Lingerie is booming

In tune with the fashion trend of wearing lingerie as outerwear, the debut edition of Moda Lingerie & Swimwear was well received. Over three days, Moda saw packed stands and strong orders as brands from across the lingerie, swimwear and hosiery sectors met with buyers from all the UK and Ireland. The industry’s new national show held at the NEC Birmingham on 21-23 February, played host to over 200 collections and attracted buyers from across the lingerie retail sector.

Stores visiting the show included department stores John Lewis, Debenhams, Fenwick, Hoopers, Beales and Voisins, national lingerie chain Bravissimo and online lingerie specialist Figleaves, as well as independents including Cheshire Lady in Congleton, D’Braz in Banstead, Perfect Fit in Keynsham, Bristol, Cameo in Dyfed, Better Than Chocolate in Saffron Waldon, What Lies Beneath in Bramhall and Chantilly Lace in County Down.

The Moda Catwalk theatre presented shows throughout the three days, showcasing the key trends in lingerie, swimwear and nightwear for AW10. Brands and retailers on show included the likes of Triumph International, Panache, Eveden, Gossard/Berlei and Calvin Klein as well as Ballet, Aubade, Lejaby, Femilet, Hanro, Huit and Lise Charmel.

Moda Lingerie & Swimwear is the latest addition to the UK’s largest trade fashion event, which also includes Moda Woman, Moda Menswear, Moda Footwear and Moda Accessories. The February edition of the show saw an overall increase in attendance of 21per cent. The next edition of Moda takes place at the NEC Birmingham on 8-10 August 2010. ITE Moda Ltd is a member company of ITE Group Plc.

Image: Aubade