The $13 Billion Intimate Apparel Business Is being disrupted By Niche Brands, Customer Demands And Color

NEW YORK CITY — February 13, 2018 — CURVE presents the Fall/Winter 2018 edition with a focus on the rapidly changing industry and a diversified show schedule packed with compelling events, industry expert discussions, innovative techniques in lingerie and swimwear fitting. CURVE will showcase over 350 Apparel, Swimwear, and Men’s Underwear brands.

Niche Brands are Changing the Market

Category leading brands earnings have slipped and padded bras, the segments most stocked item have fallen while new brands are on the rise.

“Push-up bras have fallen by 50 percent compared to a year ago while sell outs of bralette, or triangle bras, have rocketed by 120 percent. That’s based on a sample of 80 lingerie retailers across the US, UK and Europe.” (Edited, 2017)

CURVE is a springboard for emerging and innovative lingerie, loungewear and swimwear brands including Adina Reay, Coco de Mer, Chris Arlotta, Else Lingerie, Fleur of England and Ginia.

Lingerie stores are reinventing themselves

Retail is changing and so are the lingerie stores. For the first time CURVE will be launching a new area: The Concept Lounge is presenting its vision for creative retail. It is meant to inspire visitors while showcasing a curated mix of products along with intimate apparel fashion trends and retail merchandising ideas!

The curator of this area and designer Samantha Chang hand-picked 12 unique brands to exhibit. From haute couture lingerie manufactured in France to artisanal fragrances made in Italy, here is her selection for this season: Cadolle, Carol Workinger, Danielle Welmond, Gibson & Dehn, i Profumi di Firenze, Keep it Silky, Kent, Stretch, Swedish Stocking, Undress Code, Velvette and Yes Master.

Customers Want a Level of Service

Listening to their customers and conquering new consumer targets, lingerie houses are telling new stories, choosing new muses with strong characters and are sending strong messages.

Customers want an increase level of service and tailored knowledge to learn what is the best option for their body type. CURVE will showcase Eveden Fit School during the New York and Las Vegas shows which will provide attendees with key insights on all of their fitting needs for Lingerie and Swim.

Continuing to educate retailers to better serve their customers, this year CURVE is hosting 3 events, each addressing very hot topics around retail and trends, including the future of retail and the current body positivity movement. Additional topics of discussion will highlight how to attract millennials to a store and social media brand strategy. The entire intimate apparel industry will be gathered to listen to professionals like Tracy Taylor, Style Director of Net-a-Porter or Anne Slowey brand consultant and former fashion director of ELLE.

A New Language of Color

Lingerie is breaking the classic codes of black and white, to become more vibrant and colorful with designers like Chantelle, Cosabella, Empreinte, Hanky Panky, Lise Charmel, Huit, Lou and Timpa showcasing lilac, green, ruby red and violet plum. The world of beauty has become a source of inspiration for lingerie with pieces in ‘makeup’ tones. Brands like Eberjey, Nubian Skin, Passionata and Undress Code use contrasts of nude with intense blocks of color; Cadolle, Curvy Kate, Ellipse, Hanro, Lonely and Oh lala Cheri favor powdered colors or smoky effects in their designs.

Designer of the Year

CURVE is honoring WACOAL as the 2018 Designer of the Year for its creative and innovative lingerie. An iconic, leading name in the lingerie market, this Japanese brand has been crafting pieces that make women feel beautiful for over half a century.


February 12-14 at the Mandalay Bay Convention Center


February 26- 28 at Javits Center, Hall 1A

The CURVE shows are produced by Eurovet Americas, a Eurovet company.

EUROVET is a leader for lingerie and swimwear, with international events in Paris, New York, Shanghai, Hong Kong, Las Vegas, Cannes, and Moscow.

Posted February 13, 2018

Source: CURVE