Curve New York February 2017 Wrap Up
Disclosure: This article is sponsored by CURVE.
Eurovet Americas, CURVE show’s parent company, celebrated their milestone 10 year anniversary this year with an exceptional show, a gala dinner, and integration between digital technology and the lingerie industry that has been long overdue. Taking place over February 27, 28 and March 1st, this season’s CURVENEWYORK saw a buyer attendance of 6% from the same show last year, reflecting a more positive and upbeat mood in the lingerie industry.
More than 50 new brands attended CURVENEWYORK for the first time, including Audelle London, Berkshire Blanket, Bijoux Indiscrets, Chalmers, Colette and Sebastian, Hot as Hell, HOM, Les Jupons de Tess, Liquido, Liviara, Mayana Geneviere, Mapalé, Miss Elaine, Nudwear, Palmetta, Playful Promises, Siloett, Tadashi Shoji Intimates, Trusst, Trasparenze Hosiery, White Rabbit, South Beach, and Sesoire.
While I plan on sharing my full trend report in a separate, unsponsored post, February’s show was one of the better ones I’ve attended these last few seasons. Even though the lingerie industry is still hard to break into (and even tougher to be successful in), there was a sense of optimism I haven’t seen for awhile. I want to explore why that may be when I write my complete thoughts on the show.
As part of the 10 Year Anniversary celebration, CURVENEWYORK partnered with 7 of their sponsorship partners for a retrospective exhibition at the Javits Center. Visitors discovered bestsellers from brands like Anita, Chantelle, Eveden, Hanky Panky, Leonisa, Lise Charmel, Montelle, Panache, Simone Perele and Wacoal. Also featured was an overview of the top lingerie trends of the decade, written by yours truly.
As part of that digital/physical integration I mentioned earlier, CURVENEWYORK implemented a new lead retrieval service this year as well as an online networking tool and an interactive floorplan. There are over 300 brands and over 3000 buyers at CURVENEWYORK each year, so these tools helped a lot with people finding their way and keeping track of who they spoke to during the show.
Of course, the major highlight this season was the Anniversary Gala. The CURVE/Eurovet Americas team welcomed brands, retailers and partners to a cocktail and sit-down dinner while we were regaled with stories from lingerie industry greats like Gale Epstein from Hanky Panky, Kerry O’Brien from Commando and David Komar from Komar. Other guests of honor included CURVE founders Laurence & Jean-Luc Teinturier, Kenneth Natori from Natori, Sonja Winther from Chantelle, Bob Vitale from Wacoal, Louise Schultz from Simone Perele, Paul Fabrizio from Empreinte, Sandra Jones from Lise Charmel, and Guido Campello from Cosabella.
The gala was also an occasion to gather together for a great cause. All proceeds from the evening were donated to the Breast Cancer Research Foundation. While departing, many people remarked on how tight, close-knit, and communal the event, and therefore the lingerie industry, felt that evening.
Finally, Eveden Fit School, run by the inimitable Frederika Zappe, returned this year to teach guests how to fit themselves and their customers into cup sized lingerie and swimwear. I personally enjoyed visiting Adina Reay, Amoralle, Fleur of England, Bluebella, Loveday London, Paloma Casile, and Va Bien while at the show, and CURVE also included these noteworthy brands in their Selection Guide for the season.
Lastly, the Just For You Program offered an exclusive selection of brands, collections, products and lines available solely for specialty stores. Created in response to the desire of specialty stores to stand out from the crowd, the novel guide highlighted brands who offer products solely to smaller stores to allow them to diversify and offer limited edition product in an ever-increasing market.
All in all, it was a great CURVE show. Here’s to another 10 years!
Photographer Credit: Charles Roussel