INVISTA Debuts Denim Co-Branding Campaign for LYCRA® Fiber and Fabrics
Co-branded website and marketing to premiere during New York Fashion Week, September 8-15
INVISTA, the manufacturer of LYCRA® fiber, is releasing a co-branded marketing campaign with six leading denim brands during New York Fashion Week, September 8-15. The latest designs from 7 For All Mankind, Citizens of Humanity, DL1961, Henry & Belle, Marc Allison, and Calvin Klein are featured in a “POUR IT ON” rain theme that promotes the never saggy, never baggy, custom-like fit of jeans with LYCRA® fabrics.
In addition to showcasing the latest styles from these brands, the new campaign will inform consumers where they can purchase the stylish jeans made with the comfort and high-performance of LYCRA® fabrics. Commercials will run on monitors in New York City taxi cabs during New York Fashion Week. Print ads are also scheduled to appear in the Daily Front Row, The Daily Coterie, and InStyle magazine, and the campaign will have a digital presence on www.InStyle.com and various fashion blogs. A new website, www.LYCRA.com/denim, will provide additional information about the campaign and LYCRA® brand innovations in denim.
According to Jean Hegedus, INVISTA’s global marketing director for denim, the inspiration for the campaign was the fluid, intimate feel of water on the skin. Shot in a misty alley, “Pour It On” evokes a mysterious and sexy feel, focusing on the sleek, comfortable fit of jeans with LYCRA® fabrics.
“More than 92 percent of female consumers in the U.S. are aware of the LYCRA® brand and associate it with such positive attributes as high quality, modern, stylish and flexible,” Hegedus said. “That perception translates into jeans that hold their shape and provide a custom-like fit, as consumers will discover from the jeans offered by these denim brands.”
LYCRA® fiber first appeared in denim during the mid 1970s. After decades of LYCRA® fiber innovations for denim apparel, the brand evolved even further in 2006 when INVISTA introduced XFIT LYCRA® fabric. The new technology allowed designers to develop denim that would stretch and recover in all directions, providing jeans with exceptional comfort and fit. In 2011 LYCRA® dualFX™ fabric was added to INVISTA’s line of denim concepts, fulfilling consumer demand for jeans that could stretch 30 percent or more without compromising lasting fit and recovery. In March 2011, LYCRA® Style fiber entered the marketplace with the highest recovery levels versus three leading brands of spandex in denim tests.
Global Brand Communication Manager