News & Blog

RIDING THE LYCRA® BRAND AT CANNES

Nov 05, 2018

The LYCRA® XTRA LIFE™ fiber and MarediModa were made for one another. The innovative ingredient that revolutionized swim and beachwear and enabled dozens of brands and retailers to launch successful high value collections is the perfect partner for this important three-day trade event beginning November 6th.

Ride the wave concept featuring LYCRA® XTRA LIFE™ fibre

The crossover between swim and other forms of beachwear, athleisure and sportswear which is more noticeable than ever this year and the versatility of LYCRA® XTRA LIFE™ fiber (known as LYCRA® lastingFIT technology) has made a big contribution. The comfort, flawless fit, shape retention and superior resistance to damaging effects of chlorine and sunscreen lotions – features of premium swimwear for over a decade – are proving equally attractive to consumers in adjacent sport and lifestyle garment categories.

The commercial opportunities that result are captured in ‘Ride the Wave’, a custom LYCRA® XTRA LIFE™ brand campaign, and strikingly animated by Italy’s internationally successful Carvico Group at MarediModa in ‘FIT YOUR LIFE’ capsule collections from its Carvico and Jersey Lomellina mill brands.

Trade visitors can draw inspiration from Carvico’s opening night spectacular where musicians and dancers from LiberiDi present a striking range of high performance swim and sports fabrics, fashioned into concept garments by Zero 1.

Whatever the weather in Cannes this week, trade visitors will find much to warm their interest. If global weather trends stay on track, European beaches can look forward to plenty of action in 2019. The opportunities to benefit start here.

Contact us us to discover all the benefits of LYCRA® XTRA LIFE™ fiber combined with LYCRA® SPORT technology.

LYCRA® and XTRA LIFE™ are trademarks of INVISTA.

INVISTA Contacts

INVISTA Apparel & Advanced Textiles Edy Figini Hosiery / Lingerie / Underwear / Swimwear Marketing Account Manager +39-02-39202027 ITALY