LYCRA® XTRA LIFE™ AND HAMMOCK OPEN MIAMI SWIM WEEK
By: Hope Wilkos, Writer
Sun, surf, sand and swimsuits. How could you ask for anything more during this steamy hot summer? It is time to head down to South Beach and soak in the sun while you admire the steamy new swimsuit trends of Miami Swim Week, taking place from July 15th through July 21, 2015.
One of the highlights of the week will surely be the opening event which is co-hosted by LYCRA® XTRA LIFE™ will kick-off the weekend events at the W South Beach Hotel & Residence WET pool lounge with a fashion show and runway contest, featuring the first-ever LYCRA® Design Challenge. To begin the evening, LYCRA® XTRA LIFE™ will debut their latest commercial – LYCRA® MOVES YOU™ – followed by a fashion show that will feature a variety of swimwear collections, some of which feature the long-lasting fit of LYCRA® XTRA LIFE™ fiber.
Once the fashion show concludes, attendees are in for a real treat as they are introduced to the LYCRA® Challenge with a never-before-seen video reveal from LYCRA® Mover and professional surfer, Anastasia Ashley. The video will feature a glimpse into Anastasia’s journey with LYCRA® XTRA LIFE™, beginning in her hometown, San Clemente, California, following her to Staniel Cay, Bahamas and ending in Newark, Delaware at the INVISTA Applied Research Centre (ARC) facility.
The Design Challenge, which follows the video, will feature 16 designers, tasked with creating a one-of-a-kind swimsuit from 10 yards of red fabric containing LYCRA® XTRA LIFE™ fiber. Each designer will send one look down the runway with fabric provided by leading mills Carvico, Jersey Lomellina, Eurojersey, Derun and Dejun. Competing brands include Beauty and the Beach, Demerarar USA, Driftwood, Frankie’s Bikinis, Honey Bee Swim, indieSWIM, Issa de Mar, KORU, Leahray, Montce Swim, Robb & Lulu, Rove Swimwear, Shore, Solkissed Swimwear, SUMARIE, Verónika Pagán and Well Kept.
Western Wild Blogger Kaitlynn Carter, Director of Bikini.com Shannon Follansbee, and Senior Editor of Ocean Drive Julia Ford-Carther, will judge each look based on originality, creativity and fit. The top three winners – to be announced later in the evening – will receive the following prizes:
· First prize – Photo shoot and ad in Ocean Drive magazine featuring winning design
· Second prize – A two-night stay at the W South Beach Hotel & Residence for two guests
· Third Prize – $500 value gift certificate
“We are excited to continue our partnership with Hammock and Miami Swim Week this season,” says Diana Vargas, North America Marketing Director of Apparel at INVISTA. “We are thrilled to work with Anastasia Ashley and the participating designers in the LYCRA® Design Challenge. Our brands understand the importance of long-lasting swimwear, and we look forward to seeing what they’ll send down the runway!”
The event will also be included in LYCRA®’s newly developed mobile app, LYCRA® CONNECT, created to streamline Swim Week events. App users are provided with a comprehensive update for the schedule of events including registration, locations of venues and social media updates, as well as every move of the LYCRA® brand while in Miami.
LYCRA® XTRA LIFE™ fiber is used by top designers around the globe. The branded fiber offers resilience to withstand environmental effects that cause fit loss and fiber breakage, providing swimwear with a beautiful, long lasting fit. Come sport, swim or sun, LYCRA® XTRA LIFE™ fiber offers a long-lasting fit and stands the test of time against degradation from chlorine, sunscreen and oxidation.
Get all the latest updates on the Hammock events by visiting their website, www.hammockshow.com and learn even more about LYCRA® fiber brand by visiting www.connect.LYCRA.com and www.LYCRA.com.
Join the conversation with @LYCRABrand and @AnastasiaAshley.
#LYCRAMovesSwim
