New Lingerie Fashion Week Developments
Above: Nevaeh Intimates at the last edition of Lingerie Fashion Week®. Photo by Stephen Wilson Photography.
“To cater to the emerging or independent designer, we have created two exciting events for February offering the reach and benefits of Lingerie Fashion Week® without the commitment level of a solo show.”
The next edition of Lingerie Fashion Week® opens its doors from February 20 – 22, 2014 and promises to showcase some of the most popular and talented designers and brands in the lingerie world. For some of our readers who might not be familiar with the event, Lingerie Fashion Week® is the first Fashion Week exclusively created for the intimate apparel industry. The event is made up of a series of runway shows, presentations, installations and special exhibitions.
At this edition of Lingerie Fashion Week®, the show adds two new developments to help emerging or independent designers — the “Made in the USA” Presentation and the “Ones to Watch” Exhibition. Wanting to learn more, we sat down with the founder of Lingerie Fashion Week® to ask her a few questions about these new opportunities.
Q&A with Lauren Rich, founder of Lingerie Fashion Week®
Above: Secrets in Lace at Lingerie Fashion Week®. Photo by Stephen Wilson Photography.
Lauren, the next edition of Lingerie Fashion Week® features some new developments and opportunities for brands and designers. We’re hoping you could give us an overview of what’s new for 2014?
Absolutely, we do have some exciting developments in store for our third season this February. The two main ways to participate – holding a Runway Show or Presentation – still stand and are our go-to’s for larger and established brands. These platforms are ideal for those showing a large volume of looks (30-50+), brands sending down multiple lines, or those looking to get creative with a unique performance or other element.
To cater to the emerging or independent designer, we have created two exciting events for February offering the reach and benefits of Lingerie Fashion Week® without the commitment level of a solo show. The first is a group “Made in the USA” Presentation, showcasing up to four designers completely manufactured and produced in the United States. The second is a group “Ones to Watch” Special Exhibition, showcasing up to eight designers (no geographic restriction) on dress form.
“Just as with any show at Lingerie Fashion Week®, participating designers can expect to generate high impact media coverage, press exposure and further publicity results to drive brand awareness amongst both the industry and the consumer.”
As you mentioned, the “Made in NY Presentation” is expanded this year to “Made in the USA” opening it up to a larger number of brands, could you tell us why you decided to do this?
Yes – we’ve held similar “Made in NY” Presentations in the past, showcasing two designers only. Due to volume of interest from designers both in New York and elsewhere throughout the United States, we’ve decided to open the Presentation up to “Made in the USA” as well as expand volume of designers to four.
What are some the highlights of the presentation and what can a brand expect to gain from participating in the the Made in USA presentation?
The biggest benefit of showing in a group presentation is strength in numbers. Press are busy people and offering the opportunity to see four designers at once is a huge draw in and of itself. Coupled with a clear branding element and press hook such as Made in the USA, it’s a win-win formula to drive both press attendance and coverage. The format is a Presentation (on model), divided into four sections where each designer has their own dedicated space to showcase & brand. It’s really four mini-presentations housed in one.
Just as with any show at Lingerie Fashion Week®, participating designers can expect to generate high impact media coverage, press exposure and further publicity results to drive brand awareness amongst both the industry and the consumer.
We currently have one spot left in Made in the USA for February.
Above: Lola Haze. Photo by Alberto Lama Photography.
The Ones to Watch Exhibition is a totally new addition to Lingerie Fashion Week®, could you tell us how this new addition came to be? Why was it added?
“Ones to Watch” is ideal for those wanting to introduce their line to press and industry, without the commitment of a show, models, etc. Perfect for new brands or international brands new to the U.S. market looking to lay a footprint. It’s quite powerful in that the Exhibition will be on display in the Sponsor Lounge throughout the duration of Lingerie Fashion Week® – meaning guaranteed visibility to everyone who steps on-site. The format is on-mannequin, where up to eight are displayed at any given time. Each designer is designated their own mannequin to show one look per day, up to three looks total throughout the three days.
In addition to the Sponsor Lounge display, “Ones to Watch” comes with its own dedicated event. A one-hour cocktail reception that will be held to shed a spotlight specifically on the Exhibition and its participating designers, who may come and mingle with press, industry members and guests.
While designers are welcome to attend on-site, this is not required. Being able to participate remotely makes “Ones to Watch” ideal for designers wanting to participate in Lingerie Fashion Week® and benefit from the press results, but unable to be physically present in New York during February. Designers simply need to send us their three looks beforehand along with styling direction and we can handle remotely in full.
What are some of the benefits to a brand participating in Ones to Watch?
The on-site visibility is really powerful. “Ones to Watch” participants benefit in that the Exhibition is housed in the Sponsor Lounge, where all attendees of Lingerie Fashion Week® pass through en route to runway shows and presentations, and hang out in in-between shows. In addition to this incredible real estate, “Ones to Watch” has it’s own, dedicated event to which press and guests will attend specifically for the Exhibition and its designers. “Ones to Watch” participants benefit off both the on-site visibility and press coverage pre & post.
Above: Lingerie Fashion Week® Coverage in the New York Daily News.
Both of these new Lingerie Fashion Week® developments offer the opportunity for a lot of exposure. The last two editions of Lingerie Fashion Week® have had some great national consumer press coverage. Could you tell about some of the press highlights and how some of the brands benefited from participating?
We have been absolutely thrilled with the overwhelming press response from past seasons. Our shows have been covered by The Wall Street Journal, WWD, The Huffington Post, E! News, CNN, CNBC, The Daily Mail, The New York Daily News, The New York Post, The San Francisco Chronicle, omg! Insider (CBS), Fashionista, Inside Hook, Colin Cowie Weddings, ABC News, NBC News, The Daily Beast, The Frisky, JustLuxe, Men’s Health, and more: http://www.lingeriefw.com/#!news/c24vq
Participate with Lingerie Fashion Week®
Finally, could you give us some details about how anyone interested in participating in Lingerie Fashion Week® can get in touch with you and your team?
For details on showing via Runway, Presentation, “Made in the USA” or “Ones to Watch”, please contact: firstname.lastname@example.org. For alternative marketing & sponsorship opportunities please contact: email@example.com. All other inquiries: firstname.lastname@example.org