Previously timed alongside the intimate apparel tradeshows, October marks a shift as the first time the event is placed within Fashion Week season. Taking place shortly following Paris Fashion Week, the move optimally times shows for maximized press attendance and coverage as well as further aligns the event with the greater fashion industry. Lingerie Fashion Week® Founder & Executive Producer Lauren Rich explains: “We are very pleased with the decision to move the event in line with Fashion Week season, in a further effort to achieve our core mission of merging the lingerie, fashion and creative communities. We want to bring lingerie out of the niche it is so often cast into and elevated to the forefront of the greater fashion playing field. The new dates truly optimize the event for powerful publicity results at a scale even greater than previous seasons.”
The move also ushers in unique potential for participants to showcase current season offerings as an alternative to next (SS15). “As we are also now timed just in advance of the Holiday season, we do expect to see a higher volume of participants showing same-season to take advantage of an immediate Holiday sales push.” Rich projects. Presenting newfound versatility, the event is now optimized to not just brands but also retailers and other direct-to-consumer platforms who may want a publicity push just before Holiday.
Runway or Presentation still stand as core ways to show, or participants may elect a combination of both. Group options are also available including a Made in the USA Runway Show and the return of the Ones to Watch Special Exhibition, both specifically geared towards emerging and independent designers. Ones to Watch is additionally ideal for international brands or those unable to attend on-site, as participation can be executed remotely. Alternative marketing opportunities and sponsorships are also available in lieu of a show.
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