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blues with blowout lingerie and swimwear show
Aug '09
What recession? Designer lingerie and luxury swimwear was on display and flying off the shelves at this year's Curve New York 2009 event, which wrapped up on August 4th at the Galleria of the Jacob Javits Center in New York City after a whirlwind 3-day show.

Importers, exporters and buyers of lingerie, sleepwear, daywear, hosiery, swimwear and men's underwear found a lot to be excited about at this year's show, with over 250 international brands represented under one roof. Even a violent rainstorm couldn't keep retailers from lining up outside early on Sunday to see the newest range of intimate fashion.

Hopes were already running high for this year's show long before it began, with pre-registration jumping 20% over last year's event and the attendance of 3,221 visitors was 10% increase over the August 2008 CurvExpo New York show.

Curve, founded in 2007 with a mission to bring intimate apparel, swimwear and beachwear out into the spotlight as a major player in fashion, is in its third year, and already is the undisputed leader the fashion world as the only major trade show of its kind in North America, with a thumbs-up from all the industry professionals stateside and internationally.

A showcase for the best and most exclusive brands from all over the world, Curve NY 2009 debuted the Spring/Summer designer collections for 2010 from brands like Betsey Johnson, Chantelle, Natori and Wacoal in an atmosphere of grace and optimism, despite the gloomy weather and economic climate outside its walls.

On Monday, August 4th specialty boutiques were joined by the heavy hitters, as mega-department stores and fashion purveyors Neiman-Marcus, Bloomingdales, Lord & Taylor, Nordstrom and others got into the act. Many stores made the trip from outside the US, including 50 from Canada alone. The Middle East and countries all across Europe were also represented, for a total international attendance of 11%.

The show proved that luxury underwear is coming out of hiding not only as beautiful designs but as one of the fashion world's most robust resisters of the global recession, even though luxury items is normally an area where shoppers cut back.

In another indication that this fashion segment is bucking the current economic downturn, this year 55 new brands were represented at CurvExpo NY, including Gigo Underwear, LaBella Intimates, and Kenzo and Zielo sleepwear. Sell-out crowds jammed the Trends Seminars presented on Monday and Tuesday by Concepts Paris Design Director Jennifer Kell as she gave the standing-room-only throng of eager buyers and industry bigwigs a sneak preview of coming attractions for Fall/Winter 2010.

The French expertise in lingerie was celebrated at another exciting sold-out show during the event, the first-ever “So French” Mode de France Fashion Show produced by A Suivre and funded by DEFI la mode de France. In all, 80 looks came down the runway, complete with accessories, music and choreography, to the delight of the crowds.

For those who missed this event or who just couldn't get enough, book your flights now: a West Coast show is planned at the Venetian hotel August 31st through September 2nd.

Curve was founded in 2007 to be the premier trade show showcasing intimate apparel, swimwear and accessories as forces in fashion and the fashion industry. Now in its third year, it has become the largest and only event of its kind in North America.

Curve New York 2009

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