Lucy doesn't want to be left behind in the activewear battles.
The VF Corp.-owned brand is relatively unknown in the increasingly crowded activewear segment compared to competitors like Lululemon and Nike, but a new president and marketing initiative aim to supercharge consumer awareness efforts. Laurie Etheridge, former senior vice president of women’s merchandising and design at Levi’s, is now at the helm at Lucy, which today will launch the Light Forest, a light installation along the DCR’s Charles River Esplanade in Boston that runs for 10 days.
A Stella McCartney sketch of a custom dress made from protein-based silk in partnership with biotech lab Bolt Threads. The dress will be displayed at The Museum of Modern Art's upcoming design exhibition, "Items: Is Fashion Modern?"