The New Mood of Intimates Is Taking Shape at Curve
By MOLLY JAYNE
As Curve Montréal and Curve New York approach, the mood surrounding this summer’s market season feels noticeably more focused.
Across intimates and swim, brands are arriving with sharper storytelling, more intentional assortments, and a stronger awareness of how product needs to resonate both digitally and in-store. Conversations surrounding visibility, customer loyalty, community-building, and retail growth continue to shape the atmosphere heading into the season.
Curve Montréal returns to Gare Windsor on July 12–13, bringing together a curated mix of intimates, swim, and loungewear brands alongside the return of the MERITAS Awards, an evening that continues to spotlight creativity and innovation within the Canadian lingerie industry. Brands including SHAN, Lise Charmel, Mey, DIM, and Panache are among those expected to showcase new collections during the Montréal market.
Momentum then shifts to Curve New York at the Javits Center’s River Pavilion from August 2–4, where retailers and brands will gather during one of the industry’s most important buying periods ahead of Spring/Summer 2027. This season’s New York market will feature brands including Simone Pérèle, Tommy John, Freya, Elomi, Natori, and Empreinte, spanning intimates, swimwear, shapewear, loungewear, and emerging labels.
This season’s programming reflects many of the conversations currently shaping the market. Sessions including Turning Likes Into Lingerie Sales will examine how brands and retailers are translating online engagement into measurable retail growth, while broader discussions surrounding the state of the industry will explore evolving consumer behavior, merchandising strategy, and what connection looks like in today’s retail environment.
Throughout the show floor, returning favorites will sit alongside newer labels bringing fresh energy to the market, creating a mix of discovery, familiar partnerships, and new perspectives across intimates and swim. That balance between commerce, creativity, and community remains at the core of what continues to make the Curve markets such an important gathering place for the intimates and swim industry season after season.
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