Moda, the UK fashion trade show, will launch a dedicated lingerie and swimwear exhibition in Feb-ruary 2010.
Moda Lingerie & Swimwear will run alongside the show’s established womenswear, menswear, footwear and accessories halls at Birmingham NEC on February 21-23, and will go head to head with the Harrogate Lingerie & Swimwear Exhibition, which has already suffered the loss of brands such as Triumph and Playtex.
Organiser Moda ITE said the central UK location of Moda, coupled with the strength of the adjacent existing Moda shows, would lure back lingerie and swimwear brands that had stopped exhibiting in the UK.
Moda Lingerie & Swimwear has signed 42 brands so far.
Eveden, which manufactures brands including Fauve, Freya and Elomi, has committed to show. Eveden sales director Nigel Addison said: “Being part of a wider fashion exhibition can only bring positives to the lingerie industry.”
However, some brands said a second lingerie event could weaken the market further. Carol Duncumb, ex-Intimas chief executive and founder of new brand BeMyBra, said: “The market is comparatively small and if exhibitors are split it could create two weak events. A new event puts exhibitors in a stronger position to negotiate deals on stands.”
Harrogate Lingerie & Swimwear said it had brought forward its date to February 7-8 to avoid a direct clash with Moda. Organisers said they had also reduced the cost of exhibiting and that they had “serious indications” that Lejaby, Simone Perele and Calvin Klein would exhibit.
Brands signed up
Moda Lingerie & Swimwear has signed up 42 brands, including: After Eden, Berlei, The Body Wrap, Captiva, Costex, Damella, Elomi, Fantasie, Goddess, Gossard, Gottex, Moontide, Naomi & Nicole, Ory, Panache, Red or Dead, Seaspray and White Mischief