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Lyon Expected To Shine

<b>A plethora of new ideas, exhibitors, seminars and trend forecasts will be showcased at the fall-winter 2004-2005 edition.</b><br><br>NEW YORK — Despite the fear factor of terrorism compounded by the weak American dollar and strained...

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A plethora of new ideas, exhibitors, seminars and trend forecasts will be showcased at the fall-winter 2004-2005 edition.

NEW YORK — Despite the fear factor of terrorism compounded by the weak American dollar and strained Franco-American relations over the war in Iraq, the turnout of visitors and exhibitors at the Lyon, Mode City show in Lyon, France, is expected to be the strongest to date.

That’s the word from Claire Jonathan, show director, who said a turnout of 20,000 visitors representing 95 nationalities is anticipated at the Sept. 6-8 lingerie, swimwear and Interfiliere textile fair based on preregistration figures. This will be a record turnout, with some 1,500 more attendees than a year ago, she said.

The overall theme at the 660,000-square-foot trade fair for fall-winter 2004-2005, will be a “fun attitude that reflects the exuberance” of five key lingerie segments in a fashion aisle display called The Lingerie Forum:

  • Design & Freedom, a section dedicated to high-performance and active-inspired garments that have an innerwear-outerwear look.

  • Design & Dream, an environment created for status and megabrands.
  • Creation & Exception, a space for intimates bearing designer names.
  • Creation & Young Fashion, a platform for young designers.
  • Design & Discoveries From Abroad, an international melting pot of lingerie talent.

“Our aim is to make the show easier to shop, and we want the show to get younger and more energetic,” said Jonathan, noting there will be an extra 10,000 square feet of exhibit space to accommodate new exhibitors, as well as expanded trend forums.

The trade fair will showcase 500 lingerie brands from 24 countries, 80 of which are exhibiting for the first time from Italy, France, Turkey and Eastern Europe. The breakdown of categories will be 30 percent women’s sleepwear and at-homewear, 26 percent foundations and corsetry, 25 percent daywear, 12 percent men’s underwear and at-homewear and 7 percent legwear.

New features at this year’s edition will include:

  • A Sport of Living bodywear forum that will highlight the cross-merchandising of lingerie, active separates and ready-to-wear looks.

  • A seminar with a legal expert on the dangers of counterfeit merchandise.
  • A larger forum of men’s products from brands such as La Perla, Punto Blanco, Zimmerli and Bruno Bannani.
  • An expanded swimwear section of 350 brands, 70 of which are showing for the first time, such as Nautica, Ungaro and Versace. Jonathan said a young contemporary section with labels like JLo Swim by Jennifer Lopez will be highlighted for tweens and teens.
  • An Elevation trends forum for the most directional fabrics selected from 330 mills and manufacturers. A main focus will be high-performance fabrics that have features such as wicking applications and protection from ultraviolet exposure.
  • A 10-minute video presentation twice daily of key trends and new concepts in the Gold Club buyers lounge.

“We have a tremendous amount of newness to offer visitors this year and we want Americans to feel welcome,” said Jonathan, noting that turnout of major American retailers is expected to be strong. “The big important buyers for our exhibitors said they will definitely be attending because they have a lot of money to spend that they haven’t spent in prior seasons.”

Key U.S. retailers who have registered for the fair include Saks Fifth Avenue, Neiman Marcus, Federated Department Stores, Chico’s, which will be opening several freestanding intimate apparel stores this year, and Dillard’s Inc., which plans to buy fabrics for new private label innerwear programs, said Jonathan.

She noted that Eurovet, the show’s parent, will host two events: a formal fashion show of intimates and swimwear on Lyon’s Quai du Rhone on Sept. 6 and a gala dinner catered by international chefs for 250 guests at Lyon’s landmark 18th-century city hall on Sept. 7.

Eurovet also will feature a Fabrics Forum called Move dedicated to fabrics that address the blurring of lines between lingerie, rtw and sportswear. The three themes will be Breathe, garments that are body-hugging yet nonrestrictive for comfort, flexibility and movement in natural, soft cotton blends with Meryl, Supplex and Seacell; Evolve, streetwear-inspired looks in solid and printed microfiber laces, net and mesh, and Move, apparel and underwear for extreme sports in a wide range of high tech, breathable and thermo-regulating fabrics.

Regarding young design talent showcased in the Expression Dessous area, vendors will include Active Line Lingerie, Asia, Bas Bleu, Beau Bra, Dreamgirl, Elise Aucouturier, Emozioni Private, Emporiana, Endeanas, Eos, Eva Racheline, Fishbelly, Fleur T, Grazia Lliana, Guia, Le Monde d’Alba, Leg Avenue, Parakean, Pink Piranha, Sarah Fisk, Sophie Malagola, Sylvie Rost, Viamode, Zazi and Zedzz.

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