As a key ingredient in many swimsuit brands, the LYCRA® brand was once again a presence during Miami Swim Week and sponsored the LYCRA® SWIM SALON during SWIMMIAMI, July 14-17, 2016. The salon was a new tented venue located on the grounds of the exclusive W South Beach hotel in Miami Beach, Florida. A series of four swimwear runway fashion shows featuring swimwear by Hot-As-Hell, Robb & Lulu, Baes & Bikinis and San Lorenzo were held at the salon. These brands use LYCRA® XTRA LIFE™ fiber in their swimwear collections because it resists breakage and fit loss caused by chlorine and sunscreen, and lasts up to ten times longer than unprotected spandex.
An invitation-only cocktail party was hosted by the LYCRA® brand at the LYCRA® SWIM SALON on Saturday, at the W Southbeach hotel. This was followed by a presentation on LYCRA® XTRA LIFE™ fiber by Pattie Ficorilli, INVISTA Senior Marketing Manager for Swim. A live model showcase featuring trends created in collaboration with Stijlinstituut Amsterdam, where the 2018 swimwear trends were brought to life. Finally, guests previewed the new LYCRA® brand global swim video that highlights the unrivalled benefits LYCRA® XTRA LIFE™ fiber delivers to swimwear. The new global brand video will be made available to brands and fabric mills to promote the quality of their swimwear and fabric selection using LYCRA® XTRA LIFE™.
“Miami Swim Week gives us a wonderful opportunity to engage with our partner brands and showcase the newest fabric innovations to the global swimwear community,” said Ficorilli. “Fabrics using our LYCRA® XTRA LIFE™ fiber are the favorite choice of swimwear brands around the globe, and we enjoy being able to educate both new and established brands about our technological developments, trends in the industry and connect them to key fabric mills from around the globe.”
More information on the LYCRA® fiber brand can be found at www.connect.LYCRA.com and www.LYCRA.com. You can also find the LYCRA® brand on social media by using @LYCRABrand.
Photo credit: Getty Images
