Invista Inc. will expand its Lycra beauty certification program, “The Science of Shaping,” to swimwear at the Mode City trade fair in Paris, which runs July 9 to 11.
The concept was first introduced for shaping intimates at Mode City in September 2010. In the intimates category, it is a performance and comfort standard program to improve the effectiveness of shapewear and expand the range of shaping options in four categories: Smoothing, which focuses on aesthetics and light control; Sculpt, which offers high-tech performance in lightweight fabrics for subtle shaping, and two categories that offer functionality — Sensual Curves for firm shaping and Control for extra firm support. Partner brands include Wacoal, Bali, Spanx, Triumph, La Perla, Gemma and Ritratti.
Dianne W. Lober, Invista’s marketing communications manager, said the platform enters a new frontier to meet consumer desire for shaping with more comfort and style, with a wider selection of intimate apparel materials such as delicate lace and ultra-lightweight fabrics, and seamless garment construction technology. For the first time, Invista’s technology will be introduced to swimwear.
Lober said the Lycra beauty fabric program’s “promises remain unchanged” when applied beyond shapewear.
“Swimwear garments branded with Lycra beauty fabric bring shaping with comfort, combined with the lasting fit of Xtra Life Lycra fiber, delivering confidence and style to the end consumer,” said Lober.
Ninabeth Sowell, global marketing director of intimate apparel and swimwear at Invista, said the Lycra beauty fabric program is “reflective of the market’s heightened shapewear momentum.”
Sowell added, “A break into swimwear is a natural progression of the brand, as we extend our science of shaping insights to other areas of the textile industry. This combination of fiber and fabric technology will help our customers add value to their business through innovative and relevant new programs.”