A Peek Underneath Lingerie Fashion Week


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Back in August we got the inside scoop from Lingerie Fashion Week (LFW) Founder Lauren Rich about the evolution of this exciting niche event, changes for year, and ways to get involved. With less than a month until D-day (or is that DD-day), the entire UnderHaus PR team is moving into full-blown execution mode, checking off the hundreds of components required to produce an event of this magnitude (rental sourcing, printing, model castings, confirming staff, and logistics coordination with current confirmed participants), locking in and wrapping up brand and sponsor participation, and beginning media outreach in anticipation of what will take place October 24-25, 2014.

You’re likely as curious as I am to better understand the logistics and strategy behind the event. Luckily Lauren once again took a brief (pun!) respite from an insane to-do list – assisting designers with model selection, sending out the official show schedule and participants to media, confirming and assembling on-site staff, finalizing print collateral and sourcing everything to build out front and back of house – to do just that.

The strategy behind Lingerie Fashion Week

What have been some key milestones since we last checked in?

Since we last spoke we have confirmed a number of participating brands and sponsors. We’re now thrilled to count 20+ brands ranging from household staple Fruit of the Loom to the cult following Dita Von Teese Stockings by Secrets in Lace, to indie labels Harlow & Fox, Andrée Ciccarelli, Lola Haze and more. We have also had an amazing show of support from sponsors, including The Temple: a Paul Mitchell Partner School, MAKEUP FOR EVER Academy, Accessory2, Uni K Wax, Hanes Hosiery, gardein, Neuro Drinks, Cayrum, VEEV and more.

How are the changes from last year panning out?

The biggest change for us was moving the event timing from intimates tradeshow season to Fashion Week season, to make the event more accessible both to press and to participating brands. We honestly weren’t sure what would happen, but am very happy to report this has been a wise decision!

The feedback from brands in regards to moving the event to late October has been overwhelmingly positive, reflected in a higher volume of brand participants than ever before.

Because of the time shift we have also introduced for the first time an on-site Press Preview concept, which we are calling THE SUITE. This is an excellent option for brands wanting to be involved but not wanting (or needing) to engage on the level of a Runway Show or Presentation. THE SUITE offers the opportunity for brands (and/or their PR agencies) to introduce collections to both short lead and long lead press in an intimate, one-on-one setting. Specifically, capitalizing on Holiday as well as Spring/Feb editorial calendars. No models needed, collections are showcased via garment rack – making execution much more streamlined.

Thus far the reaction has surpassed our expectations. We currently have 15+ brands in THE SUITE (including some of the names mentioned above), looking to get up to a max of 20.

Space is limited but there is still time for brands to jump on board in THE SUITE or otherwise. Limited opportunities are also still available for sponsors interested in Sponsor Lounge branding, Gift Bag Product Placement, placing an ad in our Official Program, etc. Interested brands can contact: brands@lingeriefw.com. Interested sponsors can contact:sponsors@lingeriefw.com All other inquiries: info@lingeriefw.com

LFW showcases brands via Runway Show, Presentation or Special Exhibition, and the audience demo is a mix of press, editors, bloggers, stylists, designers, retailers, VIPs and further influencers within the fashion, lingerie and creative industries. Press counts for about 75% of the total attendance, consisting of domestic consumer titles as well as both domestic and international trade titles. Collectively, LFW has totaled more than 1 billion media impressions since it’s debut in February of 2013. I can’t wait to see what’s in store for the 2014 shows!

Featured Image: Secrets in Lace


Crosby Noricks

Crosby Noricks

Known as the “fashion publicist’s most powerful accessory,” (San Diego Union-Tribune) and the “West Coast ‘It’ girl of fashion PR,” (YFS Magazine) Crosby Noricks put fashion public relations on the digital map when she launched PR Couture in 2006. She is the author of Ready to Launch: The PR Couture Guide to Breaking into Fashion PR, available on Amazon. A decade later, Crosby is a successful fashion marketing strategist who spends her time championing PR Couture's growth and mentoring fashion publicists through her signature online course PRISM. Learn more about opportunities to work directly with Crosby at her website crosbynoricks.com