Birmingham trade show Moda will launch a new area to combine lingerie, swimwear, activwear and intimate apparel in August, replacing Moda Lingerie & Swimwear.
Moda Lingerie & Swimwear has run as a separate event since February 2016 alongside the other Moda shows, but will now no longer take place.
The new area will feature live content to showcase ways for retailers to cater to the growing “wellness” trend area. It will also feature an expanded range of men’s swimwear and underwear, targeting specialist stores and menswear independents.
“There are now so few boundaries between the intimate, active and everyday wardrobe, and we’re going to be reflecting that with a brand new area at Moda for August,” said Moda’s Penny Robinson, who will be heading up the Moda Body/Active area. “Activewear has been one of the biggest stories in fashion for the last two years and is already part of the Moda offer, but going forward we want to create a concept where lingerie, bodywear, swimwear and activewear can all be seen in the broader context of fashion and lifestyle.”
The next edition of Moda will take place on 6-8 August at the NEC in Birmingham.