CURVE Los Angeles 2020 Show
“As a buyer of many years l found this show one of the easiest to navigate. Having everything under one roof made it so much easier to find new products- I found it easy to use my time effectively.” – Chadwicks of London.
February might seem like a lifetime ago now that we’re in the midst of the Corona Virus epidemic, and that’s why it’s so important for us to keep our readers informed about events that might have slipped their radars.
So today, we have a recap of CURVE’s inaugural Los Angeles trade show that ran at the end of February 2020 bringing bringing 60 curated lingerie, intimates, swim and sportswear brands to mix and mingle with buyers, press and industry influencers.
Fresh off Curve New York, the largest lingerie show in North America, CEO Raphael Camp shares that “the show was designed to be more intimate, like the intimate apparel industry itself, with abundant opportunities to network and socialize in a meaningful way.”
At Curve Los Angeles, the first 2 day L.A. show that Eurovet Americas produced, Curve partnered with local California and top National intimate brands alike to share what’s new and next, including exciting athleisure, body positive and sustainable labels, as well as cutting edge shapewear and muscle enhancing garments. Raphael Camp, CEO of Eurovet Americas shares: “A major focus of the LA show is supporting retailers with education – everything to support a store owner’s business while introducing them to key brands.” Featured workshops included a seminar on “The Right Stuff: What To Buy, When to Buy It and How To Maximize Your Lingerie Store Sales” with Lynn Switonowski and “Your Values Are Your Brand,” a PR and In-store Activation workshop with Marcy Clark.
Kirsten Griffin, Director of Visitor Relations for Curve, shared how Curve Los Angeles was designed to feel very different than your average trade show: “Curve Los Angeles was a perfect complement to the sunshine, fun and glamour that California is known for: the show at the modern, light-filled Westdrift Hotel featured indoor and outdoor programming including morning yoga, three meals a day, cocktails, live music and a paella party in the evening, educational opportunities for retailers and more.”
The Los Angeles show offered a chance to mix and mingle in the playground of celebrities and fitness fanatics. One of the global capitals for athleisure (NPD highlighted that over the last year, sports bras have grown four times as fast in the LA area than in the NY area) Los Angeles and the West Coast are a major economic force. Los Angeles is home to some of the most elegant and high end lingerie retailers in the country, from Luxe Lingerie in Beverly Hills, to A Perfect Fit in Tustin, to Jenette Bras with 5 locations across the region. Key trends and themes explored at the show include body and size inclusivity, fabric innovations, storytelling, and versatility. Hybrid designs in categories such as Innerwear as Outerwear, Festival Wear or the growing Loungewear-meets-Sleepwear segment were plentiful and energizing for retailer’s imaginations.
Support & Shape for All Sizes
“Size inclusivity is a requirement for brands to succeed in the intimate industry. Exciting brands are innovating at both sides of the spectrum, expanding the glamour and refinement available in larger sizes as well as the nuances of style in petite focused brands.” Raphael Camp, CEO of Eurovet Americas said.
Elila, recognized for producing solution-driven garments for the plus-sized, full-figured and full-busted woman with unparalleled support, continue to expand their offering by now adding “O” cups, effectively providing the most comprehensive lingerie sizing range in the market. Among their recent launches is their new sexy tanga style that goes up to a true 5X.
Leonisa opened many new accounts at Curve with stores that are carrying shapewear for the first time, many saying that they wanted to launch with Leonisa’s more comfortable shapewear with lightweight, moderate compression.
Natori received an enthusiastic response to their new Avail convertible lace plunge bra, which has a double lined buttery soft fabric band, and supports up to an H cup.
The Little Bra Company got rave reviews for their expansive petite collection that focuses on both size and proportions for the petite woman, and tackles customer specific issues such as gaping in creative ways. Their line includes hard-to-find sizes such as 28A-D, 36AA and 38A.
Berlei saw a great reaction for their technically enhanced underwire sports bras.
Rya Collection added a body positive line in luxurious materials with patterns designed from scratch on plus size models to more accurately fit and flatter a plus size customer.
Curvy Couture, dedicated to their commitment that every woman of every size deserves to wear the latest trends, introduced bralettes with support from their best-selling Cotton Luxe collection as well as a sexy sheer mesh bras up to H cups.
Elevating the Everyday
Chantelle debuted a Winter Blue Champs Elysées bra and panty set, a new showstopper for winter windows. Customers were also happy to see new designs that are beautiful without sacrificing comfort, such as the ultra soft Norah Unlined Molded Bra.
Contradiction by Pour Moi, is a UK line in a sexier space that covers B to J cups. Contradiction is offering 7 new updated groups for AW20.
Clo Intimo introduced a new “Abierto” boudoir line with criss cross lace elements in front and back to facilitate peekaboo styling that can conceal or reveal depending on how it is worn. It is ideal for the current “bondage” trend but in a comfortable lace that can be worn everyday. Their bodysuit especially blurs the line between ready to wear and lingerie.
Derek Rose London, a heritage UK brand since 1926 saw enthusiasm for their luxury cashmere leisurewear collection for men and women.
Luxury French runway brand Balmain debuted a new collection of sports bras and other athleisure pieces with their signature logo.
Christine Lingerie, known for some of the most high end silk pajamas, slips, robes and loungewear available, saw excitement for their new menswear line.
Pluto, makers of deliciously soft sleepwear and loungewear, showcased new designs that can do double duty from the bedroom to the high street, an attractive selling point for retailers.
Evelyn and Bobbie continued their mission of being “the most innovative intimates company in the world” with their Defy and Beyond bras, designed to be completely invisible under clothing and the most forgettable bras and underwear women can wear.
Organic, Sustainable and Natural Fibers
Sustainability continues to be a major talking point for the last few seasons, with retailers and their customers keen to hear about the industry’s overall environmental impact. Exhibiting brands are making a variety of changes in the manufacturing of their garments, including where fabrics are being sourced, reducing the amount of water they are using, producing locally, changing their packaging to have less or no plastic, creating their garments in safe working environments, and using recycled and eco-friendly goods.
Hanro continues to focus on natural fabrics, expanding with Lyocell for their Natural Comfort collection. It is breathable, sustainable and temperature regulating.
Fleur’t showed their sexy, supportive full-coverage chemises and bralettes in soft, eco-friendly micro modal.
San Francisco based sleepwear and loungewear brand Karen Luu featured a new organic cotton lounge – lifestyle collection with baby robe and blanket to match Mom and Dad.
Opaak, known for their 100% sustainable fabrics, stunned with a new collection.
Learn more about CURVE Los Angeles