Moda Lingerie and Swimwear has revealed the exhibition line-up for its brand new Active area.

Lingerie Insight reported in May that Active will target womenswear and lingerie buyers who are seeking contemporary apparel that transcends the sports and lifestyle sectors.

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Confirmed signings within the area include Björn Borg, Acai Activewear, Freya Active, Panache Sport, Anita Active, Leg Code, Pepper & Mayne, Jilla Active and Control Body Activewear.

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Puma will also showcase a range of bodywear alongside the Active platform, while event sponsor Invista will present an installation of its Active Fibre and innovations in Lycra.

Björn Borg UK country manager Neil Smith commented: “As a brand we are seeing more and more interest in our sports underwear collections and felt that Active at Moda would be a great arena from which to showcase the range.

“More people are working out on a regular basis and, due to the functionality – and comfort – of active clothing, they are also wearing fitness apparel as every day wear. Therefore the lines between fitness and fashion have blurred and many retailers who have been previously reluctant to launch fitness are now jumping on to this trend and taking advantage the demand in this new category.”

It’s a sentiment echoed by retailers in the sector, who have welcomed the news that Moda will introduce a dedicated platform for active apparel.

“The new Active 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,” she added.

Moda will open at the Birmingham NEC on Sunday.