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SPONSOR WATCH: THE LYCRA® BRAND BRA-SSERIE DURING NY FASHION WEEK




Text, Vivian G. Kelly
Images of Bra-sserie, courtesy of LaForce & Stevens Public Relations
Image of Hoorah for the Bra, from www.mediastudlife.com


QUESTION: SO, WHAT’S A “BRA-SSERIE”?

ANSWER: A great spot organized by LYCRA® in the Tents to relax or network over a coffee, espresso, cappuccino, croissants and French macaroons. LYCRA® is one of the sponsors of Mercedes Benz Fashion Week New York, and for the Miami Swim shows in July. Every fashion week, they’re one of our regular pit stops, no matter what their theme is that season. We only hope they’ll have the Bra-sserie again next season!
We met up with Dianne W. Lober, Invista Inc.’s Marketing and Communication Manager at one of the little café tables over a cup of cappuccino and got filled-in on 3 of Lycra’s latest innovations.
Invista is LYCRA®’s parent company.

LYRA: What is BLACK LYCRA FIBER?

Dianne: It provides black in its purest sense. The fiber is actually black. We’ve partnered with La Perla to create a beautiful high-end bra.

LYRA: Innovation #2 is “LYCRA® Fresh Effects”. What’s that?

Dianne: It’s a fresh scent that we’ve put into panties and camisoles & lasts up to 25 washings. It will launch at Kohl’s in May in the Vanity Fair intimates line.

LYRA: Innovation #3 is “LYCRA® Spa Effects”. Is there lavender in it?

Dianne: This is a micro encapsulation benefit that releases throughout the day as you move, as the LYCRA® stretches. It comes in scents including lavender and Aloe Vera.

LYRA: We loved the way “Hoorah for the Bra” looks! You hosted a book signing this week here for it at the Bra-sserie.

Dianne: Yes, Author, Cheree Berry was here signing her book, “HOORAH FOR THE BRA” which talks about the origins of the bra and is a fun book filled with popup and images. Partnering on the book was part of our celebration of the bra’s 100-year anniversary. There’s already been a write-up in the October 2007 issue of Vogue.

For more information on Invista, visit
www.INVISTA.com
To purchase a copy of Cheree Berry’s book, visit
www.amazon.com