The 2019 CURVE Expo Was Actually About…Curves?
The annual CURVE Expo returned to New York City this year with a special focus on body inclusivity, among other themes.
The show’s events included panel discussions such as “Inclusiveness and Intimate Apparel” and “Build Confidence” with plus-size model and winner of Project Runway Liris Crosse, and a fitting workshop.
This year’s expo hosted over 250 brands, including Chantelle, Cosabella, Monique Moran, Studio Pia, Undress Code, Bordelle and Maison Close. The expo also featured several “body-positive” brands, including Parfait, Panache and Curvy Kate.
Eurovet Americas — the company that produces the expo — focuses the event on cultivating and creating relationships between brands and buyers. The CEO, Raphael Camp, commented that the 2019 show had the highest attendance of any so far.
“We received positive feedback that new and established brands alike made impactful business relationships and secured substantial orders,” Camp said. “All exhibiting brands, buyers, sponsors and press partners made this season truly memorable. It’s fulfilling for me and the team to provide the best possible environment to create connections between all members of the intimate apparel industry.”
Lingerie and swimwear represent two huge markets within the apparel industry, generating an estimated $15 billion by 2021 and $3.8 billion in 2019, respectively. For CURVE, part of staying relevant in huge markets is adjusting to evolving consumer demands, such as body type inclusivity and transitional pieces.
“We’re seeing the rise of hybrid brands — the lines between inner-wear and outerwear are being blurred,” Camp said. “Lingerie and swimwear items are crafted in materials that artfully transition from the boudoir or pool to the nightclub or music festival.”
THE BIGGEST THEMES WE SAW:
Lingerie Highlights
The regular run of lingerie spanned a variety of themes, from Undress Code’s “elevated athleisure” to Leonisa’s “everyday luxury.”
Some brands, like Bohomoss, marketed towards bridal buyers, while others, like Lisa Charmel, appealed to buyers’ sense of nostalgia with “retro is back.”
While many brands stuck to lace, silk and classic lingerie designs, others tried to bring sex appeal into garments that work outside of the bedroom.
Larissa Kate embraced the growing demand for inner-turned-outerwear with a soft slip dress. Versions of She (V.O.SHE) also created a “washable satin” apparel set with a breezy feel.
Bondage
Another big trend this year was to lean into BDSM — specifically the “B” part. Bondage themes, like ties and chains, appeared in a number of edgy looks from Bordelle, DTSM, Mila Krasna and Elissa Poppy. While some pieces incorporate strappy overlays and mesh cutouts, others evoke images of body armor or chain mail. This trend added a little kink to balance out some of the softer lingerie items.
Body Positivity
As socially-conscious consumers express a need for body diversity and inclusivity, brands like Gossard, Parfait, Panache, Curvy Kate, Elila and Elomi are stepping up to fill the demand. These brands highlighted alternative sizing and celebrated a variety of body types. Many of these “body positive” items tended to be fun and flirty, utilizing polka-dots, florals and brightly-colored lace.
