Invista, owner of the Lycra brand portfolio of spandex fibres, has announced the launch of its global consumer marketing campaign Lycra Insiders, developed with Refinery29, a leading digital media and entertainment company for young women.

The Lycra Insiders programme and its tagline, It’s what’s inside that matters most, advises consumers to look for advanced Lycra fibre technologies inside their clothes if they want to experience lasting comfort, fit and performance. The monthlong campaign leverages key social media influencers on Refinery29 to promote the benefits of jeans made with Lycra dualFX technology and activewear powered by Lycra Sport technology.

Custom videos and editorial content will be presented by fashion influencers promoting participating brands’ apparel across Refinery29 and Lycra brand digital channels, as well as influencer-owned social media channels. Refinery29 homepage takeovers, banner ads, dedicated emails and e-newsletters will also promote key brands. All programme content links to a curated shop where consumers can immediately purchase their favourite apparel. In addition, brands that are sold in the UK and Germany will be promoted across digital channels in those markets.

Lycra dualFX in denim

The first phase of the programme focuses on the unique and lasting benefits that even a small percentage of Lycra dualFX technology can add to denim. This innovation combines two different Lycra brand fibres to create one resilient yarn that creates jeans that keep their shape all day, every day, while delivering exceptional comfort and fit, the company reports.

Denim brands promoting their use of Lycra dualFX technology on R29 include Frame, 7 For All Mankind, Joe’s Jeans, and NYDJ and others. In the UK specifically, participating brands include Superdry and Next and across Europe the participating brands will be Guess, Mango and C&A.

“This campaign lets millennial women know that just as it’s what’s inside them that matters most—the same can be said about their jeans,” said Helen Latham, Marketing Accounts Manager, Denim and Wovens, UK. “Many of the most common frustrations women have about comfort, fit and shape retention are solved when the jeans have Lycra dualFX technology inside.”

Activewear with Lycra Sport

The second phase of the global co-branded campaign launching in October, promotes activewear brands that have adopted Lycra Sport technology for their collections. Participating brands include Calia by Carrie Underwood and prAna.

“Market research has shown that consumers are often frustrated by underperforming and uncomfortable activewear,” said Helen Latham, Marketing Accounts Manager, Denim and Wovens, UK “Comfort and performance matter most, so our influencers will demonstrate how leggings made with Lycra Sport technology have it all.”

Invista chose to develop this marketing programme with Refinery29, a powerful media platform that excels in direct-to-consumer communication. According to Refinery29 Intelligence proprietary research, one in two audience members trusts a brand that is featured on Refinery29, and more than 50% have purchased an item as a result of seeing it on the site.

www.invista.com