Lycra showed the XtraLife LYCRA fiber this year at Mercedes-Benz Fashion Week Swim 2013, featuring their global "Unstoppable" campaign for Swim Week. Unlike their predecessors, this specialty fiber is tailored specifically to swimwear. The beauty of this new fiber gives swimsuits the ability to stand up against all elements - corrosion, wear-and-tear, chlorine, salt water and other harsh chemicals. Available in a wide range of "flavors" easily customizable to any design, it's apparent that XTra Life is the fiber to use for swimwear longevity.
The idea of the Unstoppable campaign symbolizes the harshness of the swimwear environment. "The swimwear environment is challenging for fabrics and garments, and there's a lot of science that goes into fabrics that perform well. What we've done with these extreme themes in the Unstoppable campaign is to personify the harsh swimwear environment and show the consumer that if you have the right swimsuit with the right fiber in it, you don't have to worry that your swimsuit won't perform, and the suit you've fallen in love with serve you well," explains Ninabeth Sowell, Global Marketing Director for Intimate Apparel and Swimwear.
Featured in the runway show were a mix of roughly 32 designers such as Red Carter, Rod Beattie, Banana Moon and Lise Charmel. All designers agreed that XTra Life is the only fiber they trust when designing their swimwear lines, and one of the top features from this show was the virtually impeccable styling. With giant leaf hats and bright, chunky jewelry, fur coats and and tribal accents, the already beautiful designs were highlighted to the max.