THE LYCRA® BRAND TO SPONSOR IMG FASHION’S MERCEDES-BENZ FASHION WEEK,
MERCEDES-BENZ SWIM SHOWS MIAMI, AND FASHIONWEEKLIVE PRESENTED BY SEPHORA
WILMINGTON, Del., February 2007 – The LYCRA® brand, one of the leading innovators in fashion, has just announced it will serve as sponsor of IMG Fashion’s Mercedes-Benz Fashion Week, the Mercedes-Benz Fashion Week Miami Swim and FashionWeekLive. During these events, INVISTA, the owners of the LYCRA® brand, will be showcasing the many ways that LYCRA® fiber continues to inspire innovation in the fashion industry.
As part of the sponsorship agreement, the LYCRA® brand will once again bring a denim revolution to the tents with a weeklong celebration of the iconic fashion staple in the LYCRA® Denim Lounge. The Lounge will unveil imagery from the new consumer advertising campaign for the recently launched XFIT LYCRA®, a patented cross-weave technology, available only by license from INVISTA, that delivers the benefits of a 360-degree shape and movement allowing for better fitting and more comfortable garments.
In 2007, the LYCRA® brand also will return to Miami for its third year as sponsor of the Swim Shows. The brand plans to stage the event’s only group show featuring 2008 swimwear collections from top designers using Xtra Life LYCRA® fabric in their designs. This innovative technology is approximately 5-10 times more resistant to chlorine than typical elastane and provides swimwear with a longer-lasting look and fit, helping it to resist bagging and sagging.
Finally, the LYCRA® brand is pleased to participate in FashionWeekLive, the new consumer fashion week experience tour created by IMG Fashion. Beginning in March, fashionistas around the country will get a first-hand glimpse of runway styles as they appeared on the catwalks, modeled by supermodels including Naomi Campbell and Gemma Ward. This exclusive event will launch in Dallas and then travel to Houston, Chicago, and San Francisco, where the glamour of the Bryant Park tents will be experienced by consumers.
"LYCRA® has long been a leader and innovator in the fashion industry, impacting the way clothes are designed and how they fit," explained IMG Fashion Vice President Fern Mallis. "Fashion wouldn’t be the same without LYCRA®, so we are proud to have them as a partner as we expand the IMG Fashion franchise into new markets with FashionWeekLive presented by Sephora."
"The LYCRA® brand is thrilled to have the opportunity to once again showcase our innovations as sponsors of Mercedes-Benz Fashion Week and Miami Swim Shows," says Linda Kearns, Apparel Communications Director for INVISTA. "FashionWeekLive is also very exciting for us as we turn our attention to the consumer with our new ad campaign and the retail launch of XFIT LYCRA® denim."
INVISTA is an integrated fibers, polymers and intermediates business with a global presence. It operates five major businesses: Apparel; Interiors; Intermediates; Performance Fibers; and Polymer and Resins. INVISTA delivers exceptional value for its customers through market insights and technology innovations, along with a powerful portfolio of some of the most recognized global brands and trademarks in their respective industries including: ADI-PURE®, ANTRON®, AVORA® FR, INVISTA® C12, COMFOREL®, COOLMAX®, CORDURA®, CORFREE®, DACRON®, INVISTA® DBE, DYTEK®, ESP®, FORCE™, INVISTA® NYCO, LYCRA®, POLARGUARD®, POLYSHIELD®, SOLARMAX®, STAINMASTER®, SUPPLEX®, SUPRIVA™, TACTEL®, TACTESSE®, TERATE®, TERATHANE® and THERMOLITE®. More information on INVISTA can be found at www.INVISTA.com.
LYCRA® is a registered trademark of INVISTA for premium stretch fibers and fabrics.