Lycra Does Denim
Invista, the maker of Lycra fiber, is partnering with denim brands to launch a co-branded marketing campaign during New York Fashion Week. 7 For All Mankind, Citizens of Humanity, DL1961, Henry & Belle, Marc Allison and Calvin Klein are featured in the campaign, which will tout Lycra’s fit-retention properties. Dubbed quot;Pour It On,quot; the campaign was inspired by quot;the fluid, intimate feel of water on the skin,quot; said Jean Hegedus, Invista’s global-marketing director for denim. quot;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,quot; Hegedus said. quot;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.quot;
