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NEW YORK — Between the crush of people hanging out at the tents in Bryant Park or waiting to attend the Temperley London fashion show, 300 executives made their way into the Lycra Brand Bra-sserie cocktail party hosted by Invista Inc.
Guests sipped Moët & Chandon Champagne and noshed on petit fours as they watched an informal presentation of models in bras and panties that were rendered in Lycra spandex blends, including Black Lycra. Brands included Maidenform, La Perla, Natori, Wacoal, Spanx, Le Mystère and Ambrielle by J.C. Penney. The party signaled the launch of Lycra’s new ad campaign in the U.S., which features the “Some Clothes Love You Back” tag line. The U.S. launch was preceded by presentations in France, India and Brazil. More presentations are planned for spring in Mexico and Hong Kong.
Linda Kearns, global director for Invista Apparel, said the new ad campaign, which features lifestyle-oriented visuals of women’s figures but not their faces, was meant as a message.
“By not having heads on the figures, women could place themselves in the image,” said Kearns, noting that consumer surveys were conducted in the U.S., the U.K., Italy, China and Brazil. “It gave them a very good emotional connection. We featured key brands such as Zac Posen and True Religion [denim with Lycra] and La Perla and Chantelle intimate apparel. We wanted to show esteemed brands.”
Dianne Lober, marketing communications manager at Invista, said, “We are targeting women who love clothes and lead active lifestyles. It’s not really about age, it’s about a lifestyle and looking good.”
The party was cohosted by CurveNY and Carlin International.