PARIS — Well-being and the feel-good factor will be the theme of the next edition of Lyon Mode City, running Sept. 2-4.
“Lyon is all about summer fare and has a big swimwear presence, so we decided to channel an uplifting theme that’s also suited to sports and the outdoors,” said Chantal Malingrey, executive director of show producer Eurovet’s lingerie division.
Air- and water-based treats, such as giant fans and refreshing mist sprays, will be on hand to get visitors in the mood. The beachwear section will feature themed areas for easy orientation: Win Dream for sportswear, Diva Nautic for high-end brands and Beach Mania for fashion brands.
A separate “minimarket” will host beachwear accessories, resortwear and children’s lines, while the young designer-oriented Spicy Garden will sprout a separate beachwear area.
Diverse well-being-related topics will be treated in the salon’s conference center, such as the effects of the sun and the development of UV-related intelligent textiles, merchandising trends and comfort issues for big sizes. Emerging brands will also be arranged by continent.
With a number of traditional lingerie brands such as Chantelle, Aubade, Triumph, Princesse Tam Tam and Simone Pérèle deciding not to exhibit at this year’s show, exhibitor levels for swim and innerwear brands are slightly lower than last year, with the number of exhibitors at the companion Interfilière show staying about the same.
Innerwear newcomers include Myla, Marlies Dekkers, Fruit of the Loom, Les Maçons Danseurs and Frankie Morello. For beachwear, Vivienne Westwood, Rosa Cha, Coco Doce, Puket, New Age and Aqua are some of the new names signed up.
“Several factors, such as the troubled European market, contribute to the fact that certain brands won’t be showing this time; however, it’s also largely due to the restructuring of a lot of these firms,” Malingrey said. “It’s a time of mutation for European brands. A lot of them are building independent distribution channels to enter international markets, which takes a lot of planning, as well as extra costs.”
The innerwear and beachwear forum, called Spray, will group trends into water themes: Spray for body and spawear, Boiling Point for traditional brands, Geyser for luxury brands and Soda for young brands.
The Interfilière textiles section has been switched from hall seven to hall four, with 31 newcomers, including Nagel & Hermann from Austria, and Keller AG, which specializes in fire-resistant weaves.
The forum’s trend library, housed in a circus tent, will feature exhibitors’ newest textile swatches, showing how they lend themselves to innerwear. The Hi-Tech section will showcase cutting-edge machinery, as well as fibers and threads.
But well-being is also about having fun, so stands will be hosting happy hours from 5-7 p.m. each day. Another opportunity to mingle will be the summer party on Sept. 2, during which fiestas will take place on four themed beaches.