RUBYMOON x SPORTIV’ @ Mode City Lyon – An Insight

As you are probably well aware of, if you follow us on Twitter, Instagram or Facebook, we have been preparing tirelessly for Mode City Lyon for weeks (and weeks, and weeks!) now.  Mode City is one of the biggest lingerie and swimwear trade shows in the world, and is taking place this week between Friday and Sunday at the Eurexpo exhibition centre in Lyon, France.

 

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This year is set to be a particularly exciting one, too.  Not only is it the first year that RubyMoon will be exhibiting, but also the first year that the show will include a women’s active wear event – this has been called ‘ Sportiv’ ’.  Sportiv’ will include both a conference program and a concept store, which brings together a selection of cutting-edge and inspiring active wear brands in a space dedicated to taking a 100% feminine look at sports.  The store has been set up to showcase a selection of the best that the fitness wear sector has to offer in terms of clothing that combine chic, eye-catching aesthetics with high-performing technical qualities.  And, as you will also know if you follow us on social media, we have recently released some very exciting news – RubyMoon is one of the exclusively selected brands that is going to be featured within the Sportiv’ concept store!

 

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The store has been introduced as a way to help meet the growing demand for women’s active wear, that has come as a result of an increased interest among women in sports and exercise.  In France particularly (a country which boasts the second largest market for women’s active wear in Europe), the popularity of ‘wellbeing sports’ has soared, and there are now 8.5 million runners and a 32% rise in the past two years in women runners in France alone.  Interestingly, a survey conducted by the FIFAS in September 2015 also reveals that 29% of French women runners are motivated by aesthetics (their physical appearance), and 46% are also eager for advice on active wear and wellbeing sports, especially from stores’ salespeople.

 

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This is important because it presents a new challenge to existing sportswear brands; they must begin to be fashion, as well as sports-led.  The Sportiv’ event will also include in-depth conferences featuring presentations by and discussions between activewear sector experts, to help brands to understand how to best cater for women in the wake of this new social trend.  RubyMoon is proud to be a brand that is also led by not just by elegant aesthetics and high performance functionality, but by beautifully human ethics, too. The profits from our gorgeous, high-quality swim and active wear are all invested to provide loans to female entrepreneurs in developing countries such as Bangladesh, Pakistan, Zimbabwe and Ecuador. The loans provide these women with a means to develop their own businesses, increase their income, and consequently improve aspects such as them and their families’ health, nutrition, education etc., gradually and sustainably lifting them out of poverty.

 

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Obviously we are a little biased, but we do think this makes us truly unique… And, we’re even kind to the environment too, as we use ECONYL® regenerated yarn in the fabric we make our garments with. ECONYL® is a special type of nylon that is made from fishing nets that would otherwise pollute the sea bed and its ecosystems. Plus, combined with LYCRA® XTRA LIFE™, it makes for a really durable fabric, producing long-lasting, high quality and eco-conscious swim and sportswear! We can’t wait to spread the RubyMoon love as part of Sportiv’ as well as at our own F70 stand within the main exhibition. See you there!

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