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Lenzing Makes Premiere Vision İstanbul “Feels So Right” with TENCEL™ Launch
Lenzing Turkey celebrated the introduction of TENCEL™ brand during PV İstanbul, which was held on 7-9 March. During the three-day fair, in addition to introducing the TENCEL™ brand through specially curated showcase at the booth, Lenzing also shared the new brand strategy that focused on the emotional and more humanistic B2Me direction, as well as brand-new marketing materials.
Media friends, customers and designers joined the TENCEL™ launch celebrations on that day. Not only the press conference, Lenzing’s value chain partners took part at the special TENCEL™ Happy Hour celebration they toasted for a bright future of TENCEL™, key milestone of Lenzing.
During PV Istanbul tradefair, Lenzing also sponsored a Texture & Colors design workshop led by fashion designer Hatice Gökçe in collaboration with İstanbul Modern Art Museum and Premiere Vision. Two famous fashion bloggers took part at the workshop, which was also attended by students from fashion schools and Lenzing customers. Workshop participants enjoyed the unique experience, which featured designing their style boards with collage technique. Materials used in the style board design features woven and knit fabrics containing TENCEL™ Lyocell and TENCEL™ Modal fibers from several reputable Turkish fabric mills.
