Curve NY® announced the winner of the competition held in collaboration with Wonderland. Ten brands were chosen as finalists from those that applied in July through the Wonderland show in London. Each brand was displayed on a mannequin over the three day show in NYC. Buyers and visitors were invited to vote for their favourite brand (after scanning a bar code and reading about each brand).
Curve NY® Raphael Camp said:
The Wonderland x Curve collaboration bought a whole new dimension to the show, and our buyers expressed great interest in discovering emerging British talent. We are delighted to have partnered with London’s vibrant new destination show”
Ms A London – voted overwhelmingly as the Winner
Underlines is delighted to announce that the winning brand is Ms A London – the concept and creation of Underlines’ very own Bok Goodall! Congratulations!
Ms A London’s Winn Austin in fit session at Wonderland.
Wonderland said:
We are beyond thrilled to announce Ms A London as the winner of the Wonderland x Curve NY competition! Her mission to deliver perfectly fitting, beautiful and exquisitely constructed intimates for all is inspiring. The fitting journey Bok has undertaken is one that has never been addressed and is so important for today’s evolving consumer.With the collaboration with Curve NY we wanted to establish a platform to champion the innovative talent from emerging designers in the UK and give them an opportunity for international exposure. The buyers at Curve NY have spoken – and shown that there is a huge appetite for the designs coming from the UK.Congratulations Bok, We are so proud of Ms A London and are excited to see your booth in New York in February 2025!”
Ms A London founder Bok Goodall commented:
We are incredibly humbled to be selected as the winner of the Wonderland x Curve NY competition. This represents more than just a recognition of our work—it’s a powerful statement that our industry is ready to embrace and celebrate diversity in all its beautiful forms, buyers know that they have this customer and want to show that they see and love this customer and support them in a tangible way.We are not about creating ‘other’ we are about creating visibility and equity, and leaving no one behind. This is a step toward a world where everyone, regardless of gender identity, can find lingerie, swimwear and solutions that makes them feel seen, valued, and beautiful, and for the first time is developed to fit their body, giving support, safety and comfort in a way that to date hasn’t been offered.Thank you to everyone that voted this is such an honour.’
The Line-up of Finalists 2024
