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A STRONGER FIBER: After years of working under the shadow of other big brand names, Dow XLA is stepping out on its own with its first solely branded advertising campaign. The ads will feature looks from consumer partners such as Citizens of Humanity and Calvin Klein — but the provocative images are intended to highlight the Dow XLA stretch fiber brand’s position in the fashion world. “We feel that the Dow XLA brand has reached a new level and gained acceptance among powerful, industry-leading brands as the premium fiber of choice,” said Holly Watson, global brand communications manager for Dow Fiber Solutions. The campaign will involve print, TV and the Web. Watson declined to provide the cost of the campaign, which was shot by fashion photographer Henrik Halvarsson in New York and will run in the U.S., Europe, South America and Asia. — Amy Wicks