

The new branding strategy is the outcome of a two-year, multi-market research initiative to understand better how consumers relate to the LYCRA® brand. The new theme – LYCRA® MOVES YOU™ – reinforces the emotional link millions of consumers have developed with the brand and its association with comfort and personal freedom across a wide range of garments.  The strategy was brought to life at the INVISTA stand at Denim by Première Vision through innovative imagery created by world-renowned fashion photographer Rankin.

In addition to the new branding platform, INVISTA launched its latest denim innovation: LYCRA® BEAUTY branded fabrics for comfortable, long-lasting shaping denim, and held a seminar on this topic on the first day of the show.  Based on INVISTA technology that can actually quantify and predict the comfort and shaping capability of a fabric, LYCRA® BEAUTY branded garments can help women look and feel their personal best.

A recent INVISTA study conducted by Strategic Insights showed that more than 80% of women across U.K., France, Germany, Italy, and the U.S. were interested in purchasing denim garments that could shape or enhance their body, and that they wanted the denim fabric itself to do the shaping. The survey also showed that there were some performance gaps with current commercial denim shaping garments in areas such as fit, slimming or smoothing certain areas of the body, and flattening the tummy.

To help address these needs, INVISTA employed a scientific method to correlate fit model feedback with wear force testing and body scanning technology to quantify the ability of a denim fabric to provide comfortable shaping.  Based on this work, quality standards were developed, and garments made with fabrics that meet these standards are eligible to carry the LYCRA® BEAUTY logo or hangtag.“By sourcing fabrics that meet LYCRA® BEAUTY branded fabric quality standards, brands and retailers can have the tools to develop garments that provide comfortable shaping, resulting in a high degree of consumer satisfaction,” says Jean Hegedus, INVISTA’s Global Marketing Director for Denim.

 Special events included:

Demonstration of PINTER CAIPO’s new dual core spinning machine using  dualFX® technology by LYCRA® brand

INVISTA press conference: LYCRA® MOVES YOU™ strategy and LYCRA® BEAUTY branded fabrics for shaping denim presentation

INVISTA and Lenzing joint press conference announcing their collaboration on COOLMAX® fabric with TENCEL® fibre – The Ultimate in Cool, Contemporary Comfort

LYCRA®, LYCRA® MOVES YOU™ and COOLMAX® are trademarks of INVISTA

TENCEL® is a registered trade mark of Lenzing Group.