The Lingerie Edit Trade Show: Brands to Watch

At WGSN our editors are on the ground everywhere from key trade shows, to exhibitions to new launch events.

This past weekend our Intimates and Swim editor Katie Atkinson attended The Lingerie Edit, the UK’s only premium intimates trade event, a hot spot for everyone in the industry from editors to buyers.

At the event held at The Savoy, London, three clear key brands made their mark:


Perfect Smoothy


With the introduction of new brand Perfect Smoothy, we see the American Apparel gap in the market filled with simple, flattering, non-intimidating shapewear.

Soon to be seen in Topshop this brand started from a dress label, after constant demand of slips were voiced.

The collection comes in not only black and nudes, but a few chosen fashion colours including awesome gold and silver Freddie Mercury style jumpsuits to dress up your gym gear, or slip under your layers.


Hot As Hell

Hot as hell

Those of you who don’t already know Hot As Hell – get Googling. This LA brand creates lingerie and swimwear in sexy styles for all ages and sizes, and is ethical and sustainable. *Praise hands emoji*

Involving digital printing to stop 95% water waste, and co-launching EFL™ (Extended Fabric Life) an innovative, eco-friendly, performance fabric, this brand is a one to watch for sticking two fingers up to the previous production routes littered with eco-waste, whilst giving your drawers a burst of L.A. coolness.


Loveday London

Loveday London

Appearing as a new trend in the luxury sector, brands such as Studio Pia and Loveday London are opting for quality production within the UK, over mass production abroad. And the results are beautiful.

‘Hardcore Romance’ as their signature, Loveday London offers a collection of seductive feminine pieces personally signed off with a touch of the founder Luisa’s spirit.

The new collection features a black lace gown to die for and a silver bra that must be worn over a white tee so no one misses it.

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