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Runways and red carpets have always been recognized as trendsetters of consumer fashion. Over the years, people have become more mindful of their eco-footprint and taking note, high-end fashion brands and top-tier designers have also started exploring ways to reduce their impact on the environment and seeking material solutions to green up their value chains. TENCEL™ LUXE, Lenzing’s unique brand of lyocell filament yarn was introduced in response to this, offering premium brands and luxury designers a sustainably produced and biodegradable alternative to one of luxury’s most sought-out fabrics – silk – that provides similar hand feel, sheen and aesthetics. For this reason, TENCEL™ LUXE Lyocell filament yarn continues to be in the spotlight at multiple fashion shows, major fashion weeks, the red carpet and even on stage at the Oscars.
To understand more about the development, growth potential and upcoming initiatives of the TENCEL™ LUXE brand, Vineet Singhal, Vice President Global Business Unit Noble Fibers at Lenzing AG shares more details about the development of the brand, as well as exciting updates on their designer and co-branding collaborations.
Can you tell us more about the TENCEL™ LUXE brand’s journey so far?
Vineet: Since launching the TENCEL™ LUXE brand, the feedback we’ve received from our designers and brand partners has been overwhelmingly positive. Last year, TENCEL™ LUXE achieved a sales growth of 5 times the volume in 2020. We are on track to increase our existing production capacity by 25% in 2022. As the fashion industry continues to source green solutions to reshape their value chains, we intend to become a game changer in the filament-based fashion applications as we see more brands adopting TENCEL™ LUXE as a highly versatile solution that follows the cycle “From Nature to Skin to Nature”. Apart from its sustainability profile, TENCEL™ LUXE Lyocell filament yarn offers additional benefits like moisture management for enhanced breathability and strength on par with oil-based filament.
What are some of the key milestones for TENCEL™ LUXE? Can you share any proud moments?
Vineet: To date, TENCEL™ LUXE filament yarn has repeatedly appeared in collections by renowned designers such as Italian sustainability ambassador Flavia La Rocca, multi-disciplinary artist Osman Yousefzada at London Fashion Week and eco-couture house PEET DULLAERT, which recently celebrated its 10th anniversary during Paris Couture Week. We have also worked with Dutch cult design duo, Viktor & Rolf, who are using TENCEL™ LUXE filament yarn exclusively in their fabric developments for their haute couture and bridal collections. Renowned Indian luxury traditional wear designer JJ Valaya launched his new bridge-to-luxury brand JJV using TENCEL™ LUXE filament yarn, and TANEIRA, another prominent Indian traditional wear brand, launched a co-branded sarees collection with TENCEL™ LUXE. Other brands we have worked closely with include conscious luxury brand Bav Tailor, Vogue UK’s “One to Watch” Anciela, Deepika Govind, and Safaa. Through material and technological innovations, along with co-branding partnerships, we are committed to offering solutions for a growing range of applications from Haute Couture to activewear. We are just starting to explore the endless possibilities in the filament area where sustainable change is urgently needed.
What are some of your key strategies for bringing the TENCEL™ LUXE brand to different markets?
Vineet: As we intend to make a significant impact on the fashion industry’s journey towards a green and biodegradable future, we believe the best way to do this is through collaborations with like-minded industry players all around the world. For example, we conducted a workshop in collaboration with Camera Della Moda in Italy earlier this year, where we gathered representatives from the most influential Italian Fashion houses under one roof to discuss solutions for a more responsible value chain. In Asia, we recently collaborated with Hong Kong Fashion Designers Association (HKFDA) to expand awareness about sustainable solutions in the filament space. Similarly, we have collaborated with Textile and Fashion Federation (TaFF) Singapore to support Southeast Asian Fashion brands and designers with high quality sustainable fabric options, and we are also in discussions with Mills Fabrica (FabricaX) in London regarding a similar collaboration. We have established supply chain partners producing beautiful fabrics for various applications in all the key textile markets around the globe. At the same time, we have developed highly valuable brand collaborations in some of the key fashion markets of Europe, the UK, India, Australia, Southeast Asia and North Asia. We are continuously expanding our portfolio of brand collaborations in various segments and markets. In terms of segments, we are expanding into activewear, menswear, intimate wear, denim and bridal wear. We also have plans to enter the US and Middle East markets.
Can you share any exciting TENCEL™ LUXE collaborations which are in the pipeline?
Vineet: We are especially excited to have been a part of British designer Patrick McDowell’s upcoming collection, which merges the worlds of his hometown in Liverpool with Rococo era indulgence. The designer will showcase more than a dozen unisex designs featuring fabrics made of TENCEL™ LUXE Lyocell filament yarn and TENCEL™ branded fibers. We are also excited about Viktor & Rolf bridalwear showcase in New York in October this year. There is a lot to look forward to as we expand our scope to cover activewear, menswear, intimate wear, denim segments in the coming months. Our mission is to offer an urgently needed sustainable and versatile filament solution for the fashion industry – responding to the demand from luxury to activewear and beyond through our pursuit of exceptional quality and deep respect for nature, achieving “From Nature to Skin to Nature” together with our partners from around the world.
Stay tuned for more TENCEL™ LUXE updates via our Instagram page.