Already used successfully in intimate apparel, swimwear, and legwear, LYCRA® BEAUTY brand fabrics are now moving into denim. According to Ivy Shen, INVISTA’s North Asia commercial director for ready-to-wear, the technology employed under the LYCRA® BEAUTY brand platform makes it possible to quantify and predict a fabric’s ability to comfortably shape the body.
A recent INVISTA study conducted by Strategic Insights showed that more than 80% of women across the U.S., U.K., France, Germany, and Italy, were interested in purchasing denim garments that could shape or enhance their body, and that they wanted the denim fabric itself to do the shaping rather than wearing a shaping undergarment with their jeans.
To help address these needs, INVISTA employed a scientific process and body scanning technology to determine the ability of a fabric to provide comfortable shaping. Based on months of testing, INVISTA developed fabric quality standards. Garments made with fabrics that pass these standards are eligible to carry the LYCRA® BEAUTY logo or hang-tag.
“By sourcing fabrics that meet LYCRA® BEAUTY brand quality standards, brands and retailers can have the tools to develop garments that provide comfortable shaping, resulting in a high degree of consumer satisfaction,” Ivy says.
To see the latest LYCRA® BEAUTY brand fabrics, crafted by a variety of mills from around the globe, visit the INVISTA stand at the Kingpins Show on March 24 & 25.
The Kingpins Show is an invitation-only, boutique denim sourcing show featuring a highly-edited selection of vendors that include denim and sportswear fabric mills from the U.S., Japan, China, India, Italy, Turkey, Egypt, Pakistan, Thailand, Spain and Mexico, wash houses, full package manufacturers, trim providers and business solutions. Kingpins, which launched in 2004, produces biannual shows in New York, Hong Kong, and Amsterdam.