The Lingerie Football League UK (LFL UK) will return to Moda this weekend to launch a shoppable video channel for the lingerie and swimwear industries.
The Shimmy Lingerie Video Project (SLVP) is building the largest collection of lingerie catwalk videos in Europe in support of LFL UK and its fight for gender equality.
During Moda, LFL will invite lingerie, swimwear and activewear brands to take part in the project free of charge.
Participants will be asked to send their samples to LFL’s photography studio in Preston and, in return, they will receive a high-quality video featuring user-generated content that they can share with their fans and followers on social media.
SLVP will make its videos shoppable to meet customer’s demands and keep up to date with current retail trends.
The project took inspiration from ASOS, which was one of the first online retailers to launch a shoppable video in the UK in 2015.
In February 2016, Topshop collaborated with photographer Nick Knight to stream a shoppable catwalk show during London Fashion Week.
Lingerie brands including Guy de France and Swegmark of Sweden have already signed up to support SLVP.