Invista, owner of Lycra brand and integrated producer of chemical intermediates, polymers, and fibres, has teamed up with Who What Wear, a leading fashion editorial and shopping website amongst millennials, to showcase the Fall Denim Edit featuring 2017’s most fashionable and technically savvy jeans for women, made with Lycra dualFX technology.

This first-ever collaboration between the two firms will promote jeans by leading brands including Citizens of Humanity, Frame, and Joe’s Jeans. These brands have all adopted Lycra dualFX technology and it’s featured in their fall lines. The unique innovation offers women the enhanced comfort and exceptional fit they desire in jeans across a range of styles and finishes from distressed vintage to more contemporary skinnies.

Lycra dualFX technology achieves its long lasting shape retention by combing two Lycra brand fibres into a single resilient yarn. One Lycra fibre adds stretch to denim, and the second Lycra fibre ensures it always snaps back to its original shape. The two fibres work in tandem to create stretch denim fabrics that won’t stretch out.

The unique attributes of the patented technology will be highlighted in the content developed exclusively for this programme, which is targeted to millennials and designed to be shoppable and shareable. It will be live on Who What Wear’s new “Denim Hub” and includes videos that discuss denim dilemmas and offers solutions, interviews with social media influencers,.

Additional campaign elements appearing on Who What Wear channels include Lycra dualFX technology run-of-site advertising and newsletter takeovers, digital banner ads and homepage takeovers for featured denim brands, a robust social media plan (that will also be executed across Lycra brand channels), and a curated denim shop.

Rita Ratskoff, Invista’s senior denim marketing manager said, “We’re incredibly excited to work with Who What Wear on this comprehensive and multi-faceted initiative. They know millennial fashion well and have created an amazing platform that makes it easy to learn about the latest denim fashions and innovations. They even provide links to make an instant purchase on any device.” (GK)

Fibre2Fashion News Desk – India

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