Object of Desire (OOD) at Curve NY is shaping up to be a spectacular showcase of new and emerging talent, with an expanded roster of brands redefining what modern lingerie can be. Confirmed brands for February 2026 include Coco de Mer, Ms A London, Rolling, Ciso Atelier, Somewhere Never, Soreil Lingerie, Springrose and Figure with additional names to be announced in the coming weeks.
This season, curators Molly Jayne and Bok Goodall have turned the traditional concept of “object of desire” on its head. While OOD continues to spotlight beautiful, covetable brands, the curators have broadened the lens to include designers who create for customers who have yet to find lingerie that truly reflects their needs and desires. This includes adaptive lingerie innovators, post-implant and post-surgery specialists, and designers like Ms A London, whose collections celebrate inclusivity, comfort, and confidence without compromising on style.
Desire isn’t one-size-fits-all, We curated a mix that reflects the breadth of our industry – designers who innovate, disrupt, elevate, and quietly refine. OOD is a space where every type of brand can stand in the spotlight.” says Molly Jayne, co-curator of Object of Desire.
All Object of Desire brands will take centre stage on the Curve NY runway and will be showcased at a dedicated retail partner event at Journelle Soho on Saturday, January 31st, with placement both in-store and on the Journelle website. In an exciting first-of-its-kind collaboration, participating OOD brands will also be available for sale through Journelle, offering remarkable visibility and the chance to connect directly with shoppers at one of the world’s most influential lingerie destinations.
This partnership marks a major milestone for OOD and Curve NY, providing emerging designers with a unique blend of industry exposure, retail access, and meaningful consumer engagement.
Object of Desire at Curve NY continues to champion creativity, innovation, and access, making it a must-see destination for buyers, press, and lingerie lovers around the world.
For more information or to attend Curve & Object of Desire please head to the website.
