The Lingerie Edit Summer 2014 Recap
“…the [Lingerie Edit] was designed to generate the optimum amount of buzz and bustle for the brands whilst still maintaining an air of privacy to talk shop.”
by Michelle Broomes
In the lingerie industry, there’re few thing more exciting and enticing than a trade show. These displays are significant particularly for new and emerging brands to get needed publicity and financial investment.
The Lingerie Edit trade show, which took place at the luxurious Savoy Hotel in London’s famous location, “The Strand”, provided a welcoming and intimate setting for several local and international intimates and swimwear brands to show off their best bits to the press and especially to potential buyers and investors from home and abroad.
Above: Naked Princess at the Lingerie Edit.
This summer’s Lingerie Edit received a boost by teaming up with the dynamic show that is Lingerie Fashion Week (LFW) expected to take place later this year in October in New York. Brands participating in The Lingerie Edit can benefit from a 10% discount at LFW by using The Lingerie Edit as a reference.
The show, which was held over two days, July 15th and 16th, entertained just over forty of the finest independent brands with welcomed additions inclusive of Corsetorium, Lucile & Co., Naked Princess and Something Wicked . Some returning exhibitors were Beautiful Bottoms, Bluebella, Gilda & Pearl and Maison Close amongst others (see thelingerieedit.com for the full line up).
“The Lingerie Edit was an excellent show, and very beneficial to the smaller, newly emerging brand, such as ourselves, as it gave a platform to meet with individuals in the lingerie business…” – Denise Lewis co-founder of Kocolala.
Spread over two amply spaced rooms joined by a corridor that provided an impromptu runway for modelling, the exhibition was designed to generate the optimum amount of buzz and bustle for the brands whilst still maintaining an air of privacy to talk shop.
Above: Britney Spears Intimates.
Exhibitors were eager to show of SS15 collections but many also used the opportunity to flaunt current stock as well as continuity pieces that buyers can use for long-term merchandizing. The invitation-only event ensured that it attracted only serious investors.
All this happened under the guidance of organizer, David Finlayson, deemed as one of the UK’s most prolific sales agents with tons of experience in staging successful and memorable trade shows.
And it appears that this event, hailed as having the strongest line up so far, was well received by exhibiting brands.
Above and from left: Claudette and Bluebella.
“The Lingerie Edit was an excellent show, and very beneficial to the smaller, newly emerging brand, such as ourselves, as it gave a platform to meet with individuals in the lingerie business, to highlight and profile the brand, and, also to get to socialize and feel comfortable to talk,” said first timer Denise Lewis co-founder of the newly formed high-end risqué brand Kocolala. “The show also allowed us to meet bloggers and various media, which again will help in launching Kocolala and advertising her to everyone. As this was a more intimate environment it made it less daunting, and the atmosphere was relaxed and comfortable, almost like old friends meeting up. We would definitely be interested in going to future events,” she also stated.
Above: Loveday London.
Before the end of the show, success was already in the air. Loveday London designer, Luisa Loveday, informed TLJ that she had successfully placed her current collection in the capable hands of the renowned department shop, Selfridges. What is great about this brand is that it not only provides lingerie for the bedroom but also includes exclusive pieces to enhance that all over boudoir effect. The collection’s selection of sensuously exquisite candles, cushions and quilts will certainly set the mood for lovers of this brand.
It was also refreshing to see the laundry brand Soak, who I deem as an industry supporter, on display at The Lingerie Edit. These kinds of brands are important to the intimates industry as they provide consumers with user friendly solutions to caring for their most treasured pieces of underwear and delicates.
Above: Naked Princess bodysuit.
“We were delighted to share our premium no-rinse lingerie wash with so many UK based stockists at the Lingerie Edit. The show was beautifully curated- we were honoured to be there,” said Jacqueline Sava, Founder and Director of Possibilities, Soak Wash Inc. who informed that Soak is already being endorsed by a leading luxury UK intimates brand. “We met department store and independent retailers alike. They were all thrilled to experience Soak. We look forward to continued growth and success as the preferred lingerie wash in the UK market.”
Overall, the showed has been labelled a success and the results are expected to be long-lasting for those brands involved.
Visiting press and buyers were asked to vote at the end of their browsing for “Buyer’s Best Brand” which was coveted by the bountiful Bluebella brand whilst the “Press’ Best Brand” (the one-to-watch) was awarded to the exquisite Loveday London. Both brands have been rewarded with free booth space at the next event as well as six months of free advertising on one of the best industry blogs, Lingerie Stylist, who was one of the sponsors of the show.
Although not awarded prizes at the show some of the other impressive brands on the day in my book were:
Fifi Chachnil for her flirty, French vintage-inspired looks;
Canopi: this innovative brand has developed an attractive arm cover-up that is secured to your bra so you can wear it with confidence;
Pistol Panties for their SS15 collection of swimwear which smacks of the disco era but merged with ethnic prints, as well as their plus size swimwear entitled “Big Guns” expected to drop later this year;
Taubert for its impressive range of loungewear and relaxed fit clothing which looks amazingly comfortable;
Naked Princess with its sprawling array of delightful lingerie and loungewear, some created with exquisite modal;
Maison Close for the stunning Smoking Cabaret collection and sexy but very wearable pieces;
Vevie for its lifestyle range and a cleverly combined modern twist on retro looks in swimwear; and
Britney Spears (Intimates): the American pop idol is set to unleash an exciting assortment of gorgeous goodies including lingerie, loungewear and swimwear.
And please see our photo gallery are a few images from the show as well as some promotional images from some of the brands to indulge you.