COOL, DRY, AND ON CAMERA
Home Shopping Europe and Belinda Gold bring COOLMAX® EcoMade fiber to the small screen
Apr 24, 2026
What happens when performance fiber technology goes primetime? Home Shopping Europe (HSE) and the Belinda Gold womenswear line, known as BE GOLD, are answering that question live, on air, and in front of millions of shoppers.
HSE and BE GOLD have partnered with COOLMAX® brand to show off an exciting new collaboration live on TV. BE GOLD is launching a knitwear set, top and bottoms, with COOLMAX® EcoMade fiber, and bringing the fiber technology to life in an exciting way.
The knit shirt and pants are crafted from a 65% cotton / 35% COOLMAX® EcoMade fiber blend. The fabric does what COOLMAX® fiber does best: actively wicks moisture away from the body to keep the wearer cool, comfortable, and dry throughout the day.
But this partnership goes beyond the product. For the live broadcast, HSE and Belinda Gold are calling out COOLMAX® EcoMade fiber by name, giving shoppers a real-time education on how the technology works and why it matters.
BRINGING COOLMAX® ECOMADE FIBER TO LIFE
To help the TV host explain the science clearly and compellingly, we created an oversized illustration of the COOLMAX® fiber, translating the moisture-wicking process into an instantly understandable visual. It's the kind of creative solution that makes complex fiber technology feel tangible, accessible, and exciting for a live audience watching from home.
The result is storytelling that works on two levels: entertaining enough for TV, and informative enough to genuinely build consumer confidence.
HOW COOLMAX® FIBER WORKS
WHAT IS COOLMAX® ECOMADE FIBER?
COOLMAX® EcoMade fiber brings an extra dimension to the BE GOLD collection: sustainability. Made from 100% post-consumer recycled PET — meaning plastic bottles diverted from landfill — the fiber delivers the same premium moisture-wicking performance as traditional COOLMAX® fiber with a reduced environmental footprint.
For the sustainability-minded shopper, this is a purchase that feels good in more ways than one. And with COOLMAX® brand hang tags visible on the garments, it's easy to identify and trust the technology — both on screen and in hand.
A NEW FRONTIER FOR INGREDIENT BRANDING
The HSE x BE GOLD collaboration is a compelling proof of concept: performance fiber technology doesn't have to live behind the scenes. TV retail, with its direct dialogue between host and viewer, creates a uniquely powerful environment for ingredient branding — one where a fiber's benefits can be demonstrated, explained, and felt in real time.
As brands and retailers look for new ways to connect with consumers and build genuine trust, this program shows that the living room might just be the next great frontier for fiber science.