CURVENV@MAGIC Aug 2015 Recap
Photo by Charles Roussel.
by Elisabeth Dale
This year marked big changes for the annual Curvexpo show in Las Vegas. First, it moved from the confines of the busy and entertaining Venetian hotel-casino on the Vegas strip to the expansive business halls of the LV Convention Center. Second, it joined forces with MAGIC, the giant apparel, accessories, and footwear trade show.
Photo by Charles Roussel.
What didn’t change was buyer and press exposure to innovative international intimate apparel brands. From the larger well-established lines to recent start-ups, there was something for everyone at this year’s Curve.
Here are nine swimwear, lingerie, and loungewear trends that caught my eye:
Madi Lingerie is a brand new intimate apparel business whose business model stands for making a difference (Make a Difference Intimates). For every pair of the US made underwear purchased they donate another to a woman in living in a domestic abuse or homeless shelter. They are targeting the socially aware millennial who wants to add extra value to their consumer purchasing experience. Current designs include bamboo and stretch lace thongs, briefs, and boyshorts.
You’ll find everything from loungewear to corsets in the upcoming blush lingerie collection. Blush also makes it super-easy for retailers to market its fun bralettes and panties. They’ve created a simple point of sale display for soft bras, thongs, or tangas, all packaged in lipstick-sized containers. Look for this three pack of panties plus one Truly Red lipstick gift set this Christmas. It’s this perfect stocking stuffer.
Dear Bowie is another new brand whose mission is to “re-introduce” robes to active modern women. The two sister-owners have a vision of transforming this bath and bedroom only garment into an easier-to-wear outerwear piece. (Imagine the comfort of answering the door in a fashionable silk gown or kimono.). The collection includes bold solids and big prints made from silk charmeuse and georgettes. The current line includes PJs, short and full-length sleepwear slips and robes, all sized from extra small to large.
The French lingerie brand, Empreinte, incorporates contemporary and sophisticated elements in their timeless swimwear styles. Their use of color, quality fabrics, and helpful design elements (like adjustable straps) create supportive garments whose fit is equal to their luxury lingerie. The SS2016 collection is available in a selection of fruity, floral, and aquatic colors sized for C to G cups.
Elomi Lingerie selection of full figure swimwear may seem limited to four styles of one and two-piece bikinis. But they’ve raised the fashion stakes with a fun new color (Sky) and an adorable split-back tankini and retro skirted brief. Their fit model rocked this new style.
Swim and resort wear brand Helen Jon targets women over 35 who want a bit more coverage in their swimwear. The collection includes easy coordinating fashion one-pieces and bikinis, cover-ups, board shorts, skirts, surf shirts, maxi-dresses, and more. Helen Jon is available at numerous luxury spas and resorts, like the Ritz-Carlson, Four Seasons and the iconic Beverly Hills Hotel.
Banana Moon swimwear tagline may be “Californian Sunwear” but the brand headquarters are in Monaco with designs and fabrics sourced in France. They carry multiple styles of solid, tropical and tribal prints targeted to specific markets; for teens/tweens and young women to a more sophisticated couture collection.
J’attire Lingerie hails from Vancouver, Canada. Their fashion niche is the current popular feminine vintage lingerie styles (including garters) made of lace and mesh. What’s unusual is their wider size range that spans 30 to 40 bands with anywhere from an A to G/H/I cups.
AquaBamboo Swimwear is another new line of young and contemporary swimwear. Styles include color blocked bra tops, rash guards, and surf and swimsuit essentials. They won my award for best swimwear brand from my hometown (Seattle).
What do you think of these swimwear, lingerie, and loungewear brands from Curvexpo at MAGIC? Any you’d wear?