August 2017 will see the launch of a brand new area for lingerie, swimwear, activewear and intimate apparel at Moda, taking place at the NEC, Birmingham from 6-8 August. Moda Body/Active will 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 are 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. 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.
