August 2017 will see the launch of a brand new area for lingerie, swimwear, activewear and intimate apparel at Moda, the UK’s largest trade fashion exhibition, whose summer edition takes place at the NEC, Birmingham from 6-8 August.
Moda Body/Active will also pick up on the growing ‘wellness’ trend, featuring live content to showcase ways in which innovative retailers can cater for the growing number of customers for whom health and fitness is now part of their everyday life and everyday wardrobe.
“There are now so few boundaries between the intimate, active and everyday wardrobe, and we’re going to be reflecting that with a brand new area at Moda for August,” says Moda’s Penny Robinson, who will be heading up the Moda Body/Active area. “Activewear has been one of the biggest stories in fashion for the last two years and is already part of the Moda offer, but going forward we want to create a concept where lingerie, bodywear, swimwear and activewear can all be seen in the broader context of fashion and lifestyle.”
Moda Lingerie & Swimwear, which since February 2016 has run as a separate event alongside the other Moda shows, will now no longer take place.
“Since the launch of Moda Lingerie & Swimwear back in 2010 we’ve continued to adapt the event to the needs of the intimate apparel industry, and in 2016 created a completely separate show environment for the sector,” says ITE Moda portfolio director Nick Cook. “As the industry has changed however it’s become clear that this format no longer suits the requirements of many of the show’s core brands, and we’re therefore excited to be launching a new concept in which this vibrant sector of the market can be integrated into the broader Moda event.”
With close adjacencies with Moda Gent, Moda Body/Active will also feature an expanded range of men’s swim and underwear, targeting both specialist stores and menswear independents. Product from across the Moda Body/Active offer will also feature on the Moda catwalk, which moves to a new location adjacent to the womenswear, menswear and body/active areas of the show.