PARIS — Eurovet executives said they expect a 17 percent increase in visitors for the inaugural Mode City and Interfilière lingerie, beachwear and textiles trade fairs in Paris, scheduled to run Sept. 6 to 8 at the Porte de Versailles, after 24 years in Lyon.
The new location has attracted 192 lingerie and swimwear brands that had not shown at the fair, including the U.S.' Vix, France's Leo Leo and Italy's Custo.
"A new profile of visitors is emerging from the ready-to-wear arena," said Séverine Marchesi, the trade fair's coordinator, who noted that 30 percent of visitors have requested all-access passes, allowing entry to Porte de Versailles' neighboring fashion salons such as Who's Next and Premiere Classe. "There's much more interaction at play between beachwear and fashion [retailers] than for lingerie and fashion merchandise."
Mode City has been restructured for its new Parisian digs, with its swimwear and lingerie exhibitors now divided into four categories that will be flagged by giant balloons. These include Young Fashion; Designers, Labels and Creation; Cocooning for loungewear, nightwear and fitness, and The Essentials for traditional corsetry brands.
Emerging designers will be sprinkled among established labels. Young designers will also greet visitors at the entrance, a space traditionally filled by the sector's old-time corsetry brands.
"It's important to show that a young dynamic drives the show," said Marchesi, adding that in order to boost the category, emerging designers have benefited from a 50 percent reduction in exhibitor fees.
Prompted by strong demand from exhibitors and visitors to the Interfilière textiles salon, a new hall dubbed Sourcing by Mode City has been added to the show that will include Bulgarian and Tunisian pavilions.
"The dollar and the soaring cost of petrol will see a lot of rerouting of manufacturing from China to other territories such as Eastern Europe," Marchesi said.
Newcomers to Interfilière, which is led by Italian mills, will include Spain's Morchem, specializing in laminated textiles and solvent and water-based polyurethanes, and Italy's Emme, specializing in embroidered lingerie elastics. For the first time, Interfilière will host a section dedicated to print illustrators, previewing designs for the spring 2010 season. Its trend forum, Crystal Palace, will feature a majestic decor inspired by Paris' Grand Palais.
Meanwhile, Speaker's Corner topics will include the modernization of shapewear, as well as the feminization of innerwear for sports activities. Mode City's happenings will take place at the heart of its four sectors. Twice-daily, alternating beach and lingerie catwalk shows will be staged in the Cocooning section, while a trend forum will be housed in The Essentials area. Conferences will be grouped into daily themes, including the independent retailer market and emerging markets.
On a festive note, Mode City will host a lagoon-themed party at the Palais de Brogniart on Sept. 7 featuring a Baroque orchestra.
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