Moda with new area for activewear

Starting with the upcoming edition, fashion fair Moda in Birmingham will launch a new area showcasing a range of activewear, athleisure, sports bras and sports swimwear. Called “Active”, the new area will be located within Moda Lingerie & Swimwear. Here, it can catch the eye of womenswear and lingerie buyers looking for contemporary apparel that transcends the sports and lifestyle sectors.

Björn Borg, Acai Activewear, Freya Active, Panache Sport, Anita Active, Leg Code, Pepper & Mayne, Jilla Active and Control Body Activewear are some of the brands that have confirmed their interest in presenting in the new area. Puma and Invista will showcase some innovations as well.

“As a brand we are seeing more and more interest in our sports underwear collections and felt that Active at Moda would be a great arena from which to showcase the range,” says Neil Smith, Björn Borg’s UK country manager. “More people are working out on a regular basis and, due to the functionality - and comfort - of active clothing, they are also wearing fitness apparel as every day wear. Therefore the lines between fitness and fashion have blurred and many retailers who have been previously reluctant to launch fitness are now jumping on to this trend and taking advantage the demand in this new category.”

Katherine Stokes, lingerie & hosiery buyer at Browns Department Store, embraces the trend and is not alone with her opinion. “The new Active area sounds really exciting. Sports bras are a good seller for us, so I will definitely be taking a look,” she says.

Moda 2016 is the UK's largest fashion trade exhibition and will take place from August 7 to August 9 at the National Exhibition Centre (NEC) in Birmingham.

Photo: Lingerie & Swimwear Moda 2015 via www.moda-uk.co.uk