Home / Knowledge / News / Apparel/Garments / American Eagle becomes part of Invista campaign

American Eagle becomes part of Invista campaign

Oct '18
Courtesy: Businesswire
Courtesy: Businesswire
For the second year in succession, American Eagle has joined a digital marketing campaign developed by Invista to promote jeans made with Lycra dualFX technology. This innovation combines two different Lycra brand fibres to create one resilient yarn that enables jeans to keep their shape all day, every day, while delivering exceptional comfort and fit.

The “Lycra Insiders” campaign, which has the tagline “It’s what’s inside that matters most,” is inspired by and targets today’s Gen-X and millennial consumers, who are much more than they seem on the surface. Custom content has been developed for American Eagle by Refinery29, a leading digital media company for millennial women, that will also publish it on its influential platform.

American Eagle is a leading global retailer famous for creating quality jeans offering comfort, fit and style at an affordable price. The brand selected high-impact influencers Veronica and Vanessa Merrell to promote its new Ne(X)t Level jeans made with Lycra dualFX® technology. The 22-year-old identical twin sisters are actresses and musicians that have amassed over 4.7 million followers across their social media channels.

In a custom video created for Lycra Insiders by Refinery29, the Merrell Twins will inspire viewers with their personal story about what’s inside them that matters most, while promoting the benefits of the Lycra brand technologies inside the American Eagle jeans they’re wearing. The video will live on the Merrell twins’ social media sites, as well as Refinery29 and Lycra brand digital channels.

“The ‘Lycra Insiders’ programme is designed to engage female consumers and raise awareness of the unique benefits Lycra dualFX technology can add to jeans,” said Rita Ratskoff, senior marketing manager, denim, Invista. “It’s a testament to the success of last year’s fall denim campaign that American Eagle has returned to promote its use of Lycra dualFX technology on Refinery29. The Merrell Twins are the perfect choice to accelerate purchase intent and drive online retail sales among young women.”

Lycra and dualFX are trademarks of Invista. (SV)

Fibre2Fashion News Desk – India

Must ReadView All

Cambodian PM unveils policy to combat reliance on EU, US

Textiles | On 17th Jan 2019

Cambodian PM unveils policy to combat reliance on EU, US

Cambodian Prime Minister Hun Sen recently launched a policy to...

S African Govt-funded programme revives cotton industry

Textiles | On 17th Jan 2019

S African Govt-funded programme revives cotton industry

A R200-million programme by South Africa has successfully revived the ...

US fashion group CFDA wants more diversity in model size

Fashion | On 17th Jan 2019

US fashion group CFDA wants more diversity in model size

A group representing hundreds of US designers has urged the fashion...

Interviews View All

Top executives, Textile industry

Top executives
Textile industry

GST has levelled the playing field to an extent

Top executives, Textile industry

Top executives
Textile industry

Overall, Union budget 2018-19 is very balanced

Deepak Jain, Baggout

Deepak Jain

We are using Facebook and Instagram to promote ourselves

Harmeet Singh,

Harmeet Singh

New Delhi-based Jogindra Industries Private Limited provides an assortment ...

Marcus Hardelauf,

Marcus Hardelauf

Germany-based Textechno is one of the leading manufacturers of testing...

Tom Adeyoola,

Tom Adeyoola

Describing itself as the best body shape and garment fit company in the...

Georg Reinhold, Trützschler  Nonwovens & Man-Made Fibers

Georg Reinhold
Trützschler Nonwovens & Man-Made Fibers

Trützschler Nonwovens & Man-Made Fibers, a part of the Trützschler Group,...

Paolo Ocleppo, Sandvik Hyperion

Paolo Ocleppo
Sandvik Hyperion

Paolo Ocleppo, Rotary Cutting Segment manager, Sandvik Hyperion discusses...

Davide Vigano, Sensoria

Davide Vigano

Sensoria is a leading developer of smart garments and IoMe (Internet of...

Prathyusha Garimella, Prathyusha Garimella

Prathyusha Garimella
Prathyusha Garimella

Hyderabad-based designer <b>Prathyusha Garimella</b> is known for blending ...

Samar Firdos, Arvind Ltd

Samar Firdos
Arvind Ltd

<b>Samar Firdos</b>, Chief Manager (Design) at Lifestyle Apparel Denim...

Bani Batra,

Bani Batra

Bani Batra’s couture wedding collection is inspired by traditional Indian...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


Letter To Editor

(Max. 8000 char.)

Search Companies


Leave your Comments

January 2019

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

news category

Related Categories:

Advanced Search