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31-October-2017

The LYRA brand appreciates that every woman is different, has a sense of what she feels comfortable in, but doesn’t want to compromise on looking and feeling good, whether that’s lounging by a poolside, kicking it on the beach or going for a swim. LYRA looks to reflect the beliefs and values of women from all walks of life.

The brand has launched its swimwear brand Sofia, Asra, and Raya. LYRA brand has all the elegance of classic Hollywood, Moroccan beach cool and minimalist design. The swimsuits are made from light weight, fast dry, premium quality Italian Carvico fabric with High UV protection and can be bought as a full set, or separates, including a chic turban style head covering, leggings, and long line, long sleeve tops, so you can create the fit and cover you want.

“LYRA began with the ambition to use only the finest Italian swimsuit fabrics in the world. Unlike any other swimwear brands, we oversee each stage of preparing the fabric: knitting, greige preparation, dyeing and finishing, quality control and delivery of finished products: these are the production stages whose pace is determined by an efficient and precise production planning, the heart and soul of LYRA,” the company spokesperson said.

Lyra Unveils new Swimwear brand to promote Fitness

Along with the launch of swimwear brand, they have also introduced a charity campaign to motivate more women to partake in swimming to promote fitness.

LYRA is also a recognized supporter of the #ThisGirlCan campaign; designed a range of swimwear that fits the needs of all women to help increase participation rates in swimming. With the help of the ‘LyraSwims’ campaign the stories of real women who exercise through swimming will be narrated. They come in all shapes and sizes and all levels of ability.

Research by Sport England discovered that 75 per cent of women say they want to be more active, prohibited primarily from “fear of judgement – on appearance, ability or how they chose to spend time on themselves”. These findings were the driving force behind our ‘LYRASwim’ campaign, which aims to inspire women and abolish the unnecessary anxiety and apprehension some feel when it comes to swimming. The ‘LyraSwims’ campaign doesn’t hold back in trying to encourage women to beat these barriers.

Lyra Unveils new Swimwear brand to promote Fitness

“We believe the outward and inward are always connected. That's why we make sure the quality of our clothes is matched by the integrity of the people that created them. We hand stitch many parts of our swimsuits. For example, in all our SOFIA swimsuits, the seam between zip and body is done by hand. Hand stitching is the only way of ensuring the correct tension in the stitches is achieved,” she said.

Since launch they have showcased their designs at London Modest Fashion Week and are looking forward to expanding their range with more design savvy, adaptable active wear for the contemporary women.

- Apparel and Textile News, Apparel Talk, Indian Apparel

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