Moda Lingerie & Swimwear will launch a new area dedicated to ‘athleisure’ this season, trade show organisers have announced.

Targeting lingerie and womenswear buyers alike, the new launch is a reflection of the contemporary consumer demographic seeking apparel for active lifestyles and wellness.

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Industry buyers have reacted with excitement to the news, describing the new platform as a relevant new development for the sector.

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“The new athleisure area sounds really exciting,” said Katherine Stokes, lingerie and hosiery buyer at Browns department store.

“Sports bras are a good seller for us, so I will definitely be taking a look. I am also looking to expand my swimwear offer for SS17 and have my eye on a few new nightwear brands so, as usual, it will be helpful to come to Moda where I can see all of my suppliers under one roof.”

Christine Edwards of Christine Edwards Lingerie, an independent boutique in Hebden Bridge, West Yorkshire, said: “Athleisure could well be of interest for me. I do sell sports bras and also some sports swimwear, so it is relevant to my business.”

Elsewhere within Moda Lingerie & Swimwear, ‘Boutique’ will make a welcome return as the destination platform for new and undiscovered labels.

Rebeliss and Wild Geese will make their debut at the stand, showcasing inspiring new designs in swimwear and loungewear respectively.

Following a positive response last season, Moda Lingerie & Swimwear will once again be located within its own dedicated hall, adjacent to sister shows Moda Woman, Moda Gent, Moda Accessories and Moda Footwear.

“I did prefer the new layout of the show last time,” said independent retailer Sally Bodinar, who owns Anella boutique in Penzance, Cornwall. “I particularly liked the new position of the catwalk, and was still able to buy across my relevant sectors womenswear, lingerie and swimwear.”

Confirmed labels at the SS17 edition include Empreinte, Affinitas, Chantelle, Passionata, Roidal, Rosy of Paris, DKNY Lingerie, Panache, Charnos, Silhouette, Miraclesuit, Lise Charmel, Vanilla, Forever Unique and new label, Mish London.

Event director Penny Robinson said: “As we prepare for the August edition, we are building upon this momentum, and have already seen a lot of interest from new UK brands and overseas exhibitors looking to come on board with the UK’s national trade show.

Moda Lingerie & Swimwear will talk place at NEC Birmingham on August 7-9.