Trade Season 2014 - Lingerie Edit London
Posted on 18 January 2014
I always look forward to this time of the year, Christmas is over and we're still warm in the glow of positive thoughts & energy about the New Year ahead and all it has to offer. In the lingerie industry it's the time to clear out the old with Winter sales and time to look forward to the Spring/Summer collections coming into the stores. More so the anticipation of the season ahead and the relevent trade shows that entice with a feast of beautiful lingerie, loungewear and seduction apparel, from all over the world. For London, 2014 began with a brand new lingerie event, called the Lingerie Edit. This 'intimate showroom' event took place at the Metropolitan Hotel, Park Lane on 14th & 15th January. It was organised by APM Agency, ' the premier lingerie and swimwear agency in the UK,' and headed by the very lovely David Finlayson. Lush oriental blues and sun drenched limes from Beautiful Bottoms - heavenly![/caption] The showroom showcased the AW14 collections from UK and International luxury lingerie brands including Damaris, Beautiful Bottoms, Holloway Smith Noir; (which we'll be introducing to our selection at Beautifully Undressed very soon) Crystal encrusted pasties from Holloway Smith Noir Bluebella, Fifi Chachnil, Maison Close, Madam Super Trash, Lascivious, Love Claudette, Dirty Pretty Things, Gilda and Pearl amongst others.
Soft pink hues from Parisian designer, Fifi Chachnil For its first outing the event was sponsored by industry brands including the fantastic (and one of my go-to lingerie blogs) Lingerie Stylist, business PR and marketing guru's for the fashion & lingerie industry, Calico Ventures and the delicious confectionary Drop Dead Chocolates. With a line up like this, in the location of The White Room, (right next to Nobu) I was expecting a really special event and I wasn't disappointed.
Damaris, of course! It was certainly 'intimate' but for me this was perfect - not at all intimidating (I've been to a few that one just feels engulfed by everything). It was great to see friendly faces, new and old - an opportunity to catch up with everyone as well as really take in all the collections. It really was a lovely event, so much so that I attended both days which meant I was able to take my time and look through the collections and speak to the designers and brands representatives about the new designs. This process is crucial to any buyer, as these discussions go someway in helping with the choosing of the collections for the coming seasons.
Delicious Gilda & Pearl[/caption] There were a few new brands and so an excellent opportunity for me to introduce Beautifully Undressed to them. One such brand was eLai London, the brain child of lingerie designer Eva Lai, who I'd mentioned as one to watch in an interview last year for Lingerie Insight Magazine. We'd been talking on Twitter since that article, so it was so nice to finally meet Eva and to see her wonderful AW14 collection, titled 'Constellation'. A futuristic take on casual luxe with 'feminised' masculine elements which she describes as "an empowering narrative that is heavily science fiction themed, with a 90s Hip-Hop influence, by embracing “Sport-Lux” and applying to intimate apparel preserving comfort and confidence... that makes women feel powerful and confident about their body."
Eva Lai of eLai London[/caption] The more established, but always super sexy brand Dirty Pretty Things, headed by the ever so lovely Claire Merry saw the Lingerie Edit as a platform to not only showcase their fabulous AW14 collection, 'Inspired by glamorous Amazonian 80’s icons and rock ‘n’ roll groupies...hinting at days of disco-mania and indulgent after parties'.
Sneak peek of Dirty Pretty Things AW14 - Lennox But also launch their new diffusion range, 'Flirty Pretty Things', a flirty, playful and more affordable take on their sophisticated sister brand. With prices starting at a desirable £5 - £35, Flirty Pretty Things will definitely prove attractive to younger audiences, who've coveted DPT's edge but may not have been able to afford this super luxe brand. It launches first on ASOS in August this year and there after will be offered to other retailers. We'll certainly be looking at stocking this range at Beautifully Undressed, so stay tuned!
Flirty Pretty Things metallic set was a favourite of mine! Another favourite exhibiting was US-based brand Love Claudette. Headed by designer extraordinaire Bok Goodall, it was so nice to see the latest collection from this fab brand that's all about 'Sensational colors and styles with amazing fit' celebrating all curvaceous women! Fresh notes from Love Claudette
] Maison Close's ever so sexy laces seduced me, highlighting that we shouldn't wait till Valentine's Day to bring out our inner vixen. We'll be expanding on our selection from Maison Close with some delicious pieces and additional frippery in time for Valentines.
I think it's clear that I thoroughly enjoyed the first offering from this fledgling lingerie show. Lingerie Edit was carefully curated, with a selection that really honed in on brands that encapsulate the ethos and passion for luxury lingerie, that we have at Beautifully Undressed. Furthermore, it was positive for me to see Beautifully Undressed being recognised by the lingerie brands as an important lingerie destination that they wish to be part of - after just 1 year in business, this was quite special to observe. So it has certainly put me in good stead for the next event in the diary, Salon International de la Lingerie taking place next weekend in Paris... Here we come Paris! :) xx