LYCRA® BEAUTY branded fabrics will be brought to life at the INVISTA Munich Fabric Start BLUEZONE at ST 01 information booth through innovative imagery created by world-renowned fashion photographer, RANKIN. In addition, twin models will demonstrate the differences between denim made with LYCRA® BEAUTY branded fabric, and without.
LYCRA® BEAUTY branded fabrics have been developed in response to women’s desire for denim garments with shaping capabilities. The fabric features INVISTA shaping technology to enhance, smooth and slim the body while remaining comfortable, helping women look and feel their best.
INVISTA employed a scientific method to correlate fit model feedback with wear force testing. In addition, body scanning technology quantified the ability of a denim fabric to provide comfortable shaping. An array of mills now use LYCRA® BEAUTY branded fabrics, some are; Candiani Denim, Orta, Tejidos Royo, Calık, ITV and Kipas. The feedback from both customers and professionals has been overwhelmingly positive.
Silvia Toledo, INVISTA Denim Account Manager for North EMEA comments: “Some of our fabric customers have already been developing fabrics using LYCRA® BEAUTY technology and presenting them to their denim clients/brands. The reaction has been great, with many brands now looking to further develop their products to incorporate our shaping technology into denim. We expect to have first styles available in retail by summer 2016.”
"Thanks to INVISTA's LYCRA® BEAUTY technologies we have been able to achieve a unique Premium Stretch Denim that blends great aesthetic and performance,” says Alberto Candiani, Global Manager at Candiani Denim.
Panos Sofianos Creative Director and Product Manager at Tejidos Royo comments: “We began early development with DualFx® technology by LYCRA® brand in denim through our partnership with INVISTA. We believe that LYCRA® BEAUTY branded fabric provides perfect wearable performance and its innovation is a great step forward in the denim shaping technologies of today.”
Patrick Wendt, Marketing Manager at KIPAS states: “The stretch and recovery properties of our LYCRA® BEAUTY branded fabrics are incredible. The denim supports, sculpts and shapes the body whilst still allowing freedom of movement and ultimate comfort.”
“ORTA uses exclusive shaping technology which incorporates the LYCRA® BEAUTY brand. The high-elasticity fabrics stretch with great recovery, providing all day style, comfort and flexibility. LYCRA® BEAUTY brand labeling allows us to easily communicate these features to brands and also to the final consumer,” says Ebru Ozaydın, Marketing Manager at ORTA.
The LYCRA® MOVES YOU™ strategy is based on a two-year, multi-market research initiative to better understand how consumers relate to the LYCRA® brand. The new theme 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.
To find out more about LYCRA® BEAUTY branded fabrics and other INVISTA innovations, visit us at the INVISTA stand (stand number ST 01) at Munich Fabric Start on February 2nd and 3rd 2015.