Denim and cotton are passé and lycra is the fabric of the future, fashion experts say, pointing to its next-generation look and feel.
"It provides a better fit to accommodate more diverse body types, giving the wearer a flattering and alluring shape," said Marco Lucietti of Invista, one of the world's largest integrated fibres company.
"The fabric's properties make it commercially viable and consumer friendly," added Lucietti who was in the capital to promote lycra.
"Besides, it looks and feels like authentic denim," he pointed out
Andrew Evans, Invista's sales director for south Asia said: "The campaign is built on our unique understanding of how women are shaped, how they move and how they want their clothing to look and feel."
A presentation by leading designers and garment brands like Pepe Jeans, Park Avenue, Lee Cooper, Adidas, Reebok and Westwood was also organised Friday to promote the fabric.
Leading fashion designers like Jatin Kochar, Gunjan Arora and Rahul Jain, Arshiya, Neetu Gupta and Raj Shroff unleashed the magic of lycra on the ramp through a vibrant and colourful presentation.