Industry creatives to ‘revolutionise’ lingerie exhibition format with new show

The creative team behind The Lingerie Edit has unveiled plans to open a new exhibition with the aim of reinterpreting the traditional trade show format for 2017.

David Finlayson, founder of The Lingerie Edit and director of APM Agency, is working with Bok Goodall, designer and creative consultant, and Luisa Loveday, founder of independent lingerie brand Loveday London, to launch Dessous London this July.

The new show, set to take place in London’s Marylebone, will showcase a selection of lingerie and swimwear brands under one roof, whilst offering a touch of ‘theatre’ to stimulate and excite buyers.

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Organisers said they plan to “change things up” with the new format, making sure that it not only brings together “the best designers of the moment” but captures the “spirit of the Zeitgeist” by throwing in some surprises and additional points of interest.

“We understand the importance of remerchandising in store and online so it seems ironic that little is being done to change the way we, as the trade, set out the very spaces we encourage press and buyers to visit,” the creative team said in a joint statement.

“It dawned on us that as creatives we crave change to hold our interest and to make us feel as though we are discovering something new, vital and ground-breaking. We agree that the means to achieve this is to consider how best we could ‘remerchandise’ the trade show to take it in a newly energised destination,” the team continued.

“We want to show like-minded brands who are all sufficiently different whether by style or by price point so that everyone is in a space where they feel like a unique exhibit on a level playing field.  We hope that Dessous London will tick these boxes and more.”

Participating brands and event specifics will be announced in the coming weeks.

The Lingerie Edit exhibition, which has taken place at the Savoy Hotel in London for seven seasons, has been cancelled.

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