News & Blog

LYCRA® brand moves Argentinian dreams

Sep 01, 2015

It’s not just trend insights that attract an enthusiastic following to INVISTA trade events in Argentina, it’s the imaginative presentation style. Gourmet cooking and art have shared the stage with fashion in the past. This time round, it was cinema.

  • LYCRA® MOVES YOUR DREAMS | Artesano

    LYCRA® MOVES YOUR DREAM: Artesano

  • LYCRA® MOVES YOUR DREAM: Cultura

  • LYCRA® MOVES YOUR DREAMS | Elemental

    LYCRA® MOVES YOUR DREAM: Elemental

  • LYCRA® MOVES YOUR DREAMS | Excentrico

    LYCRA® MOVES YOUR DREAM: Excentrico

  • LYCRA® MOVES YOUR DREAMS | Fronteras

    LYCRA® MOVES YOUR DREAM: Fronteras

  • LYCRA® MOVES YOUR DREAMS | OlaDigital

    LYCRA® MOVES YOUR DREAM: OlaDigital

  • LYCRA® MOVES YOUR DREAMS | Pausa

    LYCRA® MOVES YOUR DREAM: Pausa

  • LYCRA® MOVES YOUR DREAMS | Remasterizado

    LYCRA® MOVES YOUR DREAM: Remasterizado

Actress and singer Rosario Ortega, top designer Valeria Pesqueria and photographer and international model Lucile Godoy collaborated in the making of LYCRA® MOVES YOUR DREAMS, a stylish production under the technical direction of Nicolas Giarrusso of Chancho TV. It’s worth six minutes of anyone’s time (link).

It tells the story of a fashion designer seeking inspiration. Her search through dreamlike sequences leads her to realize that her own creativity is the ultimate source. The imagery reflects the movement, texture and colour palettes of trends that will influence autumn-winter 2016 and spring-summer 2017 fashion collections.

It also reflects the mood and tempo of the LYCRA® MOVES YOU advertising campaign launched last year in Argentinian consumer and trade media and now prominent at point of sale in retail outlets.

WSGN supplied the trend insights and local LYCRA® fiber customers provided the eight outfits designed by the Pesquiera™ brand to interpret them in the film and imagery at the August event.

The audience of mills, cutters and brands responded enthusiastically – “You surprise us every year” was the feedback.

But combinations of creativity and technical excellence should be no surprise: it’s the essence of the value INVISTA seeks to bring day-in, day-out to customer businesses around the world.