Miami Swim Cruise 13: Xtra Life Lycra Brand
Xtra Life Lycra Brand debuted its new “Unstoppable” global marketing campaign with a fashion show featuring some of swim’s top designers during Mercedes-Benz Fashion Week Swim. The show, which was held on July 21 at The Raleigh hotel, featured brands that use the Xtra Life Lycra fiber. “We’re very excited because we’ve conducted global research, and we’ve taken that research to really reach a new understanding of the fashion swim consumer,” said Ninabeth Sowell, global marketing director, intimate apparel and swimwear, for Invista. “We have new consumer insights, new technical understanding, and a new campaign and message to go with it,” she added.
Known for its fit, recovery and strength, the Xtra Life Lycra fiber provides resistance to damaging environmental conditions such as sunscreen and chlorine. The show illustrated the idea with three environmental themes—Lily Pad, Desert and Winter Wonderland—which are featured in the campaign. Brands on the runway included Agua de Coco, Maaji, Bleu Rod Beattie, Shan, Andres Sarda, Badgley Mischka, La Perla, Lise Charmel, Banana Moon, Sauvage, Salinas, Blueman, Cia.Marítima, Red Carter, Empreinte, Gottex, Jantzen, Karla Colletto, Miraclesuit and Tommy Bahama.
—N. Jayne Seward
