As the industry prepares for Curve Montréal and Curve New York, the mood is notably more deliberate. This summer's market season finds brands arriving with sharper storytelling and a keener understanding of how product must resonate both on the screen and on the shelf. Conversations around visibility, customer loyalty, and retail growth are shaping the atmosphere - echoing the very principles that have defined intimate apparel since the early 20th century, when corsetry gave way to more expressive, market-driven designs.
Curve Montréal returns to Gare Windsor on July 12-13, gathering a curated mix of intimates, swim, and loungewear brands alongside the MERITAS Awards, an evening celebrating Canadian lingerie innovation. Among the exhibitors are SHAN, Lise Charmel - a French maison known for its artisanal lacework since 1950 - and Panache, whose engineering of supportive bras for fuller busts revolutionized fit standards in the 1990s.
Momentum shifts to Curve New York at the Javits Center's River Pavilion from August 2-4, during a critical buying window for Spring/Summer 2027. Featured brands include Simone Pérèle, a family-owned French label that pioneered seamless underwire in the 1970s, and Natori, whose fusion of Eastern aesthetics with American comfort reshaped luxury lingerie in the 1990s. Rounding out the roster are Tommy John, Freya, Elomi, and Empreinte, spanning shapewear, swim, and emerging labels.
Programming reflects the market's evolving pulse. Sessions like "Turning Likes Into Lingerie Sales" examine how brands translate digital engagement into measurable growth, while broader discussions explore shifting consumer behavior and the art of connection in today's retail landscape. Returning favorites sit alongside fresh voices, creating a balance of discovery and partnership. This blend of commerce, creativity, and community has long been the backbone of Curve - a gathering that, season after season, reminds us that lingerie is both a craft and a conversation.
Originally reported by LingerieBriefs