CURVEXPO was a never ending lingerie party

CURVEXPO was a never ending lingerie party

Eurovet Americas/CURVEXPO concluded its successful August 2016 edition much recently. The party called Curve commenced with Mode Lingerie and Swim CURVENY this past July 31 and continued till August 2 at the Javits Center, New York and was followed on by PROJECT WOMENS hosted CURVENV at the Mandalay Bay Convention Center in Las Vegas on August 15-17.

For both the East and West coasts, there was a strong focus on improving aesthetics and increasing the level of assistance before and during the show as well as providing interactive events and convenient technology. These combined forces to support all attendees in experiencing two successful shows which highlighted Spring/Summer 2017 collections.


Drum Roll to the new and the old

Located at the Javits Center North, CURVENY NEW YORK welcomed 350 exhibitors, among them many new lingerie brands such as Bluebella, Cybele, E.L.F. Zhou London, Escora, Eva, Foxers, Loulette Lingerie, Make Body, Marika Vera, Naturana, Rafaella Intimates, Sapph, Silk & Soul, Soigne, Sokoloff Lingerie, Swenny, and Thistle & Spire. New loungewear exhibitors include Catherine Catherine Malandrino, Coquette, Daniel Buchler, Gold Hawk, Hesper Fox, Lusome, Vanilla Night and Day, andXusany. There were also new hosiery brands such as Music Legs and Natori Legwear, swimwear likeSambarela and Maryan Mehlhorn, activewear with the likes of Shock Absorber USA, and shapewear with Brazilian brand Squeem.

Attendees quickly noticed a sprinkling of red balloons adorning the booths as soon as they arrived on the show floor; these represented the brands that had been chosen for the Selection Guide: included were swimwear brands such as Eberjey, Feraud Paris, Jolidon, Lascivious, Maryan Mehlhorn, and Touche Balneaire; Lou and Stella McCartney, mainstay lingerie brands who were also featured in the Guide, introduced swimwear into their collection for the first time this season. There was also a robust selection of activewear brands with the likes of Body Glove Activewear, Commando, Hotmilk Lingerie, Juana de Arco, OnGossamer, Silk & Soul, Siluet Shapewear, and as always, there was an inclusion of strong lingerie brands like Addiction Nouvelle Lingerie, Empreinte, Escora, Freya, Hanro, Lise Charmel, Only Hearts, Samantha Chang, Scandale Paris, Sokoloff Lingerie and Squeem who are continuously innovating to provide the end client with newer shapes, cuts, and technology.

Business was a hit!

Both attendees and brands were pleased with the level of business being conducted on the show floor, and there were over 375 appointments booked by our online application booking system and the CURVEXPO buyers team before CURVENY NEW YORK commenced. Brands such as Underprotection, Loveday London, and Lonely expressed favourably the high number of quality buyers on the show floor, while booths among the likes of Absolutely Lingerie (carrying Addiction Nouvelle, Damaris, Mimi Holliday, Rosapois, Rosy and Valery)Curvy Kate, and Eveden (carrying Huit, Elomi, Freya, Fantasie,and Goddess) had an almost non-stop schedules.

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The trend talk

Dynamic events took place on all three days of CURVENY NEW YORK. On day one and two of the show at 5PM was the Fashion Flash Mob, where the show floor made way for over 55 models showcasing their respective exhibiting brand’s best Spring/Summer 2017 looks. At the end of the second day, attendees travelled nearby to The Frying Pan, a restaurant and bar located on a boat anchored in the Hudson River. Here, exhibitors and buyers alike were able to network and relax before the final day of the show.

The Trend Presentations, presented by Promostyl, efficiently gave informative knowledge on the major upcoming themes of the season. For general trends, innerwear as outerwear continues to be a huge focus and is becoming even more widespread, with a plethora of brands, small and large alike, either offering certain pieces or devoting entire collections to the concept. Brands reinterpreted long line, soft cup, and non-underwire bras as well as bodysuits to fit their company aesthetic. A bright, yet not quite neon, pink is also forecasted to be a key colour for Summer ’18. The Beach Ready trends presentations highlighted the major styles for swimwear, with cutouts and colour blocking, both in bright as well as earth tone colours, becoming extremely popular. High neck and halter tops and high waisted bottom pieces were the key cuts for the season.
Buyers were able to take advantage of all of the benefits the Mobile Application had to offer, such as finding brands in which they have appointments with, looking up favorited brand and event happenings, and using the Interactive Floor Plan to find a booth number and location on the show floor.


And the party continues

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The positive energy moved to the west coast the following week, where CURVENV Hosted by PROJECT WOMENS commenced at its new location next to PROJECT WOMENS at the Mandalay Bay Convention Center. The seamless inclusion in this more contemporary section permitted a high level of foot traffic and crossover between intimate apparel and ready-to-wear categories, and was met with extremely positive responses. The show floor aesthetics were clean and contemporary with a boho chic feel, including the likes of Manik’s Dream Catchers, which brought about a tropical, reposed feeling.

Top swimwear brands, such as Ale by Alessandra, Albertine, Becca by Rebecca Virtue, Frankies Bikinis, Isabella Rose Swimwear, Jag, Jantzen, Laundry by Shelli Segal, Lolli Swim, Luli Fama, Maaji, andVitamin A expressed their contentment with the turnout of buyers as well as the new location of the show. Buyers also explained how pleased they were with CURVENV Hosted by PROJECT WOMENS; Courtney Killpack from Bra Fittings by Court mentioned how easily she was able to make her way around the show floor and Hollis Kitchin from Bustin’ Out Boutique declared how she always likes to see new collections from brands that she is unfamiliar with.

The returning Hotel and Spa program, which unites the swimwear and intimate industries with hotels, was extremely successful, with brands such as Agua Bendita, Chambres, Eberjey, Izi Mi, Larissa Lahijani, Lise Charmel, Maison Lejaby, Pia Rossini, Sambarela, Sauvage, Wacoal, and Wrapit by Tish participating and over 200 appointments booked. Buyers from top Hotels and Spas praised the program, such as Shane Kelly from the Four Seasons Costa Rica and Niko Siton from the Mandarin Oriental Las Vegas mentioning that they always find new and exciting brands that they are introduced to; Marysell Diaz-Garcia, from the Ritz Carlton Dove Mountain, expressed her interest in having other Ritz Carlton properties attend in the future.

High on energy!

On the show floor, attendees could relax in the afternoons of day one and two with light bites and margaritas located at the lounge area in the middle of CURVENV Hosted by PROJECT WOMENS. Also on day one and two of the show, professionals from Glam Squad were booked non-stop at their braiding bar, where attendees could visit and alter their hairstyle into something fabulous.

While the CURVEXPO rolled up their sleeves to wrap up the 2016 editions, hey left on an even more exciting note by mentioning that 2017 will be a promising and exciting year, as Eurovet Americas will be celebrating the 10th anniversary of CURVEXPO! The February season, focusing on the Fall/Winter 2017 collections, will commence with CURVENV Hosted by PROJECT WOMENS which will take place February 21-23, followed by CURVENY NEW YORK occurring February on 26-28.


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