swimwear lingerie hosier y

Issue No. 109
August 2011
Price £10.50/g15.00
SWIMWEAR
LINGERIE
HOSIERY
Open your door
to Gossard
MODA
HURLEY
AUGUST 2011 – SPRING 2012 COLLECTIONS
MODA LINGERIE & SWIMWEAR will open its
doors to more than 200 intimate apparel
and swimwear brands on August 14. With
an expanded area dedicated to designer,
premium and niche brands, rechristened
Moda Rouge, and a line-up of industry
experts delivering a free retail business
seminar programme, buyers will need to
plan their time to the minute. Jane Garner provides a comprehensive overview
of new brands at Moda & Moda Rouge, the
Latvian selection and of course all the
ranges of lingerie, nightwear and swimwear with an update on the men’s collections – phew!
NEW TO MODA
AZURA AUSTRALIA
Always envied the relaxed confidence of
the sun-drenched Australian lifestyle? Azura
Australia swimwear launches into the UK at
MODA promising to deliver just that - plus
comfort, confidence, fit and style for British
women.
This Australian collection, working
with managing agent Stewart Gates, has
promised UK retailers media support, POS
materials and a brand website. This provides
pictures shot by leading Australian fashion
photographer Nicole Bentley and starring
the face of Azura, model Pania Rose.
For 2012 vibrant florals and stunning
prints work in citrusy shades, combined with
classic core silhouettes. Specialists in cup
fitting swimwear, the brand covers smaller
sizes through to F cups. Azura RRPs from: bra
top £29, brief £22, one piece £75.
BAKU & GINJA
Baku makes its UK trade show debut under
the Elite Swim banner, targeting independent
retailers, etailers and large department
stores.
Baku, ‘all about style, sophistication and
the perfect fit…’, reveals an explosion of
exclusive prints, developed in-house, infused
with colour and energy, complimented by
inventive silhouettes. Baku uses the highest
quality fabrication available and circular knit
microfibres which ensure a luxurious soft
and silky finish. RRP: £90-£130 per one piece
or set (sold as separates).
Joining ‘big sister’ Baku is Ginja
(pictured) - the young add-on again targeting
independents, etailers and large department
stores as well as current Baku stockists.
Ginja is all about ‘youthfulness, fun and
fabrication’, using silky soft microfibre from
Italy offering clarity of print and boldness of
colour. RRPs £90-£120.
CHRISTIAN LACROIX
A new partnership with Palmers Lejaby puts
the Christian Lacroix lingerie and beachwear
collections centre stage at MODA.
Famed for its dramatic costume-like
fashion creations and intricate detailing,
the house of Christian Lacroix unveils
Mantille lingerie - Chantilly lace, pleated
tulle, striped silk and soft carnation shapes
- contrasting with Paseo designs inspired by
the bullfighter’s cape in laser-cut silky satin.
Beachwear uses Vichy checks and a
Provencal flower print, while Riviera looks
work pin-up ruffles and stripes. Swimwear
chic adds jewelled detailing, a casinoinspired print and butterflies.
Hurley, also with Elite Swim, sees Moda as
the biggest platform for brands within the
UK swimwear sector - the ultimate showcase
because it is also allied to the fashion sector.
An authentic beach culture lifestyle brand,
Hurley’s motto is ‘microphone for youth’ and
the 2012 Hurley YC swim collection embodies
all the customer is passionate about through
innovative and trend-right styling, bright
colours, great fit and quality. Introductions
include new convertible styling, updated
silhouettes, and prints from the signature
plaid to contemporary florals and abstracts.
RRP £60-90.
BJORN BORG
You may remember his tennis prowess, but
Bjorn Borg is more famous these days for
his underwear - men’s since 2007 and now
adding women’s from spring 2012!
The brand is showing at MODA which
gives ‘perfect access to our target audience
- fashion led independents and department
stores selling to 18 to 45-year-old guys and
girls who are aware of fashion’.
Both collections are ‘playful, vibrant,
daring and happy sexy’, their women’s range
using brights like lime and raspberry as well
as classic black in designs retailing at £20£25 for men, £15-£35 for women. The brand
has not revealed details but there will be
special offers at MODA. Bjorn Borg will be
showing in menswear and the lingerie and
swimwear sections.
PROTEST
Since its official launch in the UK in June 2009, reaction to design-led, fashion-focused
Protest swimwear has been very positive. The company reports a five-fold increase in both
turnover and the number of doors in 2010. Following a 25% rise in swimwear sales across
Europe, Protest decided now was the time to promote both the regular and their new
Deluxe collection for spring summer 2012 at MODA. The current account base is Harvey Nichols, Debenhams, Surfdome and Simply Beach,
from entry price point mass market retail to on-trend retailers. Protest targets consumers for
the standard collection are aged 18-40, Deluxe 25-50 with RRPs £24.99-49.99 (MODA offer
5% discount).
Protest have a major digital marketing campaign planned through social media, You Tube
etc, as well as regular, high quality product placement PR with major glossy magazines.
The new Deluxe Line focuses on more support, bigger cups, slightly higher bottoms and
a more luxurious feel. Sophisticated, textured fabrics and trims are the hallmarks, with shiny
metal-look buckles and engraved gold, silver and copper beads. Jacquard weaves, striped
Lurex yarns and smocking effects are used in design themes including ethnic and tribal,
folklore, military and exotic floral. VANILLA
Vanilla’s night and daywear collections, as
well as their brand new beachwear range,
will debut at MODA looking for midmarket independent and department store
stockists (10% discount on orders taken at
the show), distributors and agents. They
will also use MODA to define UK customer
needs, colour and style preferences.
The five-year-old Polish collection was
originally made for UK retailers under their
own labels but now Vanilla is seeking new
markets. Promising good quality at a good
price, their underwear (RRP from £19-65)
designs are characterised by unconventional
colour combinations for self assured women
and toned down options for romantics.
They say: “We focus on the highest fabric
quality and production of all elements of our
traditional nightwear line as well as our new
daywear. The two lines combine to create
a well thought through and all-embracing
collection. Following next season’s trends
both ranges are dominated by vibrant
tropical combinations such as coral, pink,
purple, green, yellow and blue as well as
more delicate tones of beige, grey and
salmon, alongside classic black.”
FABA EUROPE
FABA EUROPE from Italy is an exciting new
name in swimwear that’s absolutely brand
new to the UK market.
They say: “We have chosen MODA to
launch the brand, confident that it will attract
a concentration of buyers and industry
professionals, and will be the perfect launch
vehicle for our ambitions in the UK. We see
FABA occupying the middle ground between
high end brands and high street chains
with an exciting range of affordable, stylish
pieces.” 22 underlines
SAVE THE QUEEN! SUN
As recognisable, eclectic and individual as
the fashion collection, SAVE THE QUEEN!
SUN is a brand new swimwear-resort
collection of key pieces from bikinis to
kaftans, tote bags to wedge sandals. Wild
prints, appliqué decoration and a great fit
add up to the perfect holiday wardrobe.
underlines 23
MODA ROUGE
*denotes a new exhibitor at Moda
2Bu*
Truly nude lingerie specially designed for
darker skin tones - 2bU makes its debut
in MODA Rouge in a move designed to
‘establish and strengthen 2bU’s position in
the market’.
They say: “The 2bU collection is
unique in its mission, enabling women to
embrace their skin colour. The variation
of fabric tones and designs ensures that
every woman feels fulfilled, treasured
and beautiful. Our collections will work
for independents, store groups and
e-commerce businesses.”
There is strong emphasis on the dyeing
and development of fabrics in order to
create different tones, a unique system
to develop briefs to suit the fuller buttock
shape, and 2bU offers a range of five sets
to suit small backs with large cup sizes and
large back sizes.
The collection will be launched in three
ranges - Teen, Core and Premium.
RRP per set around £58-£75, special
items such as kimonos in the Premium
range retail at £195.
ALEXIS SMITH*
Especially for large busted women with a
small back size and women with augmented
breasts, the new Alexis Smith collection is
targeting the 18-30 market with an initial
four designs retailing from £13-£34.95.
‘Girly, gorgeous and glamorous’ with
Jessica Wright from The Only Way Is Essex
as the official face of the brand, Alexis
Smith has so far sold only through her
own website, launched in March this year.
Covering sizes 30-36 and cups D-G, this
underwear is made in the UK in the finest
silks. For spring sets are white satin, polka
dots, candy stripes or the LBB (Little Black
Bra) black with a satin bow.
Beachkind’s main collection adds feminine
and playful styles in florals, emerald and
rose hues. New Surfkind is sportier with
interesting cross backs and mix and match
styles for surfing and watersports. The
company retains constant prices, bikini RRP
£55-80, and orders placed at MODA will
receive 10% discount.
CLAUDETTE*
Designed in London, based in LA, fitted by
experts in the UK with more than 40 years’
experience. Now for sizes 30-38, cups A-G,
and larger sizes in future - Claudette lingerie
is ‘aspirational, artisan quality, focused
on fit and fashion’, designed by women
in a company owned and run by women,
launching at MODA because it has ‘an
incredible reputation for being the very best
lingerie show for volume fashion brands’.
Claudette will target store groups and
boutiques with ranges available this year
including Perfect Cotton and Sexy Mesh.
Cool Cotton is available in November, in
white, black or a pretty mauve, with new
colours following for spring, along with
two-tone Sophia in lemon grass-deep sea,
mauve-soft green or coral-eggnog. Brand
RRPs around £25-£49 for bras.
DAMARIS & MIMI HOLLIDAY
BEACHKIND & SURFKIND*
Beachkind debuts at MODA with the
original Beachkind collection plus brand
new Surfkind, subject of a video and photo
campaign shot by surf photographer and
Surfkind ambassador Jianca Lazarus who
will introduce the new range across the
internet.
Beachkind Basico’s simple and elegant
styles use a new Beachkind Tabita fabric luxe in a box for £55 - and colours black,
dusty rose, nudist and crème de la crème.
24 underlines
neon and candy pink are used in pieces
including new bodies and a knicker with
14 strips of grosgrain elastic holding the
derriere together!
Mimi Holliday goes for colour clashes,
lime, bubblegum pink, daffodil, fuchsia,
peach and black as well as polka dots,
leopard and sexy red in seven stories up to
GG cups. There are new products such as a
babydoll, best selling polka dots are larger
in red on white silk chiffon for spring, and a
classic knicker is added to most stories.
Celebrating their first decade, Damaris and
Mimi Holliday make a colourful debut at the
show with an array of bright colours, new
looks, new shapes, and news of a Damaris
film to be released in London Fashion Week
in September as well as a Mimi Holliday
flagship store opening in London next year.
Damaris (pictured) has six new stories
representing a move away from their
signature Swarovski encrusted straps
to shaping and sculpting cuts without
embellishment. Jet black, electric blue,
purple, fluoro tangerine and yellow, plus
DIRTY PRETTY THINGS*
Launched at London Fashion Week 2009
and since then a great success in the UK,
luxury fashion label Dirty Pretty Things
decided to make the move to ‘England’s
premier trade show’.
Due to 100% sell-through of
loungewear in all premium stores, this has
been expanded for spring with wearable
pieces that cross into outerwear.
For the new season, the collection takes
inspiration from the English countryside
with a nod to the Brits’ love of a good rock
and roll festival, with silk chiffon cherry
blossom print kimonos, silk georgette
snakeskin in white/grey and DPT signature
fluoro pink accents. There’s a new padded
thong body for under/outerwear and best
selling Vivian leopard comes in seasonal
lemon and new loungewear babydolls and
slip dresses. The brand also makes its first
move into bridal lingerie with the Leavers
lace Kate collection.
DPT say: “We are a luxury brand selling
to premium stores only and work closely
with all our stockists. For new customers
we will have continual stock for immediate
delivery ensuring they do not have to wait
for spring to stock Dirty Pretty Things.”
Marketing plans include another pop
up shop, hosting a fashion show at London
Fashion Week to showcase the collection,
‘lots more parties’ and continuing to place
product in leading fashion and lifestyle
publications.
RRPs are: knickers £30-£55, bras £65£100.
HOOLA SWIMWEAR*
Hoola, the D+ cup-sized label, launched
in 2005 and at Lyon Mode City - arrives at
MODA. Already stocked by niche boutiques
and larger cup-sized retailers, Hoola has
gained a loyal following amongst slim and
busty fashionistas worldwide.
Again for spring this is a collection
designed to offer flawless fit without any
padding, an innovative aesthetic that
inspires their signature piece - a one piece
bandeau style with a shaped bust and
ruching that conceals a tummy-controlling
mesh panel, for sizes 30-38 D-GG. The
spring palette consists of vintage pastels
in pink, yellow and lilac, vivid florals with
ultra-feminine flirty trims and vibrant
shimmery hues. RSP bikini top £42-£60,
pant £22-£45, suit £65-£105. Orders placed
at Moda receive show discount.
MISS MANDALAY LINGERIE & SWIMWEAR
Miss Mandalay lingerie and swimwear
announces the extension of its size range
from 28-38 B-HH (previously C – GG cup),
adding smaller and larger cups in all band
sizes. Continuing ranges add seasonal
colours: Sejal (Vanilla), Paris (Fuchsia) and
Paige (Lemon/Vanilla). RRP £21-£60 across
lingerie and swimwear.
Their marketing plans include building
on PR with product placements and
editorials in consumer fashion and lifestyle
magazines, not advertising. Recent features
include Company Magazine, Vogue, The
Sun, Stella Magazine and the Daily Mail,
and Miss Mandalay’s new brand website is
to be launched at the end of the year.
KISS ME DEADLY
Kiss Me Deadly returns with news of a
strong social media strategy with over 5000
Facebook fans and increasing video content.
New are a deep pink with black velvet
lingerie set, long line knicker and bralette
in teal and black, and a sheer peach set
with ivory eyelash lace trim in the style of
the Van Doren. Suspenders will come with
matching limited edition fully fashioned
stockings. Continuity lines are peach in the
Vargas Longline Girdle, an ivory Multiway
Vargas Dress and new colours, yet to be
revealed, for the Cherie teddy.
The brand maintains prices at £15£60 with an average markup of 2.5 and
unusually many styles manufactured in the
UK. There is discount for retailers ordering
at the show who pay their deposit promptly.
MEG AT MIDNIGHT*
Aiming for the very highest levels, Meg at
Midnight debuts with a collection retailing
between £500 and £800. For spring the
Chateau Rosé designs are inspired by
romantic pinks and subtle browns, to
be following next autumn by the warm
colours of Spice. Meg at Midnight styling is
‘romantic and playful yet elegant’ and key
pieces are Gallica, a golden halter top and
underwear, and Alba, a frill midriff top and
wrap around underwear.
26 underlines
PLAYFUL PROMISES LINGERIE & SWIMWEAR
Playful Promises has a film noir-inspired
lingerie collection including chemise
sets for 2012, using striking black-white,
magenta and peppermint. Kitty Ivory is a
new range based on Jasmine from AW11.
The swimwear range will include
embroidery, more digital prints and African
tribal inspiration, interpreted through bold
colours and patterns, frills, humming bird
artwork and retro shaping.
Playful Promises continues to be
affordable with briefs starting around
£8-£12, bras starting at £25. The brand
plans a greater online presence, expanding
the online shop and using social media to
spread the word.
Playful Promises is also running a
competition for buyers who place an
order MODA - one order will receive 10%
discount.
SUITE B
PAOLITA
Paolita returns to MODA after buoyant
trading, as MD Joseph Bachman explains:
“We have received an amazing response
from European buyers and we are now
expanding to Australia and the United
States.”
The collection adds new solids while
staying true to the brand’s identity using
signature patterns through jacquard
fabrics. Another addition is a metallic gold
and silver range with a strong oriental
influence. “Our voyage collection which
was so well received last season has
evolved into more shapes complimenting
more body types and using brighter and
bolder colours. We’ve even included a one
piece,” says Joseph. RRP from £52 for bikini
bottoms to £175 for a swimsuit.
Launching officially in Paris, January 2012
targeting the whole European market, Suite
B will be put to the test at MODA aiming for
buyers from specialised lingerie boutiques,
department stores with good lingerie
departments, fashion and concept stores.
They say: “Contemporary women are
at the very heart of the Suite B story where
fashion, individuality, and refinement play
key roles. Suite B provide flirtatious and
affordable luxury, outstanding quality and
workmanship.”
RRPs are £29.95-£49.95 ‘with great
mark up’.
Interested buyers and shop owners
reviewing the line will be able to take part
in a contest to win their buying trip to
Salon International de la Lingerie in Paris in
January.
Suite B’s spring collection embraces
retro polka dots, dot jacquard, and the Free
Love eyelet mesh group with a regular bra,
demi bra, corset, camidoll and long gown is
ideal for brides. The palette remains neutral:
vanilla, black, dove grey and soft nude
combine with touches of red and whisper
pink. New seasonal colours are vanilla white
in Naked Envy and petal rose for Sweetest
Sin.
LINGERIE/
NIGHTWEAR
BARBARA
The new 156 collection, inspired by looking
into the archives of Barbara’s 74-year
heritage, is shapewear with a modern
twist, with contrast stitching and voile
highlighting modern silhouettes in control
briefs. Four new lingerie collections use
microfibre and cotton, cup sized to G. NOS
has been updated with new fashion colours
and seasonal colours include cyclamen,
emerald, sapphire, bronze and silver.
Exhibitor stands that are presenting both
swimwear and intimate apparel are in
the subsequent part of the preview (page
onwards)
AFFINITAS INTIMATES & PARFAIT BY AFFINITAS
Affinitas is launching a social media
campaign for SS12 including high volume
giveaways and contests targeting UK
consumers. Affinitas Intimates introduces a
new range of soft, feminine looks and a
new packaged panty. Styling takes in off
white-floral embroidery, a pale pink-opal
grey partnership, lace, ruching, ruffle and
delicate bow accents, sheer cut-out panels
and gingham in baby blue or petal pink. The
bridal group adds a new garter belt in shiny
ivory or black. RRPs bras/camisoles £25-35,
panties £10-20.
Parfait by Affinitas presents fun, flirty
looks from six new groups such as retro
glam, including a high waist brief and
underwired baby doll dressed with a crystal
drop, Hot Pink dressed with embroidery
and tassels, and all-over floral patterns, one
featuring a crown jewel embellishment.
There’s a sporty element in baby blue and
silver, plus menswear-inspired Kimberly’s
pinstripes. Seasonal colours come in Honey
(Petal Pink), Kelly (Baby Blue), Fiona (Ivory
and Black). RRPs bras and camisoles £30-40,
panties £10-20.
MODA offers: free shipping on orders
over £100, free packaged panty pack
as gift (worth £20 retail) for every £300
order at the show, free packaged panty
pack plus 10% discount for orders of
£500 or more written at the show.
28 underlines
ALTEREGO
With two new brands, record sales, no
minimum orders, a free drop-shipping
service for some collections and a huge
number of new lines from confirmed
favourites, the Alterego team is looking
forward to a busy show.
The latest additions to the portfolio are
sister brands Bassaya and Passion from a
company in Poland which has won five top
design awards in Europe for innovation and
quality. Designed in-house and produced
in their own factory, both collections use
materials sourced in Italy and France and
come attractively boxed. All best selling
designs will be stocked in the UK.
Bassaya offers high quality, flirty
boudoir wear wholesaling from £7.50£16, while Passion presents nightwear and
playwear, wholesale £4.06-£16.
Beauty Night’s glamorous nightwear
generates lots of repeat business and each
item comes with an organza bag.
Famous for a perfect fit, C o r i n
(pictured) lingerie caters for sizes up
to G cup and from 28 back, with up to
four brief styles per range. A large range
of continuous stock is held in the UK and
the Polish brand continues to use French
and Italian fabrics from suppliers such as
Romatex and Eisenhut.
Gracya, designed by a famous wedding
dress designer, has established a firm
foothold in the British bridal market, seeing
massive growth in 2010. All products are
held in stock in the UK and dispatched
within 48 hours.
Irall will again reveal lovely new colours
and elegant designs in sumptuous satins
and cotton - adding playwear pieces to their
nightwear and loungewear selection. All
best sellers are stocked in the UK and Irall
is popular for Christmas and Valentine gifts.
Beautifully packaged and priced for
good mark-ups, French brand Provocative
will reveal several new lines including
raunchy new body stockings and their
Beyond Heart collection.
Roza, also presentation boxed and with
many lines interchangeable, announces
several new series including Alegra in greypink and lemon-purple alongside everyday
Penelope in black or white, plus four new
briefs, adding to a wide choice of single
briefs, in black or white.
Alterego say the new V.I.P.A. collection
is probably the best yet, ready to meet
growing demand for designs made to the
highest European standards. Available to
pre-order but with no minimums, some
stock is held in the UK. With huge variety
and accessories available, V.I.P.A. is known
for funky design and great window
presence.
Wolbar briefs, individually boxed in
‘letterbox’ size packaging already offer
more than 130 styles of brief and thong,
but now add the Eco collection in pure
cotton. There is a special offer at MODA a free light-up display stand free with an
order of £500 or more.
AUBADE
BRAVADO
Bravado has decided to bolster the brand’s
consumer presence in the UK by hiring
Bump PR, specialists in the maternity and
baby sectors, to increase their presence
online, using well known review sites
and carefully picked bloggers, parenting
consumer press and the news media.
The brand has already announced
two limited edition colours for the worldfavourite Body Silk Seamless Maternity and
Nursing Bra – poppy red and teal blue,
in stores early August, and these will be
followed by a sultry new black/purple shade
for the Sublime Nursing Bra.
There will be no change in pricing
for 2012 and customers will receive 5%
discount on orders placed at MODA.
BERLEI
Berlei is focusing strongly on its sporting
prowess for spring, continuing with
the Berlei academy and linking with
professional athletes.
The line-up for 2012 includes the
Supreme Fit wires bra, soft cup bra and
deep brief, offering support for a fuller
bust, a running brief and non wired bra, the
Move X yoga short and top with a unique
racer back panel for better posture and
support, as well as Move X socks. In the
Berlei Fresh range there is a running sock
and the Berlei Fresh Boxer with Lycra fresh
fabric to help keep the body temperature
down.
New colours in continuing styles are:
Berlei Running bra and brief (electric blue)
and Move X crop top (white). RRPs £7-£45
and Berlei is offering show discount.
CHARNOS
Inspired by Sixties’ style icons, Charnos
adopts a sleeker look, rich colours, botanical
prints and luxurious fabrics and trims.
There are two new everyday collections,
Layla’s super soft paper-touch fabric and
corded embroidery on Harmony, dressed
with a chocolate box bow and diamante
on shades of lavender. Cherub’s autumnal
ruby is followed by soft coral for spring, Mia
returns in graphite and new to Superfit are
Rosalind’s textured floral matt-shine stretch
lace full cup bra and deep brief.
CLEO BY PANACHE
CHANTELLE
Hungarian model Eniko Mihalik is the face
of Chantelle for the second season. New
lines include Sexy Shaping in black or nude,
using the brand’s know-how, nylon knit,
flat lace and stretch semi-opaque tulle in a
full range that ‘meets a universal feminine
need to slim the figure seductively, with full
invisibility’. Sexy Saint Germain in milk, nude
and sea green uses an exclusive lace and
embroidered multicoloured tulle, Tuileries
adds an exclusive tulle in white or marine
for every day and Eternelle is a smooth
strapless bra up to an E cup – perfect for
brides.
Seasonal colours: Masculin/Feminin
(Milk), Icone (Peony and Tropical Blue)
Rive Gauche (Indian Ocean), Haute
Couture (Milk/Rose), Eternelle (Indigo),
Cachemire (Jeans) and Bastille (Blue/Linen),
RRPs bras £36-£62, bottoms £25-£38.
Cleo by Panache opts for dazzling colours in
unusual combinations for spring. Spot and
contrast embroidery, red, aqua, grey, coral
and paisley join together in tribal, animal
and blurred floral designs. Ariana is a new
darted balconette shape with dramatic
zigzag embroidery on the cups, Mischa the
new improved plunge bra up to H cups.
Seasonal additions are: Lucy (yellow), Jude
(red with pale blue trim), Juna (nude-ivory).
RRP average bra £26, brief £14. Panache
offers 5% discount on orders taken at the
show.
underlines 29
CONTURELLE
Conturelle is introducing three fashion lines
and one NOS range. Soft camouflage and
blurred floral prints come in black-greybrown and vanilla-pink-mauve respectively,
there are pastels and intense berry and
black shades on a smooth satin set up to G
cups. New NOS series 23 Décor adds basic
vanilla, nude and terra (dark brown with a
mauve foundation) and bold tomato red
up to H cups. Existing NOS 21 Liberté’s
seasonal addition is summer pink. Collection
RRPs expected to be around £50-£68 bras,
£25-£40 briefs.
Cottonreal Lingerie adds a touch of
luxury and mixed cool spring and brighter
palettes in soft cotton sleepwear and robes.
Vision - the ultimate alternative
is an indulgent range in fancy knit jersey,
combining sleepwear and homewear.
EMMA-JANE MATERNITY
Emma-Jane Maternity is giving its website a
facelift and will continue social media work
to promote the brand, reaching out to new
and expectant mums.
New arrivals include a new maternity
swimsuit (style 955) with removable pads
and available in four colours, new diamondpatterned maternity tights and maternity
leggings. Grey is added for maternity tights
558 and Black/White for the new maternity
tankini 954.
The most cost effective nursing bra
(361), retailing at £10 and available in
white, black and skin, comes in just one cup
size which fits a B-F cup so there is no need
to stock multiple sizes. Visitors to Moda will
get a 10% discount on orders at the show.
CYBERJAMMIES
COSTEX
Costex returns with the Moon River, Max
Brown and Lounge by Costex - a range of
soft separates and floral printed jersey.
COTTONREAL
Still celebrating its best ever show at Mode
City in Paris, Cottonreal is responding to
demand through its four distinct, extended
collections for spring.
Simply Silk… by Cottonreal is the
premier collection in pure silk with intricate
lacework.
Cottonreal Collection uses light,
natural fabrics, still at competitive prices, in
white, pale pink and pale blue cotton lawns
in classic and contemporary styles.
30 underlines
Holding prices for spring-summer 2012,
after already maintaining them for AW11
despite cotton price rises, Cyberjammies
promises ‘the ideal mix of cosy, yet fresh
and colourful styles for early spring, with
lightweight pretty brights for high Summer’.
Cyberjammies is joining forces with
the charity Genesis, which works for the
prevention of breast cancer, this autumnwinter in conjunction with John Lewis and
hopes to continue the partnership into
2012.
DKNY
DKNY loungewear and sleepwear is sexy,
simple and sophisticated for 2012. Spring’s
bold graphics and plaids, acid mixed with
fuchsia and slate, heathery shades, tissue
jersey and oversized shapes give way to
summer by the ocean. This theme mixes and
matches in pacific and chambray, chartreuse
logo prints, textured pieces, feminine lace
and ruffles. Sleepwear continues the seven
easy pieces principle in black, white and
charcoal heather.
EMPREINTE
Turning ‘resolutely up market’ the new
Empreinte collection has been shot by
photographer Hervé Haddad for spring.
Styling encompasses a new everyday range
in blush, natural and ultramarine, ‘handmade’ cross-stitch embroidery, embroidered
straps, cups topped with a bold floral
design, and the updated Dreamcurves
Beauty Care bodyshaping range in skin, grey
or black.
New shapes in Melody add a bandeau
bra up to F cup, a high support full cup style
and a suspender belt. Seasonal colours are:
Lilly Rose (Fusain - inspired by a charcoal
drawing), Iva (caramel with a tattoo print),
Melody (Miami) and Lola (light blue). And
for the end of the year Maud comes in ruby.
FELINA
Felina is adding new NOS range series 25
Contour for A-H cups in basic vanilla or sand
plus fashion colours caviar with French blue
embroidery and anthracite with soft mauve.
Felina RRPs are expected to be around £40£50 for bras, £25-£35 briefs.
GOSSARD
Super Egoboost will be the main focus for
Gossard marketing next spring, backed by a
PR campaign and outdoor posters, and the
new Ooh la la corselette will be focused on
bridal marketing for 2012.
Gossard introduces two new fashion
styles, each with two colourways, a brand
new Super Egoboost bra designed to lift
and enhance, while the Ooh la la range has
the corselette in ivory or black.
Seasonal colours are: Superboost Lace
(Hot Teal), Superboost Satin (Lipstick Pink),
Glossies (White and Raspberry). RRPs are
£10-£59 there will be a show discount at
MODA.
LA MARQUISE
Creators of the La Marquise collection,
Lama Limited, which trades under the
name Lamatex, recently won the AIS Best
Newcomer award for lingerie and nightwear
2010, voted by individual store buyers.
Delighted Raffi Haytayan says:
“Our unwavering commitment to
provide comfortable, quality products at
competitive prices remains unchanged.
La Marquise is a focused range of
easy to wear garments that complement
consumer needs and lifestyles, from young
to mature looks.” For spring this includes robes, pyjamas,
nightdresses and chemises with elegant
trims and embroideries. Fabrics are soft and
light knitted jerseys, jacquard jersey as well
as interlocks in solid fresh pastel colours
as well as original floral, animal and spot
prints. Wholesale prices £2.95-£7.95.
As well as the range of fine cotton vests
and thermal layering (a cotton micro rib
and a pointelle range incorporating Lenzing
Viloft viscose fibre), Lamatex is adding a
new range of knickers - maxi, midi, high leg,
Brazilian and bikinis in varying fabrics with
elegant laces and trims.
FORDVILLE
As Underlines went to press, Fordville was
putting the finishing touches to a trio of
collections for MODA. Their Inspirations
brand, which goes from strength to
strength with great emphasis on quality
fabrics and RRPs £20-30, will show
alongside new Lady Selena and Selena
Secrets ranges.
GATTINA
Gattina launch for spring mixing nightwear
with loungewear in luxurious knitted silk.
New colours include berry and petrol, NOS
black and champagne.
And there is a special debut for the
brand at MODA - Gattina is producing the
Laura Ashley nightwear range under licence
and will use original Laura Ashley prints in
modal, silk and cotton. 32 underlines
HANRO
Newness comes in various forms for 2012
from Hanro. A new type of shapewear is
revealed in Natural Shape pieces in nude,
black and seasonal red and the latest
chapter in ‘The Story of…’ vintage series
is Candy, inspired by the Forties. Lingerie
trends focus on subtle powder and nude
colours, with flashes of scarlet and cobalt.
Nightwear adds fuchsia, greys, rose, blues
and scarlet. Loungewear offers effortless
mix and match looks in airy fabrics, nude
shades, rosé, soft violet and purest white.
LEGWEAR INTERNATIONAL
Legwear International return to MODA
with a full array of hosiery for all occasions,
including dance and ballet hosiery for
children and adults. Brands include Vixen,
Party (pictured), Scarlet by Silky, Textures,
Little Ladies, Sheer Relief, Dance & Ballet.
MAGIC BODY FASHION
Once again Magic Body Fashion has its own
stand at MODA - bigger due to the excellent
reaction at the last show. Originally PBA
took over the brand’s wholesale business in
2009 and has built up its profile, as a young
collection with eye catching, colourful
cartoon character packaging, to working
with leading retailers such as asos.com,
Amazon and Arnotts.
For 2012 marketing initiatives continue
with promotions in key trade press
supporting the brand in the UK, large scale
presence at key trade exhibitions and PR
activity targeting consumer publications.
New improved products include the
best selling V Bra, Seamless Slim Dress and
Shape Up Dress. Colours black and skin
continue across all products and prices
remain competitive targeting the volume
end of the market (RRP from £3-£64.95).
LEJABY
For Spring-Summer 2012 Lejaby will offer two window kits with gift with purchase
promotions. There’s an improved mark up for the new season and the retail price range is
£14-£159. There will be gift boxes with spring orders placed at MODA.
New line Corset de Coton takes inspiration from vintage corsetry with hidden boning
and guipure lace, a silky exterior and interior cotton lining.
This range introduces a technical innovation with the use of Fiberfil material - a
breathable, eco-designed fabric that is resistant to yellowing.
Other additions include Envolee’s embroidery and mesh draping and Pivoine, made
entirely of stretch textronic lace combined with leavers lace finishes. Continuing are Crystal
Lily, back by popular demand, and Entrelacs Nude.
LINGADORE
LingaDore lingerie (pictured) for spring
dazzles with style and stays sweet
in romantic pastels, with collections
complemented by clothing in silky chiffon
and cotton. There’s also jungle chic khaki,
pool blue and butterfly-like motifs.
LingaDore Daily, the mix and match
collection launched in January and offered
in ivory, blush and black, adds a T-shirt
water bra with a natural push-up effect for
spring.
Moments by LingaDore presents shiny
gold and silver styles, glossy purple Viola
with pleated cups, plus an animal print
in ivory, dressed with diamonds and lace!
Primavera adds a satin flower print in lush
colours, a new balconette bra and Brazilian
brief.
LingaDore Beach launches ethnic
prints alongside tropical and exotic colours
and patterns including solid ocean blue
and green, fuchsia and purple, adding
accessories like beads, rings and flowershaped buckles. New moulded triangle
bikini and padded bikini top styles are
added and beachwear linings add a flash
of colour. The collection caters for sizes A-E,
36-44.
LingaDore loungewear and nightwear
collections can be mixed and matched. A
palette of lint green and brown, ash rose
and sand is worked in fluid pants, spaghetti
tops, tunics and dresses, including the
evening-style Chi design with an open back
and lace crossing, all in sizes XS-XXL.
LingaDore also offers kimonos,
chemises, jumpsuits and tops with shorts in
satin and chiffon.
34 underlines
MARJOLAINE
Marjolaine’s stunning silk nightwear for
spring is produced in a variety of high
quality silks with contrasting Calais lace
and exquisite prints, some adding intricate
devoré. Colours include sapphire, pacific,
raspberry, porcelain, blush and bamboo.
MARLON
From Marsylka, Marlon nightwear’s
polycotton, satin and jersey, fleece
housecoats and bed jackets, towelling
robes and interlock polycotton cover sizes
10-32 on a continuous stock basis. This style
available from September.
MEY
Mey has announced three new spring
themes for lingerie and two for loungewear
and nightwear.
Lingerie is romantic and pretty,
including a new range with a higher
percentage of natural fibres, minimal
prints reminiscent of the Eighties, and
fine shimmering finishes. Re-orderable
Mey Favourites focus on soft, lacy Alizee
(pictured), perfect for special occasions, and
a new plain range with shimmering stripe
accents.
Mey nightwear uses soft powdery
colours as well as brights, maritime looks
and a fine flower print. Mey Lounge adds
soft naturals with a hint of sportiness
alongside mélange fabrics in uncomplicated
cuts, plains and horizontal stripes, also
adding a new chic jacket.
PASSIONATA
PIKLIK
Bar Refaeli is the face of Passionata for the
fourth season with strong visuals, including
one of her own designs called ‘Just for Me’.
New lines are So Pretty in milk, bronze
and pumpkin, in translucent lace with satin
ribbons creating a two-tone effect and
adding a baby doll for an extra sexy look.
Charm in colourways Jaipur and Blossom is
fancy but wearable in ultra fine microfibre
combined with contrasting tulle and visual
lace. Finishing touches for spring include
little satin bows and personalised ‘Made
with Passion’ straps.
Seasonal colours are White Nights
(Wedgwood Blue and Bronze Milk),
Passio Cherie (Magenta and
Cappuccino), Jolie Parisienne (White),
Diamond (White), Lovely (Navy), Passio
Original (Soft Brown). RRPs bras £30-£37,
bottoms £12-£22.
David Lyons Agencies announce the
relaunch of Piklik nightwear from Thailand
into the UK. The spring-summer collection
of pretty 100% cotton nightdresses with
trademark pintucks and distinctive lace
trims will be showcased at MODA.
David says: “Having been associated
with Piklik in the past, l am pleased to
announce my re-involvement as UK agent
for this unique brand. I am confident we
can re-establish this famous name in the UK
- nothing can beat the quality of the fabrics
Piklik uses in production of their exclusive
white cotton batiste nightwear.”
SANS COMPLEXE
Sans Complexe house prints, rich
embroideries and lace revisit classics and
add new colours and designs. There’s also
a complementary ‘bottoms only’ offer,
everyday styles to mix with favourite sets, as
well as the essential sculpting range for an
impeccable silhouette. New spring shades
include poppy, soft khaki, golden yellow,
lilac and jeans blue.
ROSY
Transparent effects, sensuous lace and
embroidery, and new colours in four
favourite collections - adding yellow, blue
and coral - join Cosmétiques, evolving
towards sexy shaping with everyday Rosy
Powder sculpting camisole and bottoms,
retro Rosy Shaping and lacy Rosy Sensual.
Favourite Stella Cadente makes a statement
with fuchsia, red or coral, or baby blue
against black.
Eberjey
MASQUERADE
Part of the Panache portfolio, Masquerade’s
adds several fresh elements for 2012
including a new plunge bra, new shape
Harem bra with matching high waist
brief and a new bridal range including a
body. Inspired by the exotic lands of the
Arabian Nights, rich colours include damson
embroidery and tassels on Persia and for
the collection’s first non-padded style plus
popular Delphi’s new raspberry embroidery
and sepia net with high gloss satin. Average
RRP bra £45, brief £18. Moda orders receive
5% discount.
36 underlines
SILHOUETTE
Silhouette is spreading its wings with
its first show in Paris in 2012 as well as
attending MODA, AIS and the British Bridal
Exhibition. Plans have been announced
to extend their bridal, corsetry and teen
ranges along with continuing basic colours
of white, black, skintone and pearl in sizes
28-46, AAA-JJ. Prices remain frozen at 2009
levels and Silhouette offer no minimum
order and same day despatch. Bras retail
around £28.
PHILIPPA BRADLEY AGENCIES
Philippa Bradley Agencies represents
Eberjey swimwear, loungewear and lingerie,
Laurence Tavernier, Princesse tam tam
lingerie, nightwear and swimwear, Vivis Silk
and Magic Body Fashion.
Lifestyle brand Eberjey continues its
starring role with celebrity fans and
in movies such as Black Swan, American
Pie, The Holiday and In Her Shoes. With
trend setting prints and innovative colours,
Eberjay moves into 2012 combining best
sellers like their boy shorts and signature
soft cup bralet with camisoles, chemises,
babydolls, lounge pants and robes in the
softest cotton jerseys and eco-friendly
organic cottons and bamboo fabrics. RRP
from £16.50.
Princesse tam tam develops its
distinctive styling with tattoo-like lace
lingerie, cotton voile shorts, new florals and
multicoloured dots as well as voile and satin
teddies. Colours for lingerie and nightwear
go from extravagant blue, red and green
to beige, chalk pink and ivory, grey and
baked brown. In swimwear prints are wild
or oversized and fruity, earthy, sandy or
oceanic, beachwear adds cotton poplin mini
dresses, lightweight dresses and jumpsuits.
RRP from £60.
Princesse Tam.Tam
underlines 37
SLENDERELLA
Slenderella MD Gary Spendlove has an
unusual offer for MODA - to sign copies
of his book Brettles of Belper (see separate
story on page 66)!
All their brands continue to prove
extremely popular with retailers and
consumers.
New for spring from Slenderella
(pictured) is a capsule collection of younger
sophisticated sleepwear in fine combed
cotton, viscose/Spandex and modal/Spandex
in muted solids and exclusively designed
prints. Slenderella classics, all produced for
sizes S-XL with specialised styles to XXL,
features embroidered crinkle cotton, fine
cotton lawns, delicate burnout fabrics and
cotton rich woven and knitted fabrics.
Gaspe Microfibre introduces a new mini
waist slip and adjustable strap cami top,
with all options available for delivery and
continued stock at affordable pricepoints.
Brettles Since 1786, the subject of
Gary’s book, continues to develop classic,
quality nightwear and fancy knit underwear
for more mature customers.
TAUBERT
Extensive new collections from Taubert Gold
and Taubert Wellness will be unveiled at the
show.
Taubert Gold (pictured) presents
numerous styles in jersey, pure linen and
cotton batiste in blues, grey, cherry, teal
and bougainville, mixing orchids and animal
prints with plains in pieces including maxi
kaftans and beach Bermudas as well as
classical designs.
Taubert Wellness uses an array of
blues, greys, lavender and pastel purples,
avocado and spring green, reds and golden
yellow in florals, stripes, crinkle voile and
layered jerseys. Dresses and tunics are
complemented by robes, wrap cardigans
and pareo scarves.
RRPs £11.50-£24 briefs, £39- £56 bras,
£32-£62 shapewear.
For spring 2012 b.tempt’d launches
‘sexy, playful and seductive’ lingerie
featuring clean lines, fun brights and fancy
florals. Additions include Drama Queen
(push-up bra in orange sorbet to feature
in advertising for 2012) in a selection of
emerald shades, purple and pink and bright
turquoise, orange and nude as well as an
elegant floral pattern. Flirt Alert debuts
in black and nude with contrasting satin
piping.
Existing groups La Parisienne and Full
Bloom carry through with a colour update
(pistachio and lemon respectively) and
bras available up to DDD (UK E) cup size.
Soft Touch adds a Bralette and the push
up bra will be available up to G cups and
in 30 backs. Season colours are Ciao Bella
(Strawberry Cream), Faithfully Yours (White/
Skylark Print) and Soft Touch (Cayenne with
pink lace and Wild Flower print with yellow
lace). RRPs £9-£16 briefs, £27-£33 bras,
£49-£51 bustiers and no price increases.
UN: USUAL
For summer 2012 [un: usual] will be
fresh and uncluttered with bold coloured
highlights plus prints and quirky details for
an added fun factor. There are two new
basic ranges as well as two stylish fashion
ranges, one in a leopard print, the other
with multicoloured embroidery.
Seasonal colours: perfect fit (metallic
tan and hot chilli as fashion colour),
daydream (lavender and white) and
adam&eve (shocking pink).
For the new season there will be POS
decorations, a consumer leaflet, upgrading
of the [un: usual] homepage and Facebook
site. RRP bras from j34.95, briefs, thongs
and shorties j14.95.
38 underlines
Control Freak by Wacoal
WACOAL & B.TEMPT’D
Wacoal’s major news is the launch of
Control Freak shapewear in January
- a range designed to fit apple and pear
body types through understanding
women’s unique proportions. Control
Freak will be the subject of a multimedia
launch campaign and there will also be
consumer magazine adverts featuring the
‘Captivation’ group in cappuccino.
The spring Wacoal collection introduces
new basics, adding a new push up Net
Affect with a two-tone net overlay.
Following the excellent response to the La
Femme group for autumn, Reveal offers a
full figure bra and a contour bra up to a G
cup. Wacoal also adds a new smooth look
line, a stretch lace group up to H cup, a new
sweetheart neck push-up in the Petite group
for AA-B cups and So Seductive briefs that
go with any bra.
New seasonal colours in continuing
ranges include pink, blue and purple
tones, as well as ivory in Retro Chic and
cappuccino in I-Pant shapewear.
b.Tempt’d
SWIMWEAR & BEACHWEAR:
Multiple product exhibitors
AFTER EDEN GROUP
Totally new this season is After Eden
beachwear using beautiful colours and
prints, and adding a Luxury cruise-style
collection in black only, decorated with
crystals.
After Eden lingerie creates ‘glamour
at an affordable price’ in fuchsia, petrol,
deep purples, turquoise and navy for spring,
while After Eden loungewear, in its second
season, creates a cocoon of comfort with
soft tops, cardigans, wraps and leggings to
take you anywhere.
Another new addition to the portfolio is
Boobs and Bloomers swimwear for boys
and girls aged 7-12, using bright colours
and ditsy styling ‘fitting for the age range’.
Boobs and Bloomers lingerie, the
young girls range, aims to appeal to girls,
but also their mothers, with fun, stylish and
appropriate designs.
An extended Nicky Nobel swimwear
collection is slightly more classic than After
Eden, using mosaic, paisley and floral prints
in an assortment of styles.
ALBA ASSOCIATES SWIMWEAR
For 2012 Gottex are implementing sub
branding within the collection - Fashion,
Classics, Contour and Essentials. The
concept is that Gottex is a multi faceted
brand that provides different angles whilst
keeping the Gottex spirit and identity intact
on all fronts. The new collection is very
varied with beautiful prints, solids and super
chic pieces.
Profile lets customers mix and match
tops and bottoms to achieve the perfect
fit and style by providing options for a
fuller figure, D/E cup sizes, a variety of bra
and tankini styles with cups, underwires
and moulded, myriad prints, shapes that
flatter curves and fabrics that hug the body
without heavy control. Profile sales have
grown 50% year on year for the first two
seasons since launch, helped by its unique
blend of fashion and fit.
Silver 2012 is built as a traversing
collection - traversing style, print direction,
age and body shape boundaries with its
large cup sized range. Themes are designed
to cover an array of customer tastes while
maintaining the young, cool, daring
and sexy spirit of the brand. For spring,
Silver starts with the classy and moves to
sexy, elegant, sophisticated and young
contemporary styling.
Gideon Oberson reveals its Modern
Muze, exploring its infatuation with natural
and man-made architecture, focusing on
real and dreamlike landscapes. Classic and
sophisticated silhouettes with a modern
twist are infused with rich textures,
dynamic prints, vibrant colours such as ink
and raspberry, and exclusive accessories.
Traditional print patterns are rejuvenated
in surprising compositions of fragmented
graphics, hybrid florals and deconstructed
animals.
Pa i n d e S u c r e ’ s n e w c o l l e c t i o n
features all their well loved classic styles
and introduces highly innovative bikini
and swimsuit shapes. Floral prints feature
heavily and solid colours include purple,
blackberry, turquoise, pimento and black
and white. The cup sized range has been
extended following its launch last season
and now has new shapes available in a
range of cup sizes.
Silver by Gottex
ANITA BRANDS
The Anita family has a host of new styles
and updates to announce.
Anita Comfort Swim offers new
tankinis up to F cups, jersey beach dresses,
shorts and tunics, patterns such as spots,
animal and leaf prints, Inca patterns,
feathers and flowers in pink, orange, coral,
lilac, subtle greens, blues, white, beige and
grey. There are height adjustable pants and
360-degree under bust lining. RRP £30£125.
Anita Maternity Swim (pictured)for
B-G cups has its own modernity, matching
airy dresses, wrap skirts, shorts and tunics
to swimwear with a close fitting tummy
section still with room to grow. Leopard,
paisley, Hawaiian and millefleur blooms
contrast with military hints. RRP £35-£78.
Anita Care activity for 2012 includes
development of the Anita Care Clinic with
the NHS and referral of patients to Anita
specialists for bra fittings. New ranges
include Lace Rose and Clara, while Tonya
adds champagne for spring. RRP £22-49.
Anita Maternity will continue
advertising in Practical Parenting magazine
and running competitions with magazines
and websites. They introduce eight new
styles, including six sleepwear, raspberry for
styles 5068, 5075 and 5168, and black for
1885. RRP £15-£62.
Profile by Gottex
underlines 39
Anita Active has a very interesting
addition for spring - a brief designed
specially for horse riders! In breathable
Tactel, this long leg cut with a seamless
gusset is designed to ensure the back is
always covered. The Riding Brief comes in
black or champagne for sizes XS-XL. Anita
Active is planning a nationwide window
competition for style 5527, offered in new
colourway London. RRPs £23-£45.
Rosa Faia reveals its very first panty
girdle in Lace Rose (pictured) - a new range
in champagne with bras for B-G cups. Also
new is Twin Pearl and Twin Art adds a new
lattice design. RRP £22-£65.
Anita is offering 5% discount for all orders
placed at MODA.
ATLANTIS SWIMWEAR & LINGERIE
New from Atlantis swimwear, part of the
Panache portfolio, are a checked halterneck
style and Polly, a vibrant combination of red
top cup and straps in animal print. Fleur
swimwear is re-coloured in a striking blue.
Atlantis lingerie, (pictured) offering a one
or two-cup boost for AA-E cups, provides
three levels of uplift: Enhanced, Dramatic
or Ultimate. Clean white balances pastel
lilac, pink and peach, as well as brighter
purple and aqua. New are the Solutions
Lightweight T-shirt Bra and exclusive
painterly print Lily, a low cut T-shirt style.
The popular Enhanced Solutions T-shirt Bra
is seasonal in Aqua.
BANANA MOON
Banana Moon has plans to take on a PR
company to build the brand’s success
and continued growth on the UK market.
Highlights for 2012 include a new twisted
bandeau with padding and removable
straps, a new boy short that’s slightly
deeper on the side and with ‘crunchy’
details at the back, plus plenty of new
swimsuit shapes. RRP bikini set from £55-65.
BEACHLIFE & LOUNGELIFE
AUBADE SWIMWEAR
ANTIGEL
40 underlines
Beachlife and Loungelife marketing will
have a stronger focus on social media for
2012.
Beachlife has added matching women’s
clothing (and a men’s line of swimshorts
and tops) to its mix and match swimwear
collection for 2012. With its signature
gunmetal accents, the new collection
debuts eight tops and two tankinis for sizes
B-F cup, six bikini bottoms for sizes 36-44
and one bathing suit. Each style is carried
in every print, echoed in the new maxi,
mini and strapless dresses in chiffon and
viscose jersey, complemented by accessories
from sunglasses and beach bags to towels.
Spring prints are inspired by nature in
pastels and abstract flower designs in bright
colours, adding peacock feathers, lilies
and ocean waves, plus solids in anthracite,
Adriatic blue, white and taupe. RRP £50-£80
for a bikini set.
Loungelife fashion loungewear focuses
on femininity with soft, giving fabrics in a
mix of modal, cotton and viscose. Draping,
wide necklines and waist ties create an
elegant look mixing short and long vests,
tops, shirts, tunics and dresses, low waist
pants and shorts for the beach, street or
yoga. Almost every piece has a Loungelife
lotus charm representing tranquility.
Dreamy spring shades are light pink, greyblue, sea blue and forest green, working
with basics off white or anthracite. RRPs
£29-£70.
BESTFORM AQUASCULPTING & LINGERIE
Making its debut at MODA is Bestform
Aquasculpting swimwear joins Bestform
lingerie serving the 30-plus woman who
wants support, shaping and to look and feel
good.
Bestform Aquasculpting incorporates
quality fabrics and features such as side
shaping panels, hidden wires and lined
cups, all offering a range of different
benefits along with a flattering colour
palette and attention to detail in trims and
finishes. With Bond Girl belt and buckle
details, Fifties retro polka dots and piping,
colourways are black with latte or violet,
and black combined with an animal
print. The collection targets independent
and internet retailers, mail order and
department stores. RRPs one piece £40-43,
bikini tops £26-28 and briefs £14-18. The
new brand will be supported by in store
POS, cooperative advertising and a MODA
show discount.
Bestform Lingerie has two major
introductions for spring - ivory-black animal
print Bengali for D-J cups, with a matching
high leg or short brief, and Vienne, ‘more
than your average T-shirt bra’, a moulded
style in ivory or taupe (ivory will continue
for AW12). Popular Sofia comes in soft pink
for spring. Lingerie RRPs bra £26-30, briefs
£12-15. Along with MODA show discounts,
Bestform has ‘buy a bra and brief set’
offers, cooperative advertising, POS posters
and showcards for new introductions.
BOUTIQUE
The Boutique collection of swimwear,
beachwear, hats and bags from Continental
Textiles unveils new beachwear shapes
including palazzo pants, maxi skirts and
kimono wraps alongside kaftans and
dresses, plus new shades admiral, lipstick,
nectarine and cinnamon. Wholesale prices
start at £5.50 and there are bulk order
discounts at MODA.
CYELL
The fit of Cyell beachwear has been
further developed and improved for 2012,
adding many new foam cups, cup sizes D
and E, and straps that can be worn several
different ways. The number of accessories
has also been increased. Romantic ruching
and vintage influences draw on a palette of
cobalt, orange, coral, yellow, turquoise and
bottle green.
Cyell homewear relates to beachwear,
especially in the terry dress and cardigan,
using cool hues of rose and lagoon, grey
and milk, ethnic prints and retro stripes.
Inspired by the Seventies and Eighties,
Cyell sleepwear is casual with an edgy
finish, checks, powdery colours, stripes,
dots, new use of bamboo-cotton fabrics,
shining satins, loose and puffball styling,
and flowery bathrobes return.
There is a small Cyell Care mastectomy
collection in beachwear and now new to
the sleepwear range in a nightdress and
pyjama set fitted with an integrated bra.
Shapes are easy to get on and off over
the head (full story on pages 16-18 of this
issue).
DIVA
CURVY KATE & SHOWGIRL
After two years in development, fit trials
and wear tests, Curvy Kate swimwear is
revealed for 2012. Based on the best selling
Princess lingerie range, loved for its round
shape and supportive fit, the collection
caters for D-K cups, 28-40 backs, and bikini
bras are foam lined. Styling adds cute frills,
leopard print, purples, blues, pinks and
black.
Curvy Kate lingerie (pictured) also has
new arrivals including the Daily Boost bra,
created because of demand from retailers
and consumers for a foam lined smooth
cup for sizes D-K, offered in black, white
or nude. While Curvy Kate bursts with
colours such as coral, pop pink, violet and
blue, Showgirl lingerie is more subdued in
creams and ivories, adding nude for Emily.
All Showgirl bras are foam lined and the fit
goes up to a J cup.
RRPs lingerie: bras £11.75-£12.60,
briefs/thong £5.45-£6.75, suspender £7.60,
swimwear: tankini £15.30, bikini £12.80£13.30, brief £6.80.
Marking its 70th anniversary, Diva presents
a collection that pays homage to the
world’s greatest divas with exclusive fabrics,
animal graphic and retro prints inspired
by the likes of Hermes and Pucci. There is
twisted plissé, a unique Kala flower design,
charcoal wet look and a group in black
and white, each range echoing a specific
decade. Totally new are ‘natural’ swimwear
styles with no cups or wires, targeting a
new group of consumers. RRP £74-79 for
bikinis and swimsuits, £65-75 for dresses.
underlines 41
ELITE SWIM
Elite Swim has appointed new UK agent
and PR Sophia Pizzey to increase brand
awareness via trade and consumer press,
social media and celebrity endorsements.
This season also sees the introduction of
Baku & Ginja swimwear (see NEW TO
MODA section).
Aguaclara beachwear (pictured)
is all new for 2012, a harmonious blend
of exoticism, delicacy and elegance,
also introducing new formed-cup and
underwired halter tops. Designs uses digital
prints, Andean motifs, bright gilt eyelets
and fine paillettes embroidery that adds
subtle golden shine. RRP £105-£180 per
bikini (sold as separates). Orders from
exclusive independents at the show will gain
5% discount.
SAHA is targeting exclusive and
contemporary lingerie and swimwear stores,
fashion boutiques and the finest online
stores with its Soul Getaway collection,
tempting us to ‘leave it all behind’… Made
with super soft touch microfibre, every
print offers sophistication synonymous
with the SAHA style, while beach bags and
accessories complete the look for 2012. RRP
£95-120.
EVA
For Eva swimwear, (pictured) red, lilac,
green, orange and gold contrast with darker
tones including a new Aztec print tankini
and an impressionist inspired bikini for a
fuller figure. The range goes from triangle
bikinis to control swimsuits up to a size
46D.
Eva lingerie adds ‘a touch of luxury
to everyday lingerie’ in light summer
shades with deeper tones. Irina partners
flowers and lace in cream and pink, Sophie
magnolia and wine in a graphic pattern.
Celine comes in royal blue or black.
EVEDEN BRANDS
EMPREINTE
42 underlines
Totally new from Eveden for spring is Elomi
Swim, a unique concept offering three
co-ordinating pieces for the best possible
fit - a cup sized swim bra up to HH, dress
sized co-ordinating bottoms in classic brief,
high waist and skirted brief styles, with a
flattering tankini, designed to be worn over
the swim bra, up to dress size 22. RRPs £30£66.
Elomi Lingerie’s love of eye catching
colours runs through spring in new red
Betty and seasonal peacock for Caitlyn,
fuchsia in the Maggie range and wild Snow
Leopard on Asia. RRP £14-£40.
Huit Swim, inspired by the sunshine
of Florida, adopts multi-coloured palm leaf
prints, frills and pom poms, a cashmere
print and vintage floral. Night blue, berry,
purple, taupe and white are used in styles
including glamorously draped Florida
Doll, a strapless tankini and printed tunic.
Continuing range Escape also moves into
Noir and Lucky adds colourway Sanguine.
RRP £33-£91.
Huit Lingerie adds a new crop top
style in sheer ivory lace in Tea for Two, a
tartan print, a new look for Huit is Biotiful’s
organic cottons, and Invisibles adds three
new essential ranges that can be mixed
and matched. There are several seasonal
shades: Huit is Biotiful (Gris Chine), Mrs
Wang (Cherry Love), China Girl (Jelly),
Love in Shanghai (Deep Victorian), Initiale
(Chambray) and Cupcake (Poussin). RRP
£20-£61.
Freya Swim focuses on a vibrant
tropical print and a red floral print with
frill detailing, adding a plunging halter up
to a FF cup and a new tankini up to a G.
Freya Lingerie for spring continues the
floral theme in flirty Ellie with a colourful
lace edge, romantic Daphne and Luisa
in a blue print with a black lace edge, all
up to K cups. Seasonal colours are: Deco
(Red, Ocean), Lyla (Noir and Hazelnut),
Faye (White). RRPs swimwear £13.50-£54,
lingerie £12.50-£31.
Fantasie Swim is equally exuberant
with inky blue and black-white animal
prints, vintage flowers in vibrant pink and a
lively red floral on San Jose’s balcony bikini
top and adjustable short.
Fantasie Lingerie’s introductions are
smooth, moulded Rebecca in nude or white,
dark and edgy Sharon, softened with a
cream lace edge, and a new ivory collection
ideal for brides. Continuity ranges add
spring shades: Savannah (Pink Haze), Elodie
(Blue), Vivienne (Mink), Esme (Hot Pink). RRP
swimwear £15.50-£64, lingerie £15-£38.
Fauve lingerie moves into 2012 with
powder puff pink vintage-inspired Coco,
up to a GG cup and with matching
co-ordinates including a chemise, a new
lace moulded range in black and frost,
linear embroidery Maya in black or white,
and Veronique returns in new oyster.
Aurelia debuts in white for spring, Dali
(Moonstone), Isobel (Black), Emmanuelle
(Lipstick). RRP £23-£123.
Eveden marketing for spring promises
advertising in national publications, lifestyle
press and online equivalents, focusing
primarily on Huit, as well as integrating
social media for all brands. Elomi has
launched new Twitter and Facebook profiles
and Freya fans can follow the brand’s blog.
Huit underwear
FASHY
With Fashy swimwear and swimhats, Gino
Lapis and Westbay swimwear, Alan Gardner
returns to Moda with collections that can
be re-ordered all year. For August there are
new styles and colours in swimhats and
sandals, an increased size range for with
more D cups and up to 54 in swimwear
which uses exclusive Italian prints for bikinis
and one pieces.
IRMA LA DOUCE
Irma la Douce swimwear goes for gold
with a metallics theme for 2012 - golden
fabrics, iridescents, foil effects and ruche
detailing.
Their lingerie (pictured) collection
aims for a much softer focus using ivory,
cream, beige and taupe, luxury laces and
lavish embroidery. Romantic Helena adds a
negligee while vintage inspiration comes in
a grey floral print in Medeia.
LEPEL
Inspired by a Sixties’ colour palette, Lepel
swimwear promises plenty of ‘wow factor’,
figure shaping, deep tones and summer
brights. Colours from navy and lime balance
Fiesta’s tie-dye orange, purple and blue,
and intense pinks and turquoise. Four new
ranges debut alongside best seller Verona,
now in mulberry with azure following
for 2012, continuing Fiji and Twilight, in
graphite with faceted jewels.
Lepel lingerie (pictured) introduces
vibrant prints, black with matt gold trim,
embroidery in deep gold and red with satin
fan-bows, vintage inspired lace, oversized
and graphic florals and a new gel-filled
graduated cup bra in bluebell coloured
Olivia. Fiore goes for black-gold for the
Christmas season, soft strawberry and mint
for spring, Jessica returns in white with pink
details and Lulu in mint with purple and
heather.
Co-ordinating nightwear extends the
Fifi, Flora and Olivia offer with a matt silky
satin robe in gold, a limited edition secret
support cami and a new three-quarter
sleeve top, the new Alice luxury black jersey
selection trimmed with pin-tucked satin,
plus Hush robes in black or mint.
JAMU AUSTRALIA SWIMWEAR & LINGERIE
Elomi: new swimwear
FÉRAUD
Freya underwear
Féraud swimwear announces new larger
sizes and D, E and F cup fittings for 2012,
alongside new premium Lycra quality for
larger sizes, providing more comfort and
figure shaping. Also new are a viscose silk
beach dress and lasered woven blouse and
tunic. Colours combine red-black, whiteblack, fuchsia-red and lavender-indigo
alongside royal, turquoise, coral and ruby.
Suggested retail prices for swimwear
£49.40-177.00.
New nightwear works black-white,
aqua-anthracite, taupe, vanilla and
champagne in plains, stripes and flowers,
while homewear adds velveteen, flowing
viscose and sporty styling in black, sand,
anthracite, navy and white.
Jamu Australia designer and director Lydia
Leong has a special affection for MODA:
“The inaugural Jamu mastectomy swimwear
and lingerie launch that was independent
of distributors was at Moda in 2010 - which
was a great success.
“Part of that success is due to the
management of MODA being true to
all women and showcasing two Jamu
mastectomy lingerie styles and one swimsuit
on the catwalk, which is often considered
‘not cool’. Our stand was inundated with
visitors each time a show finished.”
Lydia’s new mastectomy swimwear
(pictured) collection is named Flores after
an island in Eastern Indonesia and reflects
its underwater coral gardens in colours and
prints on sexy mastectomy bikinis, stylish
one piece suits as well as an asymmetrical
shoulder tankini. Also new for MODA are
mastectomy lingerie styles, particular the
cross back/halter Jesse bra. All collections
are continuity as long as there is demand
for them. RRP £75-95 a set.
underlines 43
LISE CHARMEL
MARYAN MEHLHORN & LIDEA & CHARMLINE
LIVIA MONTE CARLO
Livia Monte Carlo launched in the UK two
seasons ago and goes from strength to
strength, so Veronique Puyo is planning
advertising and editorials for spring. The
collection features plenty of new styles,
deeper briefs, new D cup bikinis and
supportive swimsuits. RRP £79-£89.
MARSYLKA
HOT HONI SWIMWEAR
Marsylka’s young and vibrant swimwear
(pictured) includes triangle cups and
balconettes with a mixture of shorts,
hipsters and skirted briefs in fruity colours
and fun prints for sizes 10-18. New is the
balconette skirted swimsuit in hot coral and
French blue.
OYSTER BAY BEACHWEAR
Oyster Bay presents a selection comprising
swimsuits, tankinis and bikinis for sizes 12
to 24, featuring inner support bust panels
and tummy control.
44 underlines
Maryan Mehlhorn swimwear (pictured) is enchanted by the 1950s as well as the Dolce Vita
spirit, drawing on colours ranging from citrus yellow with a hint of neon, bright reds to hues
of turquoise with a green tint alongside neutral taupe, stone or anthracite as solids or in
combination with whites or neons.
The new Lidea collection is more structured and commercial with pricing simplified.
Price points now correspond with the support levels - light, medium and extra support becoming more transparent to end customers. The exceptional fit of new bikini styles up to
an H cup is combined with exciting colours, trendy designs and creative cut variations.
Charmline also takes steps to be more modern and commercial to target a larger
audience. The new collection has a younger appeal and offers a medium-tier price point.
The size range has been extended: 38 to 54. Categorised in shaping levels light, medium and
strong, Charmline promises to make women ‘Look one size slimmer’.
The Watercult mix and match range is beachwear for trendsetters. The latest collection,
inspired by the Hippy era, provides feminine flowers and paisley patterns in the spirit of
Woodstock. Varied cuts and specials like asymmetric lines with little cut-outs or macramé
hearts are accompanied by accessories in several colours.
MOONTIDE
With a new ‘face’, more than 30 years’
experience and styling to suit every
fashionista’s whim, Moontide has big
plans for 2012. The face is Teresa Moore,
one of the most successful international
models out of New Zealand, also birthplace
of Moontide. She will star in a global
advertising campaign running in 2011/12.
The collection itself stars a kaleidoscope
of colours and eight playful themes from
Hollywood Glamour’s paint spots and
feminine draping to a James Bond militaryinspired one piece and buttoned Fifties’
pant and top. There is also a fast drying
suede look fabric, Sensitive Eco System
fabrics from Italy, the Figure Enhancement
WOW bra that ‘transforms any bustline’,
balconette and dual cups.
Moontide sizes range from 10-20, with
separates from 32-38 and B/C, D/DD and
E/F cups.
MYABLUE
Following the success of its 2011 collections
and seeking international expansion,
MyaBlue rebrands for 2012, creating three
specialised collections.
MyaBlueBeach provides classic kaftans,
cover-ups, beach tunics and dresses in
sizes S-XXL at RRPs £65.00-120.00. New
introductory collection MyaBlueBoutique
(pictured) separates holiday and resort
dresses, and higher fashion outwear styles
such as jumpsuits and maxi dresses, into
a boutique collection for sizes XS-XL, RRP
from £80.00.
Capsule collection MyaBlueLUXE introduces
a higher priced line ‘for the discerned
globetrotter’ using the finest silk and
decadent embellishments, sizes S-XL and
RRP £100-250.00
NATURANA
Naturana swimwear adds new cuts and
colours for 2012 - plus a patriotric red,
white and blue collection for both men and
women to celebrate the Olympics.
Tankinis are a key feature and pinks,
reds, orange and blue, as well as black and
white, are worked in prints, florals, stripes
and graphic designs. Tankinis are important,
including new control, support, padded
and underwired shapes, plus there’s a new
bandeau style floral bikini with a halter neck
and matching boy shorts. New styles go up
to E and F cups, back size 46, and D+ sizes
have additional support on the cups and
straps.
Totally new is Naturana Swimwear
Shapewear (pictured)- the Perfect Body
series of three swimsuits, a bikini and
matching beach dress. The fabric with 20%
Lycra targets problem areas with smooth
shaping.
Launched at MODA in February,
N a t u r a n a L i n g e r i e ’ s Pe r f e c t B o d y
shapewear now has two new ranges and
a new colour - port wine. Their successful
second skin styles introduce new long
length control briefs and high waist control
briefs with ornate firm shaping lace.
The main lingerie collection adds a new
smooth Everyday series in light beige or
black, a fashion element for maternity bras
in purple and white stripes or decorated
with lace, and a new Minimiser moulded
soft bra for sizes 34-44B-DD.
OPERA
Top quality workmanship and fabrics,
sophisticated detailing and sizes 36-50,
A-H cups, take Opera swimwear into 2012,
adding two new shapewear models too.
Ruby, shimmering orange, white with
anthracite dots and a dramatic cat design
one piece set the scene. One creamy suit
is decorated with inlaid stones under
the bosom and an elaborate clasp at the
neckline, there are ribbons, cut-outs, a highnecked suit and plenty of cover-ups - skirts,
dresses, trousers and multi-functional pieces
that work as a dress, skirt or scarf.
46 underlines
PANACHE SWIMWEAR,
SUPERBRA & SPORTS
A completely new line-up for 2012, a new
skirted swimsuit and new beachwear put a
spotlight on Panache swimwear. Exuberant
and exotic colours and prints combine
palms and flowers, turquoise, orange,
purple, scarlet and navy. New core style is
supportive, sleek Holly. Panache covers D-K
cups and RRPs average top £37, pant £17.
Panache Superbra (pictured) celebrates
a decade of the Tango balconette with new
versions in papaya and ocean blue. Tropical
and tribal inspiration brings burnt orange,
yellows, pink, lime, violet and turquoise
to fashion and two new continuity lines.
Seasonal colours are Andorra (berry),
Porcelain Viva (fuchsia), Ariza (violet mix),
Fern (grey-pink-orange). RRP average bra
£29, brief £14. Orders at MODA receive 5%
discount.
Panache Sports, supported by a
consumer marketing campaign and a
sporting ambassador, introduces a new
sports bra and short to the collection in
black, white or grey and fashionable purple.
RRP £35 bra, £15 short.
for all ages in cups sizes to E. Stretch lace
and embroidered tulle are still the stars of
the collection which includes re-orderable
lace and microfibre basics, and Trend
Collection with complementary nightwear,
baby dolls, pyjamas and nightdresses to
dress size 24.
New this season to Verdissima ‘You’
are high fashion swimwear pieces in
macramé and lace, matching knitted and
crocheted dresses and tops in eau de nil,
rust and crystal. Signature cardigans,
leggings, bags and jewellery all add to
the layering concept. The emphasis of the
collection is ‘lightness’ in soft fabrics, loose
knits and cotton lace. Special offer: 10%
discount on all new accounts and existing
accounts if they increase their orders by
10%.
Ve r d i s s i m a M a r e is inspired by
tennis and baseball, styling is very sporty
and highlighted colours are white - very
white - turquoise and amethyst. Padded
bandeaux styles are the key trend alongside
embroidered triangles.
Verdissima Lingerie brings pastels,
delicate prints and pretty feminine looks,
cup sized to E in French and padded styles
with matching nightwear in playful styling.
Féraud Beachwear goes for colour
and drama with the Féraud logo discreetly
hidden and woven into every garment. The
signature jersey dress is abundant with new
styles and cuts and new this season is the
addition of the E cup, with all styles offered
to D and dress sized to 24.
PAIN DE SUCRE (NO PIC)
Pain de Sucre delivers another collection
featuring all their well loved classic styles
and introducing some highly innovative
bikini and swimsuit shapes. Floral prints
feature heavily and solid colours include
purple, blackberry, turquoise, pimento and
black and white. The cup sized range has
been extended following its launch last
season and now has new shapes available in
a variety of cup sizes.
PAUL FASHION
Sielei Mare Donna is totally new this
season and responding to the demands
of customers, Sielei launch a collection of
swimwear and beachwear in larger cup sizes
for the fuller figure with wholesale prices
£14-£18, all styled to enhance curves and in
flattering colours, to E and F cups with dress
sized beachwear to 20.
Sielei Mare offers fashion swimwear
with wholesale prices starting from
£9 - a dozen stories incorporate popular
styles including gel push ups, square cut
swimsuits, generous brief styles and soft
billowing cover-ups.
Pretty Sielei Lingerie for spring caters
Sielei Mare Donna
Verdissima ‘You’ dress
Féraud Nightwear’s theme for the preChristmas season is Essence of the Orient.
For spring Supersoft cottons in delicate
prints and colours create feminine styling
in nightdresses, pyjama’s and robes. Lace
is partnered with bold stripes to dramatic
and fine cotton voile or silk and cotton add
lightness and charm.
Rösch Beachwear has created a niche,
now offering beachwear to F cup. Along
with well priced and beautiful quality
beachwear, the 2012 outerwear collection is
extensive and colourful with motifs of roses,
sea shells and hibiscus. Swimwear prints
include an exclusive pink leopard print, a
zebra-flower combination, zigzag stripes,
all over dots and paisley in a palette of red,
black, turquoise and navy.
Rösch Nightwear is inspired by an
English Garden, creating new modern
graphic prints on super soft cottons,
tailored homewear sets for lounging or
travel, and adding vintage florals, while
bold abstracts contrast well with their Les
Pastels series.
Verde Veronica Mare offers glamorous
swimwear ‘for the individual who dares
to bare’, adding opulent cover ups and
co-ordinates in silks and cotton. Flattering
swimsuits and bikinis have been cut lower
on the hip while popular mix and match
styles, to suit all body types, come in bold
plains or flattering prints.
Verde Veronica Lingerie is romantic
and sophisticated. Delicate transparent
panels create lightness in nightwear and
loungewear. Stretch lace ensures comfort
and fit in underwired and padded plunge
bras with matching bustiers and baby dolls
in silk and lace.
Verde Veronica Lingerie
PATRICIA EVE
New to the Patricia Eve portfolio are
Christina swimwear with larger cup
sizes and long torso styles, the Solutions
Swimwear control range for women of all
ages, and Rapz affordable and colourful
cover-ups to complement any swimwear
collection or style.
Patricia Eve targets high street,
department store internet retailers with
four shapewear and three swimwear brands
for women aged 25-65. All ranges use
fashion-led colours and patterns along with
sophisticated secret control.
Long standing best seller Miraclesuit
swimwear, whose control is generated by a
single layer of a special fabric called Miratex
which was created by the brand, has new
plum and fuchsia for 2012 as well as several
new cuts and styles.
Smooth comfort collection Miraclesuit
Shape has been well received in stores
and there are three new styles for autumn:
a brief, thigh slimmer and Torsette Body
Briefer (in the popular WYOB silhouette).
Soft comfort is a new adjustable fabric that
moulds to the body using hidden panels to
target problem areas.
Naomi & Nicole launches new
Flexible Fit in a super smooth, silky fabric
that provides comfortable firm everyday
shaping. Featuring ‘wonderful edge
technology’ the collection comprises four
best-selling styles - a Hi-Waist Brief and
Thigh Slimmer, regular shaping brief and a
body torsette again in the ‘wear your own
bra’ silhouette.
For Body Wrap, the high fashion
Diva dot slip, body and brief in black and
nude is quickly becoming a best seller and
Iridescent continues to go from strength to
strength. New vibrant prints in purple, pink
and lime green are being added together
with two new silhouettes, a control thong
and multi-way bra.
Patricia Eve RRPs Miraclesuit Swimwear
£100-£150, Christina Swimwear £60-£80,
Solutions Swimwear £50-£70, Rapz £20£60, Body Wrap £25-£70, Miraclesuit
Shapewear £25-£70, Naomi & Nicole £10£40, Miss Elaine £40-£60. Early deliveries
can be offered on swimwear orders placed
at MODA.
One Patricia Eve buyer was particularly
pleased after last season’s show - Jan
Mansergh, owner of Jacy’s in Cockermouth in
Cumbria, won the prize draw for £600-worth
of stock at RRP. Every order over £150 written
at the show last time was put into the draw.
RED OR DEAD
Always individual and irreverent, Red or
Dead’s Rescue Me collection for 2012
adopts retro nostalgia and iconic Britishspecific motifs such as a London map and
black cabs, ice cream cones and tapestryeffect ducks. Long tankinis, swimdresses,
balconette bras, skirted pants, low leg one
pieces and cutaway styling use vintage
inspired silhouettes and digitally reproduced
prints that ensure maximum definition. RRP
£55-£73.
SEAFOLLY
With 35 years experience and a new brand
ambassador, Dutch supermodel Marloes
Horst, Seafolly promises a collection that
‘redesigns retro for the everyday girl’,
starting delivery for the cruise season with
main arrivals in February 2012. Vintage
checks, pin-up polka dots, gingham and
stripes, luxurious Seventies’ safari and
butterfly prints line up with navy-as-thenew-black. For sizes up to DD-E cup.
SPEEDOSCULPTURE
SpeedoSculpture will be having a full
above and below the line marketing
initiative for the new SpeedoSculpture
collection. The brand has been given
a major overhaul for Spring 2012, and
the campaign will reflect the direction
of the new products in the portfolio.
The SpeedoSculpture platform now
consists of four tiered segments, with
each tier representing a different price
and technology. A completely new Fashion
Capsule, offering tummy control and
fashionable colours and prints provide the
more holiday/spa consumer with products
that are not too swim-focused. The new
PREMIUM capsule uses all-over firm body
control in individual cup sizes up to G for
fashion-oriented women. Premiere Ultimate
(D-H cups) and the Sculpture Active ranges
will remain as stable parts of the collection.
SRP for Sculpture from £30 with each
tier differentiated by price and technology.
Solutions Swimwear
Naomi & Nicole
RASUREL & SUN&BLUE
Rasurel’s line-up for SS12 brings a bright
paisley print on an array of microfibre
styles catering for both larger and smaller
busts, Art Deco inspiration with an array
of fabulous cuts including a bandeau one
piece and bikini with high-waisted briefs,
while classic, shaping, fast-drying Esther
swimsuits continue in deep charcoal.
Rasurel will be offering two window kits
and improved mark-up. RRP £29-99.
SUN&BLUE offers the same Rasurel
quality but more youthful looks, bursting
with colour and cutting edge style. New
are butterfly prints and stripes worked with
cactus artwork, all at affordable prices and
improved mark-ups for spring.
SEASPRAY
Seaspray offers not just cup fit but body fit
in an inspired range adding a modern twist
to retro glamour. With four groups each
in two themes - exotic and ethnic, styling
offers concealed control panels, longer body
lengths, adjustable straps and flattering
cuts. Unique botanical and floral prints,
stripes and batik use inky blues, turquoise,
burnt orange, camel with black, cerise with
white and classic black-white. RRPs plain
classic from £35, prints £65-£84.
SUNFLAIR
SUSA
SUSA’s latest beachwear (pictured)
collection offers a mastectomy option in
every cut in a broad offer catering for sizes
10-28. Bikinis, tankinis and swimsuits with
pre-shaped cups go for uncomplicated and
timeless looks.
SUSA lingerie focuses on fit and
comfort in classic designs, using new
functional materials and shapes, reinforced
cups, wide straps and underbust support.
New basic Milano has a subtle honeycomb
pattern and moulded cups, in black or
champagne, while Swiss tulle embroidered
Siena in sand has a wide underbust band
and mastectomy bra option.
The Pure Fashion by SUSA series is
lightly padded with a coloured stripe on
the top of the cup, in black-toffee, toffeechampagne and taupe-rose.
ZOGGS
Zoggs want to talk to real swimmers,
especially at the point of purchase, and
in addition to their award winning
display fixture, there will be new in-store
and online versions of the Swimshapes
‘communicator’, designed to help consumer
understand the benefits of Swimshapes
swimwear and match the appropriate style
to their body shape.
Zoggs continues to support the annual
Swimathon and is official partner to the
ASPIRE charity swim - providing ordinary
swimmers the chance to swim the English
Channel over 12 weeks in their local
swimming pool, raising funds for those
suffering from spinal injury.
Swimshapes and the Zoggs cup sized
range are the key focus for spring. There’s
Hollywood glam in red-white-blue designs,
including a one piece with an asymmetrical
strap, a polka dot tankini and a retro swim
dress. There’s a new Boost suit in black
and white, capsule collection Japanese
Floral has an empire line swim dress plus
a Booty Suit, while continuing styles add
new colours: Torquay Scoopback (red with
white and navy empire band), Wyomi X
returns in black and white, Macmasters
(black with jade and purple piping). RRP for
Swimshapes £20-45 and Zoggs offer 20%
show discount on orders over £1000.
Christina Swimwear
Verdissima Mare
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THE LATVIAN BRANDS AT MODA
Latvian lingerie will have a substantial
presence at MODA, exhibiting as a group
under the Latvera banner. Novella, Lauma
Lingerie, Gracija RIM, Regina N, Nikol
Djumon, Roksa, Glora, Magija Lingerie,
Bogema Lingerie, Rosme and Orhideja want
to introduce their collections to the UK’s
buyers, agents and distributors.
Latvera represents an industry with a
significant history and reputation, turnover
of more than EUR70 million, with 93% of
products exported, largely to the eastern
market.
Turning its attention westward, the
Latvera presence will be spearheaded by
Jurijs Hadarovics, director of the Association
of Latvian Lingerie Manufacturers.
Some of the companies have been
established more than 50 years, many have
created own brand collections for European
retailers. Latvian manufacturers, proud of
their own designs, always tailored to the
anatomy of women in target markets, has
a strong ethos in training and expertise.
Many Latvian educational institutions have
developed strong links over many years
and the government runs a special training
programme for the sector.
Latvian designs have often been
selected for the central Trend Hall in Paris
fairs like Mode City and SIL.
BOGEMA LINGERIE
Bogema Lingerie
REGINA N
Using interesting colour combinations with
beautiful embroideries and laces, Regina N
caters for a full range of cup sizes from A-H.
ROKSA
Roksa, launching five new styles for spring
in fashionable colours and combinations,
wants to study the UK market. The
collection has a large assortment of classic
lines as well as seasonal fashion collections.
ROSME
Rosme’s inspiration for autumn was the
movie Edge of Love, seeing the different
sides of different women, and the theme
continues into spring with new products
and marketing materials. Rosme targets
women aged 20-45 with fashion and classic
collections, basics, a one-piece seamless bra
range, swimwear and nightwear. Coming
soon are a fantasy collection, a reversible
bra - black for day, animal print for night and the brand’s first bridal range with bras,
corsets and bodies matched with coquette
briefs, co-ordinates and accessories.
LAUMA LINGERIE
Lauma Lingerie
GRACIJA RIM
Gracija
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MAGIJA LINGERIE
Catering for an extensive A-M cup range,
with each size specially tailored for comfort
and styling, Magija Lingerie offers a
collection split equally between fashion and
classical lines as well as panties with laser
cut edges. Key colours for spring are pepper,
crocus and Irish coffee. Magija offers
outsourcing services such as cutting, sewing
and pattern development.
ORHIDEJA
Orhideja brings a ‘breath of French design’
in its fashion 2012 collection, targeting
women aged 20-45, alongside classic,
control and corset ranges. Just launched
are new, innovative shorts that promise
to target localised fat while they’re worn,
using a combination of aloe, vitamin E and
caffeine in the fabric. Key colours for spring
are coral, turquoise and ‘Atmosphere’.
IT’S A MAN’S WORLD AT MODA
JUNK UNDERJEANS*
Junk Underjeans, which has sold in the USA
for two years, will make its UK debut at
MODA.
The Underjeans collection is unusual
in the men’s underwear category because
it is designed to be seen and stylised like
directional fashion T-shirts. In the US their
success has been with online retailers and
speciality lingerie and denim boutiques, and
the brand is in discussion with chains and
department stores. They hope to repeat this
success in the UK.
Junk Underjeans will show its premier
line of technical Air Mesh performance
underwear in Softel nylon (the softest nylon
in the market) and Spandex, in a breathable
pointelle mesh and stylised patterns, with
anti-bacterial and moisture management
features. The palette is bright for 2012,
visible in jacquard logo waistbands as well
as mesh patterns, colourful stripes and
camo jacquards designs.
Cotton-Spandex men’s underwear
continues in the INDUSTRIAL ZEN range
with graphics paired with rich neutrals and
heathers as well as bright accents - Hot
Orange, Citrus, Lime and Fuchsia.
Wholesale prices have been lowered
from £9+ (retail £22) to the £6-8 range
(retail around £12.50-15.50) for cotton/
Spandex styles and the new nylon range
around £15.50.
2x(ist)
Men’s collection 2x(ist) is launching a new beachwear collection at MODA (with Paul
Fashion in Lingerie & Swimwear). This iconic men’s underwear label continues to excite with
new waistband technology matched with quality cotton. Colour is still the theme and new
packaging and imagery reinforce the originality of the brand.
CALVIN KLEIN
BRUNO BANANI
Bruno Banani swimwear and underwear
for men, showing with Paul Fashion
in Lingerie & Swimwear, has pixelated
patterns, a tickets print in violet, print and
blue, fireworks, and stripes lined up for
underwear. Maroon, red, violet, bright
green and pink balance anthracite and
azure blue, metallic gold, copper and
brown.
Bruno Banani swimwear bursts into
spring with colour and verve, all-over prints
starring life belts, flowers and psychedelic
swirls, irregular colour washes, soft rainbow
stripes and sharks! Bond inspires a ‘licence
to swim’ theme, there’s nautical nicety,
coral, pistachio, yellow, spring green and
sky blue.
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Calvin Klein shows in the menswear section
at MODA with swimwear and underwear
reworked for SS12. Pure, sleek swim briefs
and trunks contrast with double waistband
shorts and boardshorts, and there are
10 block colours, stripes and bold prints.
The new men’s underwear (pictured)
collection, Bold Contrast, is a masculine line
with progressive styles including the lower
rise flex brief. Also new is 3D underwear in
all-over prints.
For women, younger ck one and Calvin
Klein Luxe swimwear polarise with sporty
shapes and pop colours, neo skin and
tubular stripes contrasting with Luxe’s sultry
shine, metallic hardware, umber, cobalt and
platinum. Underwear uses candy pastels
and bright gem tones and basics continue
with three coverage levels, while Calvin
Klein Black returns, extended to include
ivory and sleepwear.
CAMEL ACTIVE
Functional underwear from an instantlyrecognisable lifestyle brand, Camel Active
underwear for men’s New Explorers
collection for 2012 offers five series. These
include durable fast-drying styles, a smooth,
light jersey in precise cuts, wide cut woven
boxers, plus new sporty leggings with a
signature C on the waistband and a long
sleeved top.
JOCKEY
Jockey, who staged their first international catwalk show in London earlier this year,
return to MODA with underwear, swimwear and loungewear in their USA Originals and
International collections. Colours are playful and there are new looks, including the
comeback of coloured Y-Fronts in plains and stripes.
WAXX
H J HALL SOCKS
HJ Hall is launching a new but very
traditionally made range of men’s socks
- the Heritage Collection. Available in size
7-12, wool-rich and classic colours (black,
navy, grey, taupe, sage), they are machine
washable and have a six month guarantee.
Apart from the plain sock there are Argyle
and Diamond Rib designs in half hose, and
a dashing contrast tip and toe, available in
half hose and long.
MUNDO UNICO
AsdruMark is back with the internationally
acclaimed, award winning designer
underwear from Mundo Unico with the
unique ‘suspensor’ construction feature.
They say: “Fabulous fit, quality fabrics
and unstructured pattern designs make
Unico the foundation of a fashionable
wardrobe.
“The unique concept for the 2011/12
seasons lies in the eternal, infinite material
and spiritual things that surround us such
as characters, events, places, inventions and
inventors.”
WAXX underwear - showing on the AWG
Brands stand in the Lingerie & Swimwear
section of MODA - now has a PR increasing
brand awareness via trade and consumer
press, social media and a celebrity endorsement to be confirmed later in the year (Waxx
is already worn by Peter Andre, the boys
from McFly, Kenwyn Jones and even Alex Ferguson). A design and print competition will
be launched this autumn and sponsorship of
extreme sportsmen and women continues.
WAXX has complementary collections
for men and women. Coming soon are a
dozen new trunk style men’s boxers, more
surf and swim shorts and WAXX’s signature
metal tube packaging is now completely
colour and print co-ordinated.
Retail pricing continues at the same
level as for the past two years: £25 men’s
trunk boxers, £40-45 men’s boardshorts,
£18 ladies tops and boy shorts. Agents Elite
Swim offer free delivery on all order over 20
pairs.
ZOGGS
Zoggs is showing in the Lingerie &
Swimwear section of the show.
Message from the editor: Underlines will
be running another special menswear
focus before the end of the year so keep
the information coming!
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