News from the USA

Curve New York Expo was back with its highly-anticipated in-person event at the magnificent Spring Studios in Tribeca, August 1-2, 2021, marking the lingerie industry’s return to the intimate space of five-sense experiences, hugs, and handshakes.

With the renewed feel of comradery, international and domestic intimate apparel brands and visitors flooded the floors of the pavilion. Among the exhibitors were well-known lingerie powerhouses including Leonisa, Anita, Chantelle, Calida, Commando, Cosabella, Wacoal (a multi-category giant), and Fogal and Falke (European hosiery connoisseurs). Noteworthy newcomers included fishbelly, AnaOno, Demery Jayne International, memème, Embrago, Effleure, Aspen Dream Co, and KAYLARK. Journelle, a multi-brand lingerie e-commerce platform and a brick-and-mortar boutique, hosted a lavish after-hours party and Excellence Awards ceremony made possible by a partnership between NPD Group and Curve New York.

Craftsmanship, design, innovation, eco-responsibility, ethical manufacturing, inclusivity, and empowerment were just a few of the narratives highlighted by the exhibitors. Here are some of the progressive brands and products that made their debut at Curve New York.

Embrago – Bra-Free Clothing for Women with Curves

Based in Pittsburg, Embrago debuted its capsule collection of tops and dresses which are designed and produced in the U.S. and can be worn without a bra by women with curves. Having combined elements of three traditional fashion categories: intimates, loungewear, and ready-to-wear, these innovative designs can be dressed up or down and worn during the day or night, for work, play, going out, and working from home.

Embargo uses a patented manufacturing method that merges high-end sewing techniques, smart organic textiles, and technical design. The unprecedented integration of tradition and technology provides wire-free, hardware-free, and elastic-free shaping and support for fuller busts — just like a bra — but with none of the discomfort.

“Fashion has trained women to think that pain is the price they have to pay to look good. Embrago is about having compassion for our curves. I wanted to create clothing that would support a woman’s curves securely, beautifully, and gently,” says Karen Poirier, creator of Embrago.

Fogal – Vanguarding the Hybrid Lifestyle

As an expert purveyor of luxury hosiery and the use of natural fibres, Fogal celebrated its centenary with an impressive portfolio of new cutting-edge and eco-conscious products. At Curve NY, Fogal unveiled their most recent sustainable Athleisure and Leisurewear collections made of high-quality recycled yarn Q-NOVA® which works by utilising the warp-knitting seamless technology.

Edouard and Margaux Burrus, a young entrepreneurial couple, recently acquired the Fogal brand and continue to lead the movement of innovation and environmental responsibility. In a short time, they’ve already manufactured eco-conscious hosiery packaging made from cardboard and they continue to invest in long-term research and development of recycled and biodegradable materials.

“Since the acquisition of the brand three years ago, customers have been exceedingly responsive towards high-quality products that combine comfort and fashion and can be worn in a ‘hybrid’ lifestyle – from home office to outerwear adaptive to an ever-so-evolving consumer world,” said Margaux Burrus.

Effleure – Be Your Own Aphrodisiac

Virginia Marcolin, Founder/CEO of Effleure, debuted her luxurious collection of aromatic oil-infused lingerie at Curve NY. The brand features three classic panty styles, a culotte, brief, and G-string which are infused with an enchanting aroma using a microencapsulation technique.

It is well-known that French vanilla and lavender scents are favoured by women while black coconut and dark chocolate are irresistible for men. Seductive aromas become powerful aphrodisiacs when up-close but remain demure in a distance – they are designed to enhance the woman’s scent but to never overpower it. Effleure allows one to melt into the moment of self-indulgence or serve it for two. Each lingerie piece is encased in a luxe cylindrical box and makes a perfect gift, an emotional department store buy, or a quick at-the-register purchase in a quaint lingerie boutique.

Memème – Innovation Is Our Passion

Memème, an up-and-coming lingerie brand based in Ukraine, is an oasis of joy that features popular-priced chicky briefs, thongs, and bra tops in 150 unique prints. The state-of-the-art cold sublimation printing technique increases the longevity of the garments and allows for vibrant colours to withstand 100 washes. It has taken 9 months for the developers to determine the perfect composition of the fabric. At 83% polyester and 17% elastane, it feels like a second skin. Memème quickly gained popularity in more than 20 countries across Europe, South America, and Africa.

Demery Jayne International – Seasonless Wardrobe and Travel Collection

Stacy Ashley Christensen, the creator behind the collection, unveils a new range of swim separates called Bellezza which is offered in six invigorating shades. Signature chic silhouettes, smart fabrics, and nickel-free elegant hardware highlight the DJI’s ethos. The SS22 swim capsule is the highly anticipated continuation of the brand’s original wardrobe collection consisting of 16 one-of-a-kind trend-setting lingerie, swimwear, and ready-to-wear items that are perfect for travelling anywhere in the world.

Only Hearts – Love Is The Force

Helena Stuart, the founder of Only Hearts and the heart of the brand, is the intimate apparel industry icon who trademarked the term “innerwear as outerwear” back in 1981. She refers to her three charming boutiques – two in New York and one in Los Angeles – as “shops of the shameless romantics.”

98% of the collection is designed and made in NYC using Peruvian cotton and embroideries that originate in India in support of the local Indian artisans. Her latest capsule collection features mycelium as a symbol of interconnectedness which is depicted in the custom-made mushroom all-over lace design as well as the print.

Elila – A Master in the Theory Of Bra-lativity

If you are on the hunt for an affordable and masterfully designed, constructed, and handcrafted bra for full-figure curvaceous goddesses, Elila is your best bet. Ellen Jacobson, the CEO/Founder and lingerie expert for over 30 years, has mastered the science of the bra.

Delicate French-inspired lace, embroidery, and microfibres are used throughout her collections to provide a touch of elegance and femininity to the engineered support and design of the garments. The brand has also been a pioneer in the market as it introduced seasonal colour palettes to key collections, offering the full figure woman with I-definitely-want-to-wear-that colour in sizes 34-54 | A-O cups as well as matching panties.

Va Bien – Luxurious Eco-Consciousness

Va Bien, a luxury lingerie collection showcased at Curve NY, features delicate lace and airy tulle embroidered in Austria. “This capsule is inspired by paintings of Henri Rousseau and reflects our fascination with nature and eco-responsibility. All pieces are ethically manufactured and crafted using recycled tulle,” explained Gregory Gimble, Creative Director, Va Bien.

The brand’s core collection, which is comprised of exquisitely structured shapewear essentials, now extends into delicately sheer lingerie pieces that follow the best traditions of French corsetry.

The super-luxe loungewear vignette was recently added to the assortment. Created by mixing organic cotton yarns in various natural colours for a subtle heathered look and supple hand feel, the collection consists of the robe, long-sleeve tee, tank, harem pant, and boxer.

AnaOno – Sexy and Sensual Lingerie for Women with Breast Cancer

Dana Donofree, the CEO/Founder of AnaOno, established her lingerie brand in 2013 after being diagnosed with breast cancer and having undergone a mastectomy. From the first breast cancer bra launched online in 2014, the brand has evolved into a sanctuary of wellness that empowers women on their way to recovery and enables them to feel both feminine and sensual.

All pieces are designed to include kind-to-the-body elements and to evoke a sense of romance and sexuality. The latest special style, presented at Curve NY, is a lacy flat bra for women with a double mastectomy. “We dress all the boobs because we are a boob inclusive company,” says Dana. A lounge range crafted in the softest Modal was particularly noteworthy.

Evolution Concept Trade Show By Samantha Chang

From the bustling and exciting exhibits at Curve NY, we headed uptown on Madison Ave to check out the first in-person event of the Evolution Concept Trade Show organised by Samantha Chang. Domestic and European brands unveiled their precious SS22 collections in a quaint intimate setting. Established lingerie brands like Laurence Tavernier, Parfait, Huit8, and Pluto, showcased their craft side by side with promising startups.

An exclusive Starlight room housed brands that were unable to attend in person. Among them were Studio Pia, an exquisite vignette of ‘lingerie with a conscience’, Evelyn and Bobby, a range of cutting-edge patented undergarments, and luxury brands Deborah Marquit, Murmur, Ambassador, and Raine & Bea.

Entos – Dreams Dressed In Pure Silk

Fernanda Mena, a young and brilliant designer and one of the rising stars in the intimate apparel horizon, presents her first 100% silk luxury range under the Mexico-based lingerie brand Entos. Fernanda is known for her unconventional use of lace and tulle to craft crossover pieces that provide lingeriestas with multiple wear opportunities – one example is her filigree patchwork bomber jacket, a renowned bestseller.

The Little Bra Company

Created for petite and smaller-framed women in 2007, The Little Bra Company now has 21 bra sizes starting with 28A. After all, “good things do come in small packages!” says Designer and Founder Emily Lau. Today the company offers a full intimate wardrobe for the petite customer. Each of their bras has a thoughtful design element intended to uplift one’s spirit.

Adrina Dietra – Luxury Powered By Earth

Adrina Dietra showcased two distinct collections: a focused range of made-for-the-goddess lingerie creations in 100% silk mesh and a derived-from-the-Earth decadent apothecary line. Her boutique is situated in Ithaca, NY, is LGBTQ-friendly, and serves as a hub for hard-to-find ‘speciality’ undergarments. Adrina strives to provide items that are missing in the world of lingerie and are size-inclusive.

The Future

The Curve New York and Evolution expos have become catalysts for transformative experiences, learning, and discovery. For me, these are places to meet with dear friends and make new ones. I hope to uncover an array of new-wave lingerie brands with the mindset of innovation and bio-economy at the next cycle of trade events scheduled for February of 2022.

Until then…stay inspired.

Written by Asi Efros (USA correspondent)