To distinguish its brand of spandex fiber, DuPont chose the trade name "Lycra" (originally called "Fiber K"). DuPont launched an extensive publicity campaign for its Lycra brand, taking advertisements and full-page ads in top women's magazines such as "Vogue", "Glamour, Harper's Bazaar, Mademoiselle, McCalls, Ladies Home Journal, and Good Housekeeping." The original style icon of fashion, Audrey Hepburn helped catapult the brand on and off-screen during this time; models and actresses like Joan Collins and Ann-Margret followed Hepburn's aesthetic by posing in Lycra clothing for photo shoots and magazine covers.