Ahead of the Curve: "The intimates category has grown beyond the traditional lingerie shop model"

A version of this story first appeared in The SKUpe's weekly newsletter. To get it in your inbox, sign up for free, here.

By Marcy Medina | for The SKUpe

As tradeshow season continues, we sat down with Raphael Camp, CEO of Comexposium U.S. & North America, which operates Curve, the intimate apparel expo taking place in New York, Los Angeles and Montreal, to find out how tradeshows have evolved from bi-annual in-person events into year-round communities for retailers and brands.

How has the tradeshow evolved since the pandemic? 

Since the pandemic, Curve has become more than just a traditional tradeshow—it’s now a true community hub for the intimate apparel industry and the adjacent product categories (shapewear, hosiery, loungewear, sleepwear, swimwear, activewear, maternity and nursing wear, sexual wellness products). We’ve evolved in many ways from just our bi-annual, in-person event.

What are the new elements of the upcoming New York show, August 3-5? 

We’re expanding our education series, adding more trend-focused panels; we’re excited to welcome editor-in-chief of Sports Illustrated Swimsuit, MJ Day, along with Elle fashion editor Madison Rexroat, to join trend forecaster Kendall Becker in a conversation about 2026 trends. We’re also hosting buyer roundtables and introducing immersive showroom-style spaces to help brands better tell their stories.

Sustainability continues to be a major focus, and this year we’ve enhanced our Eco Trail to spotlight brands prioritizing environmental responsibility. We’ve cultivated a partnership with Wolf & Badger and will be co-hosting an event in their Soho boutique, where brands can get their first retail footprint by way of the retailer. We’re also continuing our Curve Connect matchmaking program, which has been a great tool for fostering targeted meetings between brands and buyers.

What have you heard from exhibitors and buyers about how tariffs are affecting business and how are they working around it?

Tariffs, particularly those affecting imports from China, have definitely added complexity for both brands and retailers. We’ve heard that some brands are exploring new manufacturing countries, such as Turkey, India and parts of Latin America, to mitigate rising costs. Others are streamlining their assortments and focusing on core bestsellers to manage margins. Buyers, meanwhile, are becoming more selective, placing smaller initial orders with flexibility for reorders. The environment is pushing everyone to be more strategic, more nimble and to value strong vendor relationships.

Overall, how has the retail market for intimates changed?

The intimates category has grown beyond the traditional lingerie shop model. We’re seeing more fashion and lifestyle retailers, including those that previously focused only on ready-to-wear, adding lingerie, loungewear and swim to their assortments. Consumers are treating both intimates and swimwear as a style statement, not just a utility item, which has opened the door for crossover categories like bodysuits, bralettes and matching sets. Online, there’s been an increase in niche marketplaces and subscription models tailored to intimates. Overall, the category has become more inclusive, fashion-forward and innovation-driven than ever before.

Thanks for reading this week's edition!

You can reach the newsletter team at theskupe@mynewsletter.co. We enjoy hearing from you. 

Interested in advertising? Email us at newslettersales@mvfglobal.com 

The SKUpe is curated and written by Marcy Medina and edited by Bianca Prieto.