Here are the brands to watch at the biggest lingerie trade show of the season.
Per the Beach Boys, summer means new love … stories. Something to that effect. It’s the same for intimate apparel this season. One of our favorite newcomers from the winter trade events, a little brand from Amsterdam that is about to strike it big called LoveStories, is showing again at Mode City, which kicks off in Paris on July 5th.
Fashion-forward, finely crafted and fully realized (the three F’s), LoveStories was a major revelation at the last show. The brand opens its first boutique in “De 9 Straatjes” this summer, and the line debuts in 15 countries this fall. LoveStories is poised for greatness. The same may be true of a few other brands making their first appearance at this key intimates trade show. Here are ones to watch out for.
The imagery and garments from this French brand are at once nostalgic and modern. Models simply clad in all-white underpinnings make for a haunting spread that recalls the acid-clouded surrealism of 70s epics like Satyricon and Holy Mountain. And that’s enough to pique our interest.
This Colombian brand is probably generating the most pre-show buzz. And for good reason. Beyond its thoughtful silhouettes and vibrant prints sourced from local artists, Naja is also garnering attention for its charitable outreach: Every purchase gives back to women in need through a program that aids single mothers living in the slums of Colombia. Empowering from the inside out.
Frolicsome, unassuming, sexy and special, La Nouvelle brings a youthful spin to that ideal of effortless elegance that seems to elude all but the Parisians. Its bio rattles off references like The Virgin Suicides, Jane Birkin and Marianne Faithfull. This is a brand that knows itself and gets it pretty right.
Love seems to be in the air, as well as the 60s. Loveday adds to London’s reputation as the capital of bondage-cum-fashion lingerie—in fact, its tagline is “hardcore romance.” There is something new here, though, in the form of powder puff colors, bountiful frills and curlicue laces. It’s a cerebral take on the over-the-top babydoll sweetness of the 60s, laced with a little leather and latex.
See you at the show!