The LYCRA company was once again the official partner of the leading showcase for beachwear, swimwear and athleisure

MarediModa remains the preeminent event in Europe for the premium beachwear and athleisure markets, offering a comprehensive overview of the latest trends and innovations. The recently concluded exhibition in Cannes once again demonstrated the value of high-quality networking and business opportunities, attracting buyers and brands seeking innovation, creativity, and production excellence.

In this context, The LYCRA Company, a long-standing official partner of the fair, emerged as a prominent entity, unveiling its new brand image in a European debut, and selecting the event to launch its new bio-derived LYCRA® EcoMade fiber. This sustainable and innovative solution is composed of 70% renewable resources, including corn. The fiber represents a significant advancement in the industry, offering the same high-quality performance as traditional elastane while reducing the environmental impact.

Additionally, the LYCRA® Brand Lounge underwent a revitalization, expansion, and reimagining, with a particular emphasis on sustainability in alignment with the event's objectives. A substantial LED display illuminated the exhibition, showcasing The LYCRA Company's latest "WE'RE All IN" initiative and emphasizing the development process behind the novel bio-derived fiber.

The new fiber was also a central focus of a presentation by Alistair Williamson, Vice President of the EMEA and South Asia regions at The LYCRA Company, during a panel discussion at MarediModa. A subsequent press conference, held in the Lounge, featured Williamson, along with Gary Smith, CEO of The LYCRA Company, and Nicolas Banyols, Chief Commercial Officer. The focus of the conference was the LYCRA® EcoMade bio-derived fiber and the company's sustainability strategy.

The LYCRA® EcoMade Experience Area, a dedicated virtual reality space situated near the Lounge, offered an immersive journey through virtual reality headsets, enabling visitors to gain insight into the process of transforming Iowa corn into the LYCRA® EcoMade bio-derived fiber.

The joint event held by Carvico and Jersey Lomellina in collaboration with The LYCRA Company was met with considerable enthusiasm.

One of the most noteworthy aspects of the event was the traditional showcase presented by Carvico and Jersey Lomellina, which was held for the first time in the LYCRA® Brand Lounge on the opening day of the fair. The presentation was met with great interest and marked the debut of the inaugural collections, VITA LIFE by Carvico and RENEW COSMOS by Jersey Lomellina, crafted with the recently introduced LYCRA® EcoMade bio-derived fiber.

The concept of "Pioneers by Nature" was selected to exemplify the three companies' dedication to innovation, and it also served as the title of the visually impressive and emotionally resonant production. The performance combined dance and light displays to evoke a cycle of transformation and renewal, symbolizing a more sustainable future for fashion and textiles.

Alistair Williamson, Vice President of the EMEA and South Asia regions at The LYCRA Company, views the event as a valuable opportunity to connect with clients. The event also served as an ideal setting for the debut of our revamped brand image and the introduction of the bio-derived LYCRA® EcoMade fiber. Visitors were afforded the opportunity to experience this innovation in a tangible manner through an immersive virtual reality exhibition, created with the specific intention of being showcased at the fair. Furthermore, we are gratified to announce the continuation of our long-standing collaboration with Carvico and Jersey Lomellina, who presented the inaugural fabrics crafted with the novel LYCRA® fiber in an impressive display. "This project serves to illustrate our collective dedication to the advancement of a more sustainable future for the textile industry."