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Fit education workshops priority at upcoming intimate apparel fair Curve NYC

By Jackie Mallon


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Summer 2023 edition of Curve NYC returns to the Javits Center Credits: Curve New York trade show

Curve New York, the US’s premier intimate apparel show, returns at the end of the month to Manhattan’s Javits Center. A division of Comexposium, Curve offers visitors from the intimate apparel, sleepwear, activewear and swimwear industries opportunities to create new business, discover upcoming designers from all over the world, network, and attend special events. For 15 years exhibiting brands and buyers have descended on NYC to be inspired, and educated, while viewing the latest innovations that are driving intimatewear world forward. Running from July 30 -August 1, Curve will host 175+ brands, including a German Pavilion & The Lingerie Briefs Salon.

In fact, on Day 3 at 10am, over an intimate breakfast of coffee and cookies, Asi Efros from Lingerie Briefs Magazine will discuss the vision behind the designers selected to participate in the Lingerie Briefs Salon, highlighting the trends and back stories of these new rising stars of intimate apparel. A consortium of German companies already appeared at Curve NYC in February and through its partnership with Fairs, Messe Marketing Management GmbH, this summer's Curve NYC will welcome additional German brands including Anita, Mey and Fishbelly Lingerie.

From the menu of exhibitors some brands to look out for include Chantelle, the Paris-based manufacturer of lingerie since 1876 that has managed to remain family-owned since inception, or burlesque queen Dita Von Teese’s eponymous brand; Morocco’s Lala Rose, whose bridal collection and lingerie are already present in 30+ countries, is showing in New York for the first time hoping to enter the American market with a SS24 collection that will also include a tencel line and resortwear. If hand embroidered and hand crafted swim and resortwear, plus a range of organic bamboo seamless underwear, are your focus, visit Parvesh Jai, while Entos intimates, loungewear, ready-to-wear and bridal label, specializes in Mexican hand craftsmanship created by women for women since 2019. The idea for Naked Rebellion, the nude shade luxury lingerie company which founder, Jessica Wenger McPhaul describes as being “crafted for every woman on earth" took seed 12 years ago when McPhaul, then a costume designer who had to buy skin-toned bras from big box stores for her leading ladies to wear during fittings, to her great embarrassment couldn’t find the correct shade to suit an African dance troupe she was dressing.

The schedule opens on Sunday morning with a keynote presentation entitled Alternative Marketing which offers attendees a chance to learn creative marketing ideas to engage and make an impactful difference with customers as the industry endures unique challenges when it comes to marketing. But be warned, marketing is no longer just about social media! Sponsored by Gemsli Intimates, the session promises to be a lively conversation with thoughtful tips and actionable advice, moderated by Kimmay Caldwell from Hurray Media. Panelists include Moira Nelson from Bra La Mode, Susanne Alvarado from Sugar Cookies, Jen Summer from Story Essentials, Larisa Olsen, Chantilly Lace, and Stephanie Bordas, Brooklyn Boudoir.

Curve NYC emphasizes the importance of fit education in women’s lingerie

The biggest problem with bra shopping is that women tend to stick to what they’ve always worn and data shows that this often means ill-fitting bras, with bands that are too big and cups that are too small. Customers find it intimidating being fitted for a bra, and women can feel at their most vulnerable during the experience, so a reassuring level of expertise is a must in this sector. Fit education is integral for brands and retailers to the business of selling women’s intimate or swim apparel where a wardrobe malfunction on items created using the minimum of fabric is of major concern. Throughout the 3-day fair there are several sessions dedicated to fit including a bootcamp hosted by brand representatives from Elomi, Freya, Fantasie, and Goddess, designed to help brands revolutionize their retail success by learning how to fit every body type via hands-on experience in this interactive workshop. 

With double digit growth in the intimate apparel market in 2021, there is little margin for error but ample opportunity for growth. According to data from consumer panel Circana, US intimate apparel sales for the last half of 2022 were at 7.3 billion dollars. So interest is high which only bodes well for attendance numbers at Curve NYC Summer 2023.

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