The Invista group, one of the biggest fibre producers in the world, has chosen the trade show MarediModa in Cannes, which will be held over the 25-27 November, to exhibit the extraordinary performance of Lycra® Xtra Life directly to clients.

This innovative fibre has been designed to guarantee maximum three-dimensional stability and is resistant to suncream, UV rays and chlorine.

According to a survery conducted by Invista into the needs of consumers, the need for clothing that has a perfect seal and that conserves body-shape for the duration of use, is a key factor sought after when buying a swimming costume.

“We want to give our clients the opportunity to take a step forward with Lycra® Xtra Life, without affecting costs or the supply chain,” said Ninabeth Sowell, global marketing director of Invista nightwear and beachwear, “and despite the terrible economic situation and the financial risk that often stifles research at large companies, it is now the best time to promote high quality products.”

Invista is the main sponsor of The Link and the team involved in advertising and communication will be called upon to create a marketing campaign that has the advantages of choosing and using their products as the central theme.

By Jonathan Fulwell