Moda will introduce a section dedicated to activewear this season as it look to tap into the burgeoning market.
The new area, Active, will sit within Moda Lingerie & Swimwear, and will feature a range of sub-categories including activewear, athleisure, sports bras and sports swimwear.
Brands exhibiting in Active will include Bjorn Borg, Acai Activewear, Freya Active, Panache Sport and Jilla Active.
Björn Borg UK country manager Neil Smith said: “More people are working out on a regular basis and, due to the functionality - and comfort - of active clothing, they are also wearing fitness apparel as every day wear. Therefore the lines between fitness and fashion have blurred and many retailers who have been previously reluctant to launch fitness are now jumping on to this trend and taking advantage the demand in this new category.”
Moda will take place at the NEC Birmingham on August 7-9.