Invista Inc. is supporting lingerie with an aggressive multi-million dollar advertising and marketing campaign for Lycra spandex in Paris and New York.
Invista, which is a sponsor of Mercedes-Benz Fashion Week for its fifth season, unveiled its ad campaign on Friday, entitled "Some Clothes You Love," at a stand in the tents at Bryant Park in Manhattan. The stand, which celebrates the bra, is called Bra-sserie and is set up to look like an authentic French brasserie, replete with croissants, French macaroons and a menu of coffees: A cup is espresso, B cup is Americano and C cup is cappuccino.
"It's the first time where we focused on intimate apparel as fashion, and it being fashion week, there's a lot of excitement and lots of people at the stand," said Linda Kearns, communications director of Invista. "We've even come up with a Lycra Bra-sserie logo."
Another part of the Invista intimates package is a display called "The Foundation of Fashion" that showcases Lycra's innovative role in the intimate apparel industry since its introduction in 1959. The display includes lingerie designs by La Perla, Calvin Klein, Donna Karan, Badgley Mischka, Natori, Wacoal, Victoria's Secret, Chantelle, Lejaby and Le Mystère. It focuses on key trends and was created in partnership with CurveNY and Carlin International, a Paris-based style agency.
Meanwhile, Invista unveiled its ad campaign at a presentation on Jan. 25 in Paris at the lavish Salon Opera at the Grand Hotel. It was held during the Salon International de la Lingerie trade fair.
The campaign features 12 clothed body shots taken by the trendy Italian fashion photographer Laura Sciacovelli. Lycra-infused garments from brands like Zac Posen and True Religion appear in the shots, which feature images such as the curled back of a woman hugging her knees on a yoga mat, and a cropped frame of a denim-clad girl curled up in a hammock. Subsequent shots will be folded in throughout the year.
"The aim is to reinforce our image as a modern, vibrant, sexy brand, and to differentiate it from any other fiber brand," said Bruce Rowley, global brand and communications director for Invista.
Rowley worked on the project for a year with the London-based advertising agency Fallon. Targeting women 18 and older, the campaign will bow in trade press this month, followed by a consumer rollout in the second half of the year, both online and in print, he said. Also on the agenda is a new Lycra Web site, due to launch in April and available in 10 languages."We will be increasing our presence on the Internet in general via various networking sites, as well as video sites such as YouTube," Rowley said.
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