Fashion Forms will be the title sponsor for the 2013 UK Lingerie Awards, the company has confirmed.
The partnership paves the way for a dramatically bigger awards party, and was agreed after the event’s organiser revamped the format of this year’s celebration.
Fashion Forms is one of the fastest growing intimate apparel brands in the UK this year. The company, which is headquartered in California, was founded by Ann Deal, whose background as a retail buyer helped her spot a gap in the global market for lingerie solutions that can be worn under increasingly diverse women’s clothing. The company is particularly known for underwear that enhances red-carpet styles such as backless dresses, plunging necklines and asymmetrical outfits.
“Fashion is nothing if not a great escape and, as Christian Dior once said, there is no fashion without foundations,” says Fashion Forms founder Ann Deal. “At Fashion Forms we provide that foundation for every fashion occasion.”
The partnership with the UK Lingerie Awards will make the year’s greatest red-carpet event even bigger, and transform it from an event for the intimate apparel industry into a glittering
party that will reach out to the public and fashion press.
“We are so excited to be working with Fashion Forms. Ann and the company share our passion for putting on a fantastic party, and the connection to their red-carpet fashion solutions could not be more perfect for this event,” said Marianne Trotta, commercial manager for the UK Lingerie Awards.
The 2013 UK Lingerie Awards will grow to accommodate up to 600 people – more than double the size of previous years. For the first time, tickets will go on sale to the public, who will be treated to a star-studded night of high fashion and glamour.
The venue and date of the UK Lingerie Awards have changed to reflect its repositioning as a major consumer show. Freemasons’ Hall, in the heart of London’s Covent Garden, will host the party, which will take place on December 4 2-13. “Freemasons’ Hall is an incredible venue, which will give us the space and flexibility to create an extravaganza for the intimate apparel industry, the lingerie-loving public, fashion and consumer press, ultra-glamorous celebrities and the paparazzi,” promised Trotta. “Moving to early December means that coverage of the UK Lingerie Awards will hit consumer weeklies, newspapers and web sites just as the Christmas shopping period gears up,” she added.
The awards ceremony itself will remain the centrepiece of the party, and the nomination and judging process for the coveted trophies will begin in early September. The change of date for the event to December means that both spring/summer and autumn/winter collections can be judged for the 2013 awards.
“We are making these awards even more prestigious, and expect the noise we make at this year’s awards ceremony to be heard around the world,” suggested group commercial manager Andrew Martyniuk. “The British intimate apparel industry is worth almost £3 billion, and it is high time that this astonishingly valuable and vibrant sector was properly recognised with a party on this scale,” he concluded.