The display has a stretchability of about 20% thanks to a substrate made of the same kind of material used in soft contact lenses, the company said Tuesday, calling the stretch factor an industry first.

The announcement comes at a difficult time for LG Display, which suffered a record operating loss in the July-September quarter on falling display panel prices.

The new display features micro-LED technology that enables a resolution of 100 pixels per inch – comparable to TV screens.

Able to match curved surfaces like skin, clothing and car bodies, the product “expands the potential of the display in various industries including fashion, wearables, mobility and gaming,” LG Display said in a news release.

Chinese display rivals have surged ahead on a wave of investment in production capacity, pushing LG Display and its South Korean peers to innovate to stand apart.

Micro-LED (light-emitting diode) has been hailed as potential next stage in display technology after OLED (organic light-emitting diode), a segment where South Korean brands gained an early advantage.