A model at the Lycra event in a look by Natori. Photo by Alexander Erb.
Every season at Bryant Park there is one place in the tents where fashionistas can go between shows to get away from the hectic pace of fashion week, even if only for a few minutes. This February, during ‘Mercedes Benz Fashion Week’ in New York, the Lycra Brand Bra-sserie served as that little oasis where the fashion flock could get away from it all and grab a cappuccino and croissant. The French themed Cafè derived its name from that mainstay of the intimate apparel industry, the bra, which celebrated its hundredth anniversary in 2007. The Lycra fiber brand showcased its integral role in the development of intimate apparel in this, its fifth season as a sponsor at fashion week.
Since intimate apparel is literally the foundation of fashion, it seems like a natural subject for a Bryant Park showcase, but in reality this was actually the first time that it has been featured under the tents. In addition to the Bra-sserie Cafè, which featured displays of contemporary lingerie by companies such as La Perla and Victoria’s Secet, there was also a “Foundation of Fashion” exhibit, located in the lobby area, which highlighted important trends in the intimate apparel industry.
During Fashion Week, Invista, the parent company of the Lycra brand, launched a new global marketing campaign for the Lycra fiber entitled “Some Cothes Love You Back.” The campaign seeks to emphasize the ways in which Lyrca makes clothing fit better and feel more comfortable. According to Invista’s Linda Kearns, the focus of the new campaign is not just about the ways in which Lycra makes clothes hug the body, but also the ways that Lycra garments move with the body. We take Lycra for granted in lingerie and hosiery, and more recently in jeans and sweaters, but in fact, the fiber only dates back to 1959.
On Wednesday night during Fashion Week, the Lycra brand hosted a press event, which took place in the Bra-sserie and the lobby area of the tent. The evening began with a book signing by Cheree Berry, author of Hurrah for the Bra, a pop-up book highlighting the history of the bra. The guests enjoyed champagne, hors-oeuvres, and informal modeling of intimate apparel by brands such as Natori and La Perla. As the models strolled through the lobby in their designer lingerie, it seemed that almost every man in attendance had a camera at the ready to snap souvenir photos.
Bruce Rowley flanked by two models. Photo by Alexander Erb
The event concluded with remarks by Bruce Rowley, Invista Global Brand Communications Director. Guests received a deluxe gift bag emblazoned with the “Some Clothes Love You Back” slogan. Inside were products by Spanx, Flexees, Boots, Le Mystere, Wacoal, Natori, Chantelle, and others.
- Rhonda Erb