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Breaking Out for Spring

NEW YORK — The 12th edition of the Intimate Apparel salon show is not showing its age.<br><br>Bracing for a record turnout of retailers from major stores, as well as smaller specialty operations, the trade fair will feature over 180 exhibitors...

NEW YORK — The 12th edition of the Intimate Apparel salon show is not showing its age.

Bracing for a record turnout of retailers from major stores, as well as smaller specialty operations, the trade fair will feature over 180 exhibitors and is expecting attendance in excess of 1,000, said show organizer Carol Bigman. Last year’s retail attendance was about 800.

The Aug. 4-6 event at Manhattan’s Millennium Broadway Hotel will be staged on the fifth, seventh and eighth floors of the West 44th Street venue. It will include a host of new amenities, including an expanded buyers’ lounge with a relaxation area, exotic teas, massaging chairs and handheld massagers, as well as computer stations and Internet access.

“It looks like it will be a really dynamic week,” Bigman said. “We have worked very hard enhancing the aesthetics of the show, such as the registration area, which will have a dramatic display of mannequins wearing prototype pieces from Nilit and H. Warshow & Sons. There also will be informal modeling and trend vignettes.”

Newcomers exhibiting at the salon include Ascension, California Sunshine, Calispia, Edith Eiffel, Fashion Essentials, Nay Et Al, Salomee Lingerie, Shape Tape, Smart Apparel, Somo Associates, Squeem and Wendy Glez. Other participating brands include Antinea, Barbara, Celestine, Cotton Club, Gossard, Le Mystere, Lepel, Millesia, Nina Ricci, Oscalito, Parah, Pluto, Ravage, August Silk, Fernando Sanchez, Flora Nikrooz, Loungerie, Nick & Nora, Arianne, Blush, Christine, Elita and Papillon Blanc.

Lisa Leigh, director of merchandising at August Silk Intimates, said: “I think the Salon show will be very important for sleepwear vendors because it will be very diversified in terms of the number of vendors. We are moving from the fifth floor to the eighth floor, and I like that because we will be with fashion-forward vendors who have new ideas. That will make it very convenient for the retail customer.”

Leigh noted that a new collection called August Moon by August Silk will be unveiled at the show. While silk will be the core of the collection, new fabrics and trims will be featured, including knits and laces.

“It’s very lifestyle driven and is a much hipper, younger look,” said Leigh. “There will be 24 silk prints, and everything can be worn as separates or as a single item.”

Marvin Backer, president and co-owner of Flora Nikrooz Lingerie, said: “I think a lot of sleepwear and daywear buyers will be at the Salon show, and I think this will be a buying show. Stores are looking for newness and designer names that will bring consumers to their floors.”

Backer said he expects to see buyers mainly from the East Coast, Canada and Florida.

“The European market is waiting to see us at the Mode, Lyon City show in Lyon, France,” he said. “A main reason is it’s difficult for Europeans, as well as retailers from the Middle East, to get visas to the United States right now.”

Backer said additional styles will be introduced in a new moderately priced line of sleepwear and daywear called Intimates by Flora. The line focuses on polyester charmeuse and chiffons with Venise lace trims and lace-trimmed printed woven cottons. A young, contemporary line called Flash by Flora will also be showcased.