At the New York Fashion Week which is currently taking place, Invista is launching a co-branded marketing campaign with 7 For All Mankind, Citizens of Humanity, DL1961, Henry & Belle, Marc Allison, and Calvin Klein in order to promote its Lycra brand.

Lycra's new campaign featuring 6 denim brands

From ads in magazines to articles in famous fashion blogs and commercials on monitors inside NY cabs, Invista wants its new Lycra campaign to be on everyone’s lips. It has even launched a dedicated website, www.lycra.com/denim , in order to show consumers the scale and diversity of Lycra’s product range.

“More than 92 percent of female consumers in the U.S. are aware of the Lycra brand and associate it with such positive attributes as high quality, modern, stylish and flexible,” said Jean Hegedus, Invista’s global marketing director for denim. “That perception translates into jeans that hold their shape and provide a custom-like fit, as consumers will discover from the jeans offered by these denim brands.”