Interviews
News Flash
New global campaign for LYCRA fibre from INVISTA
29 Jan '08
3 min read
Consumers reacted strongly when shown the campaign during testing "You do feel as if they're talking to you... and it's a real conversation" said a London consumer, another in Milan reacted with" "I feel like I'm being understood" and a Sao Paulo consumer stated "This is very emotional, very romantic, it talks about the love affair women have with their wardrobe."
The campaign also demonstrates that LYCRA fibre remains a fibre of choice among leading names within the fashion and textile industry.
Zac Posen, denim brands True Religion and JBrand and lingerie icons La Perla and Chantelle, are all featured in the initial images for the 'Some Clothes Love You Back' campaign.
The twelve signature images feature a range of LYCRA fibre innovations in Intimate Apparel, Swimwear, Legwear, Sweaters, Denim, Dresses and Active Wear.
LYCRA fibre is unique and continues to differentiate itself from all other fibres through ongoing innovation. Recent developments include, XFIT LYCRA fabric, LYCRA Black fibre and Xtra Life LYCRA fibre.
The campaign was shot in Southern Italy by leading fashion photographer, Laura Sciacovelli in November 2007. Following previous editorial work for British fashion and style publications The Face, Dazed and Confused and The Fashion, Sciacovelli was specifically chosen for the campaign for her ability to create a luxurious, sensual and natural feel in her work; perfectly demonstrating the benefits of LYCRA fibre in a single photograph.
Images highlight the versatility of LYCRA fibre's innovations and the intimate portraits reinforce the "Love You Back" ethos of the campaign.
INVISTA Global Brand and Communications Director, Bruce Rowley said, "The campaign we developed is built on the LYCRA fibre brand's unique understanding of how women are shaped, how they move and how they want their clothing to look and feel."
He went on to add, "With this very honest and personal new campaign we are further differentiating our customers' garments in the crowded market place."
The campaign also demonstrates that LYCRA fibre remains a fibre of choice among leading names within the fashion and textile industry.
Zac Posen, denim brands True Religion and JBrand and lingerie icons La Perla and Chantelle, are all featured in the initial images for the 'Some Clothes Love You Back' campaign.
The twelve signature images feature a range of LYCRA fibre innovations in Intimate Apparel, Swimwear, Legwear, Sweaters, Denim, Dresses and Active Wear.
LYCRA fibre is unique and continues to differentiate itself from all other fibres through ongoing innovation. Recent developments include, XFIT LYCRA fabric, LYCRA Black fibre and Xtra Life LYCRA fibre.
The campaign was shot in Southern Italy by leading fashion photographer, Laura Sciacovelli in November 2007. Following previous editorial work for British fashion and style publications The Face, Dazed and Confused and The Fashion, Sciacovelli was specifically chosen for the campaign for her ability to create a luxurious, sensual and natural feel in her work; perfectly demonstrating the benefits of LYCRA fibre in a single photograph.
Images highlight the versatility of LYCRA fibre's innovations and the intimate portraits reinforce the "Love You Back" ethos of the campaign.
INVISTA Global Brand and Communications Director, Bruce Rowley said, "The campaign we developed is built on the LYCRA fibre brand's unique understanding of how women are shaped, how they move and how they want their clothing to look and feel."
He went on to add, "With this very honest and personal new campaign we are further differentiating our customers' garments in the crowded market place."
INVISTA
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