LOS ANGELES — Invista has unveiled the latest installment in the ad campaign promoting its Coolmax moisture-wicking fabric.
Wichita, Kan.-based Invista showed the six images shot by sports photographer Scott Morgan to an audience at the Standard Hotel here that included representatives from textile companies such as Brazil's Pettenati SA and Long Beach, Calif.-based Texollini Inc., women's activewear line Skirt Sports and German sports behemoth Adidas. Invista said the campaign, developed by Doner Advertising, had been in the works for six months during which Invista met with consumers from the U.S., Japan, Korea and other countries.
Two of the six photos featured in the campaign showcase female athletes: one hiking up a boulder and another sprinting down a dusty trail. Bruce Rowley, Invista's global brand and communications director for apparel, said the Coolmax campaign, which launched in 1986, represents a mix of images of men and women, although there are more of the males.
"Men tend to be more in the high-performance market and that's certainly changing," he said.
The campaign's images turn a blistering sun into one of the main characters, underscoring Invista's message that Coolmax can keep the wearer comfortable in the heat. In conjunction with the new marketing push, Invista also announced a new fabric blending Coolmax with wool and another that mixes Coolmax with abrasion-resistant Cordura and Lycra.
The company said professional hiker Andrew Skurka will be its new brand ambassador to test and wear apparel and socks made with Coolmax.
A room full of toiles at the haute couture atelier in the Dior exhibition at Les Arts Décoratifs, open in Paris since July 5. This is just one of three major exhibitions that have been timed to coincide with the house's 70th anniversary. See the rest of the exhibits, plus read WWD's look into the iconic brand's history. Link in bio. #wwdfashion (📷: @dominiquemaitre)
For spring, Pamplemousse's Danica Zheng presented her signature slip dresses attached to a white T-shirt along with floral windbreakers, off-the-shoulder cotton blouses and more. For more highlights from the New York trade shows, go to WWD.com. #wwdfashion
The Green Carpet Fashion Awards closed out Milan Fashion Week yesterday. The fashion industry flocked to the event, showing its efforts to support and spread the message of sustainability. Supermodel Gisele Bündchen said "if each one of us took at least one step is this direction, there is no saying how much could be done." #wwdeye #wwdfashion #mfw (📷: Lodovico Colli di Felizzano)
Etro’s show, titled “The Tree of Life,” was a celebration of the house’s 50th anniversary. “My father founded the company in 1968, which was the year of counterculture and psychedelia. It’s really a show that celebrates that and the paisley design of India and its origin,” said Veronica Etro. #wwdfashion #mfw #ss18 (📷: @delphineachard)
For @msgm’s spring 2018 show, creative director @massimogiorgetti said “Words, sounds, colors. Synthesis and therapy of a collection,” were the inspirations behind the collection, showing today. Read the rest of Milan spring 2018 inspirations on WWD.com. #mfw #wwdfashion #ss18
For her first solo album in over 10 years, Fergie tapped Carine Roitfeld, Mert and Marcus, Giovanni Bianco and more to create a fashion-focused video approach for the record, Double Dutchess. "Giovanni really helped me get back in touch with my tomboy side, my hardside," said the singer. #wwdeye #wwdfashion ( : @slovekinpics)