The annual Porto Montenegro Fashion Festival, known for its seaside runway and luxury vibe, shifted its focus this year to an often overlooked strategy: direct-to-consumer outreach. Organizers placed heavy emphasis on how designers connect with shoppers beyond traditional retail channels. The event featured three prominent names: Antonio Grimaldi, Victor Weinsanto, and Liwen Liang.
Grimaldi, celebrated for his architectural couture, presented a collection that hinted at intimate detailing. Weinsanto, whose work frequently blurs the line between outerwear and lingerie, showed pieces that could easily double as boudoir essentials. Emerging talent Liwen Liang brought a youthful energy with designs that prioritized comfort without sacrificing sensuality. Their presence underscored a broader industry pivot toward owning the customer relationship.
For lingerie brands, DTC isn't just a buzzword - it's survival. The festival's programming included panels on digital marketing and customer retention, topics that resonate strongly in the intimate apparel world where fit and trust matter most. The Lingerie Museum takes note: this event signals that even high-end fashion is embracing the direct model that lingerie startups have championed for years. Expect more designers to follow.
Originally reported by WWD