The Lycra Company stepped further into the spotlight with a refreshed brand identity and one of its most anticipated innovations - the first bio-derived elastane at commercial scale, at this month’s MarediModa in Cannes.

Show highlights included the fully reimagined, sustainability-focused Lycra Brand Lounge and a new immersive space, the LycraEcoMade fibre Experience Area, where visitors could virtually explore all the benefits of the bio-derived Lycra EcoMade fibre. The opening day featured a keynote presentation, a press conference, and a must-see show produced in partnership with long-standing collaborators Carvico and Jersey Lomellina.

As the official partner of MarediModa, The Lycra Company, a global leader in fibre and technology solutions for swimwear, beachwear, and athleisure, returned to Cannes with a new brand identity centred around the concept, ‘We’re All In’, which was prominently displayed across the exhibition, including at the Lycra Brand Lounge.

This space dedicated to Lycra brand innovations was transformed this year with a larger and more dynamic layout, a huge LED wall, and a strong focus on sustainability. The lounge featured videos and information on bio-derived Lycra EcoMade fibre, a sustainable spandex made from 70% renewable corn, set to debut in the market in the first half of 2025.

On the show’s first day, The Lycra Company’s Alistair Williamson gave a speech in the MarediModa conference area. ‘Bio-Derived Lycra Fiber: We Are In, Are You?’ explores the benefits of this innovative fibre, which helps reduce the carbon footprint of clothing while delivering comparable performance to the original elastane.

Nicolas Banyols, Chief Commercial Officer of The Lycra Company, and Alistair Williamson, Vice President of EMEA and South Asia, held a Q&A session with the press on bio-derived Lycra EcoMade fibre and the company’s sustainability strategy. Following this session, a press conference was be held in the Lycra Brand Lounge.

To further showcase the value of the new bio-derived fibre, The Lycra Company created the LycraEcoMade Experience Area, offering an immersive virtual reality journey to explore how corn from Iowa, USA, is transformed into bio-derived Lycra EcoMade fibre.

The Lycra Company’s longstanding partners, Carvico and Jersey Lomellina, added to the sustainability narrative by launching their first high-performance fabrics featuring bio-derived Lycra EcoMade fibre. Vita Life by Carvico and Renew Cosmos by Jersey Lomellina took centre stage in a show produced in collaboration with The Lycra Company.

The show’s concept, Pioneers by Nature, honoured the three companies’ commitment to innovation and set the stage for a visually impactful performance. Inspired by nature and Italian style, with a nod to the 1960s Italian Riviera, the show featured dancers and light effects symbolising a cycle of transformation and renewal: a metaphor for a more sustainable future in fashion and textiles.

Attendees, including industry professionals, visitors, and journalists, were invited to the Lycra Brand Lounge on opening night to see the show and join Carvico, Jersey Lomellina and The Lycra Company for the cocktail reception that followed.

www.lycra.com