MELBOURNE: The next generation of intimate apparel brands have been invited to bare all at Fashion Exposed next month in the hope of being picked up by Australian retailers.
Organisers of the bi-annual trade event have this year created a dedicated intimate apparel and sleepwear section that will shine the spotlight on a range of new brands hoping to make their mark on the cluttered market.
Fashion Exposed business development manager Elissa Duke said the intimate apparel section represented an exciting growth area for the event.
“We’ve created this dedicated section after listening to customers from both sides. There’s a lot of interest in the intimate apparel market and the reaction has been fantastic.”
Duke hopes Fashion Exposed, which is running in Melbourne from August 30 to September 1, can grow the intimate apparel section over the coming years, pointing out there is no other dedicated intimate apparel show in Australia. She said this represented a growth area for the show.
“We’ve worked hard to get good labels on board for this inaugural event. Intimate apparel represents an exciting area of the Australian fashion industry.”
The new section will feature loungewear, intimate apparel, sleepwear, lingerie and relevant accessories. Leading brands to dominate the burgeoning shapewear sector will also feature.
Intimate apparel labels to be showcased include Pyjama Queen, Pickles & Loop, Misoh, Gala Bras, Under Her Lingerie, Emma Knieriem and Cabaret Doll. Maternity collections from up and coming brands Cake Lingerie and HOTMilk will be modelled alongside established labels such as Berlei, Playtex, Maggie T and Hestia.
Fashion Exposed will also feature live look books this year, which will pop up in five minute spots in a bid to attract the eye of passing time-poor fashion buyers.
The event will feature around 600 exhibitors and is expected to attract thousands of visitors. Fashion events Preview, The Shoe Fair and the Bags & Accessories Fair will run concurrently.