Brazil is in fashion and Rhodia shows the world its Brazilian soul with Amni and Emana
News release
--- The company concludes another US$ 10 million investment stage in the production of special polyamide yarns
--- The company’s space at the Fashion Brazil Show emphasizes Brazilian fashion’s culture, creativity, and style, which the world is taking more notice of
São Paulo, June 03, 2012 – Rhodia, a member of the Solvay group, engaged in the effort to add value to the Brazilian textile sector, is taking part in the Fashion Brazil Show (June 3 to 5, in São Paulo), introducing its entire portfolio of innovations in polyamide 6.6 textile fibers and yarns, marketed under the brands Amni and Emana.
“This is the moment to encourage a certain view of Brazil and dive deep with it into global trends, influencing Brazilian fashion as a whole, which has been grabbing more and more international attention. Brazil is in fashion in many areas and the textile / fashion sector in the country is competent and knowledgeable enough to help expand its business, both on the domestic and international markets,” says Elizabeth Haidar, marketing manager at the Global Business Unit (GBU) Rhodia Fibras.
Investing for Brazilian fashion to go out into the world – With the installation of the latest equipment, Rhodia has not stopped investing, as it has always believed in the strength of the Brazilian textile industry. Machinery recently bought in an investment of around US$10 million produce yarn of very high quality that exceed the challenges set in terms of lightness, fineness, and texture, offering functionality and solutions on the market that dress the Brazilian soul around the world.
Innovation is the key to growth – One of the examples of Rhodia’s success is the smart yarn Emana, the latest innovation developed fully in Brazil and which is already part of the collections made by direct and indirect clients of the company’s in Brazil and which has been growing significantly on the global market since its introduction at the ITMA show in September 2011, in Barcelona. A family of products based on Emana technology supplies various applications in apparel.
The first smart polyamide textile yarn certified by Brazil’s health regulatory, ANVISA, Emana is an innovative product that activate the microcirculation in the area of the body in contact with the clothes, promoting better elasticity of the skin, which helps rejuvenate the skin, combating the signs of cellulite, reducing the formation of lactic acid, and delaying muscle fatigue. As a result of these unique features, the product has been used in the production of textiles in the lingerie and underwear segments, and the casual fashion and sporting segments.
New scientific studies being carried out in universities and research centers have proven other benefits of Emana, adds Elizabeth Haidar, who recalls that the company is a pioneer in the creation and development of smart polyamide fibers and yarns.
In the field of textile innovations, Rhodia is also outstanding in the various developments it has produced with approved clients for new applications of Amni polyamide fibers, microfibers and super-microfibers, used in making fabric for the fashion, lingerie and underwear, sporting, hosiery and uniform segments. “We have a highly sustainable industrial process. Polyamide is a skin-friendly fiber, because it is comfortable, soft, versatile, easy to care for, and perfect for the Brazilian climate,” says Haidar.
Creativity and Brazilian-ness – In addition to its textile innovations, Rhodia Fibras is using the Fashion Brazil Show 2012 to show its engagement in adding value to the sector as a former of a national fashion identity, which reflects the interests and desires of consumers, the creative vision of the designers, and the need for growth in the production chain.
The company’s lounge at the event conveys this concept of Brazilian-ness in the materials used, in the furniture, in the panels, and in the displays. Above all, in the stylized look – in the real textile sculptures created by Márcia Paiva, the leading designer / producer of the moment, who uses her creativity to transmit the ideas of this new way of doing fashion in her installations.
“In our space at the Show, we have created an environment that represents the Brazilian soul which has attracted so much interest outside the country. The Brazilian textile industry knows better than anyone how to portray it through its creations, making it visible and desired. Brazil is in fashion,” says Elizabeth Haidar.
Haidar says that fashion now is in transition, and each individual can develop their own style, wearing the clothes they feel best and most beautiful in. “In this regard, Rhodia’s polyamide, worked on by the competent Brazilian textile industry, offers advantages in its ability to produce clothes that serves this realty, offering comfort, well-being and style,” she concludes.
Customized shirt - Rhodia, along with its clients that have spaces at the Show, has a special gift for visitors: a shirt made from Amni, with a slogan about Brazil. The shirt can be customized at the Rhodia lounge, with materials and accessories offered by the company, after the visitor has been inspired at the clients’ stands.
About Rhodia
Rhodia, a member of the Solvay Group, is an international specialty chemicals company resolutely committed to sustainable development. As a leader in its businesses, the Group aims to improve its customers' performance through the pursuit of operational excellence and its ability to innovate. Structured around 11 Global Business Units (GBUs), Rhodia is the partner of major players in the automotive, electronics, flavors and fragrances, health, personal and home care markets, consumer goods and industrial markets. Rhodia employs 14,250 people worldwide and generated sales of € 6.17 billion in 2011.
For further information, go to www.rhodia.com
About Solvay
SOLVAY is an international chemical group committed to sustainable development with a clear focus on innovation and operational excellence. Its recent acquisition of specialty chemicals company Rhodia created a much larger player, which is realizing over 90% of its sales in markets where it is among the top three global leaders. Solvay offers a broad range of products that contribute to improving the quality of life and the performance of its customers in markets such as consumer goods, construction, automotive, energy, water and environment, and electronics. The Group is headquartered in Brussels, employs about 29,000 people in 55 countries and generated EUR 12,7 billion in sales (pro forma) in 2011. Solvay SA (SOLB.BE) is listed on NYSE Euronext in Brussels and Paris (Bloomberg: SOLB.BB Reuters: SOLBt.BR).
Press information:
Roberto Custódio - Tel. (55 11) 3284 5164 - roberto@pexpress.com.br
Marcela de Paula – Tel. (55 11) 3284 4322 - marcela@pexpress.com.br
--- The company’s space at the Fashion Brazil Show emphasizes Brazilian fashion’s culture, creativity, and style, which the world is taking more notice of
São Paulo, June 03, 2012 – Rhodia, a member of the Solvay group, engaged in the effort to add value to the Brazilian textile sector, is taking part in the Fashion Brazil Show (June 3 to 5, in São Paulo), introducing its entire portfolio of innovations in polyamide 6.6 textile fibers and yarns, marketed under the brands Amni and Emana.
“This is the moment to encourage a certain view of Brazil and dive deep with it into global trends, influencing Brazilian fashion as a whole, which has been grabbing more and more international attention. Brazil is in fashion in many areas and the textile / fashion sector in the country is competent and knowledgeable enough to help expand its business, both on the domestic and international markets,” says Elizabeth Haidar, marketing manager at the Global Business Unit (GBU) Rhodia Fibras.
Investing for Brazilian fashion to go out into the world – With the installation of the latest equipment, Rhodia has not stopped investing, as it has always believed in the strength of the Brazilian textile industry. Machinery recently bought in an investment of around US$10 million produce yarn of very high quality that exceed the challenges set in terms of lightness, fineness, and texture, offering functionality and solutions on the market that dress the Brazilian soul around the world.
Innovation is the key to growth – One of the examples of Rhodia’s success is the smart yarn Emana, the latest innovation developed fully in Brazil and which is already part of the collections made by direct and indirect clients of the company’s in Brazil and which has been growing significantly on the global market since its introduction at the ITMA show in September 2011, in Barcelona. A family of products based on Emana technology supplies various applications in apparel.
The first smart polyamide textile yarn certified by Brazil’s health regulatory, ANVISA, Emana is an innovative product that activate the microcirculation in the area of the body in contact with the clothes, promoting better elasticity of the skin, which helps rejuvenate the skin, combating the signs of cellulite, reducing the formation of lactic acid, and delaying muscle fatigue. As a result of these unique features, the product has been used in the production of textiles in the lingerie and underwear segments, and the casual fashion and sporting segments.
New scientific studies being carried out in universities and research centers have proven other benefits of Emana, adds Elizabeth Haidar, who recalls that the company is a pioneer in the creation and development of smart polyamide fibers and yarns.
In the field of textile innovations, Rhodia is also outstanding in the various developments it has produced with approved clients for new applications of Amni polyamide fibers, microfibers and super-microfibers, used in making fabric for the fashion, lingerie and underwear, sporting, hosiery and uniform segments. “We have a highly sustainable industrial process. Polyamide is a skin-friendly fiber, because it is comfortable, soft, versatile, easy to care for, and perfect for the Brazilian climate,” says Haidar.
Creativity and Brazilian-ness – In addition to its textile innovations, Rhodia Fibras is using the Fashion Brazil Show 2012 to show its engagement in adding value to the sector as a former of a national fashion identity, which reflects the interests and desires of consumers, the creative vision of the designers, and the need for growth in the production chain.
The company’s lounge at the event conveys this concept of Brazilian-ness in the materials used, in the furniture, in the panels, and in the displays. Above all, in the stylized look – in the real textile sculptures created by Márcia Paiva, the leading designer / producer of the moment, who uses her creativity to transmit the ideas of this new way of doing fashion in her installations.
“In our space at the Show, we have created an environment that represents the Brazilian soul which has attracted so much interest outside the country. The Brazilian textile industry knows better than anyone how to portray it through its creations, making it visible and desired. Brazil is in fashion,” says Elizabeth Haidar.
Haidar says that fashion now is in transition, and each individual can develop their own style, wearing the clothes they feel best and most beautiful in. “In this regard, Rhodia’s polyamide, worked on by the competent Brazilian textile industry, offers advantages in its ability to produce clothes that serves this realty, offering comfort, well-being and style,” she concludes.
Customized shirt - Rhodia, along with its clients that have spaces at the Show, has a special gift for visitors: a shirt made from Amni, with a slogan about Brazil. The shirt can be customized at the Rhodia lounge, with materials and accessories offered by the company, after the visitor has been inspired at the clients’ stands.
About Rhodia
Rhodia, a member of the Solvay Group, is an international specialty chemicals company resolutely committed to sustainable development. As a leader in its businesses, the Group aims to improve its customers' performance through the pursuit of operational excellence and its ability to innovate. Structured around 11 Global Business Units (GBUs), Rhodia is the partner of major players in the automotive, electronics, flavors and fragrances, health, personal and home care markets, consumer goods and industrial markets. Rhodia employs 14,250 people worldwide and generated sales of € 6.17 billion in 2011.
For further information, go to www.rhodia.com
About Solvay
SOLVAY is an international chemical group committed to sustainable development with a clear focus on innovation and operational excellence. Its recent acquisition of specialty chemicals company Rhodia created a much larger player, which is realizing over 90% of its sales in markets where it is among the top three global leaders. Solvay offers a broad range of products that contribute to improving the quality of life and the performance of its customers in markets such as consumer goods, construction, automotive, energy, water and environment, and electronics. The Group is headquartered in Brussels, employs about 29,000 people in 55 countries and generated EUR 12,7 billion in sales (pro forma) in 2011. Solvay SA (SOLB.BE) is listed on NYSE Euronext in Brussels and Paris (Bloomberg: SOLB.BB Reuters: SOLBt.BR).
Press information:
Roberto Custódio - Tel. (55 11) 3284 5164 - roberto@pexpress.com.br
Marcela de Paula – Tel. (55 11) 3284 4322 - marcela@pexpress.com.br