Lingerie Edit Summer 2016 Recap

The Lingerie Edit Summer 2016 Recap

“The show was buzzing, with the atmosphere charged with over 40 brands showing buyers and social media pundits just what they do best.”

by Michelle Broomes, Lingerie Journal Editor.

It’s the ideal event for independent and emerging brands looking for good company, advice and exposure and this summer edition of the Lingerie Edit took place at the stately Savoy Hotel in London, which plays host to the event biannually. The show unfolded over two inspiring days – July 14th and 15th – and has been deemed as one of the best shows to date. Brands showed off both current collections and those intended for 2017.

The man behind the movement, who really understands niche markets and the needs of independent brands, is industry marketing and PR expert David Finlayson and he gave this summer edition of the Lingerie Edit well-deserved kudos.

Lingerie Edit July 2016

“Footfall was higher than we’ve ever had before,” Finlayson informed happily, “and generally people were happy with the mix [of brands] – it was a really interesting mix of new and traditional [exhibitors].”

Brand rep response also proved favourable, with first timer to the show Sarah Charlesworth, Agent and Distributor representing Blush and Le Mystѐre expressing her satisfaction with the show and commenting: “It’s important to be here. The location is great [and] our brands sit within the profile of the Edit and the other brands that are here.”

Lingerie Edit Ultimo

Anna Sampson of Playful Promises used the show as an opportunity to show the brand’s direction in catering to the plus size market alongside its core standard sizing, with playful boudoir styles up to a 42 back and G cup.

“We’re one of the few brands that likes doing sexy pieces for curve,” she informed. “And it seems that a lot of retailers [at the show] are actually responding to that and understanding that that is a target market that hasn’t really been served in the past, which is great for us.”

Overall, the show was buzzing, with the atmosphere charged with over 40 brands showing buyers and social media pundits just what they do best.

And here are a few highlights from the show.

Lingerie Edit Pure Chemistry

Above: Pure Chemistry.

This category saw around 25 brands listed for viewing including show pillars like Pure Chemistry, Bluebella and Loveday London who for the fourth year running claimed the title of ‘Best Brand’. Newcomer to the Lingerie Edit, Inamorata, charmed its way into the hearts of patrons to take the title of ‘Best New Brand’. Inamorata emphasises the raw seduction of black lingerie with textured embroideries, see through mesh and striking leather. Inamorata is described as a contemporary lingerie wardrobe that’s perfectly structured from B to G cup.

Lingerie Edit Freolic

Above: Fréolic.

Winner of the show’s APM Atelier Award in the January show, Fréolic, was back with an update, a saucy red number that hopefully will be ready in time for next Valentine’s Day.

Worth mentioning were the beautifully crafted unstructured pieces from Blush, Underella by Ella Moss and the yoga-inspired fashion of Miel Sisters, ideal for younger markets and those who don’t want to sacrifice fun style for comfort.

The Lingerie Edit Summer Edition

Above: Underella

Intended to corner the ever popular D to G market were brands Le Mystѐre with its dressing up solutions, title winner Inamorata with lavish black mode and bold boudoir brand Playful Promises which has also has a “younger” feel brand called Peek & Beau.

The Lingerie Edit Summer Edition
Above: Peek & Beau

International attendees like Mauritian brand Aima Dora and America’s Only Hearts were not to be left in the shade. A family run business since 1978, Only Hearts put on a lovely spread of cheeky lingerie, daywear and nightwear with a pair of fan print PJs a real standout piece as the motif is unique to the company. Production is proudly kept in NYC.

Lingerie Edit Loveday London

Above: Loveday London.

Other great additions to this Summer edition included the beautiful boudoir burlesque-inspired collections of Belle-et-BonBon; the always inspiring Emma Harris who has added a must-have anti-ageing lace eye mask to her collection; Pure Chemistry’s Bowler hat collection and test tube briefs that were just ingenious; a regal ivory and gold array from Yes Master; and the ever gorgeous Gilda & Pearl with luxe lace undies and vintage-inspired cover-ups.

Lingerie Edit July 2016 Rebecca Torres

Above: Rebecca Torres.

Beachwear is always the highlight of the SS season and what was on show at the Lingerie Edit was not disappointing. Returning to the show were the beautiful jewels prints of Lisa King; glam cover ups of Lisa Vogel; girly textured designs from Little White Lies; and the formidable force that is Rebecca Torres with her signature asymmetric swimsuit designs, generous beach wraps and newly added, kaftan design. Torres is also set for a wild SS17 with expected digital safari prints.

The Lingerie Edit Summer Edition
Above: Lisa King

Splendid Swim was back again with “fun in the California sun” style including punchy coloured bikinis and contrast piping tanks. The brand also presented a complementary collection of beach lounge pieces.
Spreading its reach into different categories at the Lingerie Edit is brand Ella Moss with Ella Moss Swim back with girly goodness. A black and floral stylized print with lattice back from this brand was definitely a standout piece.

Nautica proved worthy for its classic nautical “cruise” styling and brand Reef for sexy “surfer girl” design.
West Seventy Nine was all about the “coastal couture” as Miami days and Ibizan nights meets poolside glamour through this brand. Floaty frocks, animal print and “drop stitch” cover ups all testified of the designer’s love of fashion surrounding sun, sand and sea.

A well contended swim line, this summer’s Edit included names like Sumarie, Nikki De Marchi, Somedays Lovin and Minkpink.

Lingerie Edit Chambresq

Above: Chambres.

Here the loungewear lineup included labels like returners Nui Ami, which has added an attractive denim blue number to its range and Splendid Sleep among other beautiful brands like Blue Marmalade, Chambres and Longstaff Longstaff.

Designer at Longstaff Longstaff, Sophie Barnard, revealed the charming story behind her brand’s name – a name which is rooted in her family heritage, but she herself is leaving a legacy with powerfully exquisite hand-painted design on silk apparel which can be effortlessly cross matched. Her standout pieces were a gorgeous uber luxurious silk wrap robe with matching gown in an unforgettable multi-colour mix.

The Lingerie Edit Summer Edition
Above: Splendid Sleep

Maidenform took a walk on the wild side with life like animal print in its sleepwear pieces and the brand also was one of the front runners with its accessories offerings, displaying solutions bras and bum enhancing briefs amongst other items.

Putting its best foot forward again was returner ITEM m6, the brand known for its intelligent hosiery and was a fantastically complementary addition to the Edit despite being one of few accessories brands exhibiting at this Lingerie Edit’s summer show.

The Lingerie Edit Summer Edition

Above: Item M6

In fact, all of the brands that graciously attended the show were wonderful to see and explore – from the stalwarts to the new additions, because, as organiser David Finlayson believes, it is this newcomer/traditional “architecture” to the show that keeps things exciting.

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