The International Lingerie Show Revealed

By Ali Cudby

Since joining the lingerie industry, I’ve always gone to the Curve trade shows in the US, but I hadn’t managed to visit ILS, the International Lingerie Show – until now. I wasn’t sure what to expect from my maiden voyage to ILS. I was told it was the “sexier” side of the lingerie industry, and that I would see more adult toys than I knew existed.

When the day arrived, I was surprised by the amount of skin I saw…but not in the way you might expect. In fact, after years of seeing most women in bras and bottoms at Curve, the models at ILS seemed quaintly covered in their corsets, Halloween costumes and rave wear. Sure there were some models who were wearing less, but they were the exception.

Yes, there were sex-positive accouterments of all varieties, from high-end gear that was as much science as sex, to novelty items you might see at a wild bachelorette party, and everything in between.

What I noticed immediately was the emphasis on plus sizes. Almost every brand touted options for full-figured women, oftentimes going up to 6X, and even 10X. The brands were often focused on offering curvier women the same general styles as were provided for smaller sizes, but redesigned slightly for a more flattering look. So instead of spaghetti straps, an item might have wider straps or a halter look for more support, or a stomach panel might be wider, a hem longer. These brands were going out of their way to serve every size and shape in a way that was body positive, fun and embracing. It was a pleasure to see such a range of models on the floor of the show.

At the same time, there is clearly less emphasis on the technical fit for these brands in comparison to the bra manufacturers who populate the majority of the booths at Curve. Most of the brands at ILS are sized S-M-L etc., rather than using band and cup. Stretchy fabrics and forgiving construction make it much easier to offer a wider range of sizes without adding nearly as many SKUs.

More than anything, the arc of lingerie options was made even clearer for me. From the highest price, technical, fit-based garments all the way through the stretchy body stockings that are one size fits most, stores need to focus on their brand message when choosing their product mix. Knowing who you are as a business, and understanding your customers and what they want is a necessity. Get it right and the cash register sings. Get it wrong and you lose in every way. There’s room for everything in the realm of lingerie, and it’s just a matter of finding the products that match best with an individual store’s brand.

That was my biggest takeaway from ILS.

Along the way, I was introduced to some wonderful brands that were new to me, here’s a small sample:

Daisy Corsets

Owned by husband and wife team Mark and Jennifer Reynolds, Daisy Corsets is living example of continuous design. They add new styles to their collection every week or two, using an in-house designer to constantly come up with new, innovative styles. From outerwear to costumes and sizes ranging from Small to 6X, I was impressed with the sense of fun, style and quality at Daisy Corsets.

Sinclair Institute

Vegan, organic lube in eco-friendly packaging – now there’s a different way of thinking about – and discussing – adult pleasure. Adding the health orientation (some products are even marked as USDA approved) provides a great talking point for a product area that can be tricky to discuss with customers.

Revel Body

Revel Body is an external simulator that was born from the same technology as the Sonicare Toothbrush. In fact, the inspiration originated from hygienists, who shared at dental trade shows that they were using their toothbrushes for previously unimagined purposes. Well, those women imagined it, and now it’s a product! The same technology that provides a back and forth vibration in your toothbrush has now been harnessed to pulse, precisely and on command, at the touch of a button. For stores that are uncertain about introducing adult pleasure products, the Revel Body’s discrete shape makes it less obvious on the shelf.

Overall, I walked away from ILS with a better appreciation for the continuum of lingerie and the ways this business helps women of every size look and feel her best in her unique body.