Curve New York and Curve Los Angeles reinforced the position as the premier destination for intimate apparel, swimwear, and lingerie innovation. Across both coasts, buyers, designers, and brands converged to explore the season’s boldest directions, from elevated basics and sustainable fabrics to boundary-pushing silhouettes and body-positive campaigns.

The shows highlighted an industry increasingly attentive to inclusivity, gender-fluid designs, and the blending of fashion with wellness, while panels and presentations sparked conversations around direct-to-consumer strategies, digital retail integration, and the role of storytelling in brand differentiation. Together, the New York and Los Angeles editions provided a comprehensive view of the trends shaping intimate apparel and the evolving priorities of both retailers and consumers. 

Dealing with delicates

Among the many innovations on the show floor, one standout came not from the garments themselves, but from how we care for them. Eucalan, a third-generation, woman-owned brand with a 30-year legacy, is redefining fabric care with its no-rinse, eco-friendly wash.

Originally designed for delicate fabrics such as wool, silk, lingerie, and knitwear, Eucalan’s lanolin-enriched formula cleans and conditions in a single step—helping garments maintain their softness, structure, and longevity. With biodegradable ingredients, naturally derived essential oil scents, and a water-saving approach, the brand is resonating with today’s sustainability-minded consumer. Notably, its use is expanding beyond lingerie, signaling a broader shift toward mindful garment care across categories.

Radical Longevity: The Anti-Fast Fashion Movement

A growing segment of the market is rejecting disposability in favor of durability, performance, and circularity. This “buy-it-for-life” mindset is reshaping how consumers evaluate everything from activewear to intimates.

Yoga Democracy stands out as a leader in this space, with sustainability embedded into its DNA. By transforming recycled plastic bottles and fishing nets into vibrant, expressive activewear—and utilizing no-water dyeing and fabric scrap reuse—the brand delivers both environmental integrity and bold design. It represents a new kind of sustainability: one that is as visually compelling as it is responsible.

Quiet Luxury, Redefined in Bodywear

Minimalism continues to evolve into something more intentional and values-driven, and Mey embodies this shift with precision. Best described as quiet luxury in bodywear form, the brand offers elevated essentials that feel understated yet deeply considered.

What sets Mey apart is its commitment to sustainability without sacrificing sophistication. Certifications such as OEKO-TEX, bluesign, and GOTS reinforce a message of transparency and responsibility, while its European heritage lends an added layer of credibility. The result is a collection that speaks to consumers who value quality, longevity, and mindful production as much as design itself.

The Rise of the “Plain Jane” Panty

In a market often dominated by overtly sexy styles, one of the most surprising standouts was refreshingly simple. The Nylon Gusset “Plain Jane” Panty from Teri Lingerie, a nearly 50-year-old, woman-owned brand, proved that comfort and practicality are having a major moment.

Known for its commitment to quality, affordability, and timeless design, Teri Lingerie offers everyday essentials that prioritize how women actually want to feel: comfortable, confident, and unrestricted. Available in a wide range of inclusive sizes and an array of cheerful colors, the Plain Jane Panty has developed a loyal following across generations. Its appeal is universal, embraced by women of all ages and sizes, and even appreciated by men for its soft, easy, and generously cut fit.

In an era where authenticity and comfort are driving purchasing decisions, this “back-to-basics” bestseller underscores a larger trend: sometimes, simplicity is the ultimate luxury.

The New Era of Performance Intimates

As the lines between activewear and intimates continue to blur, brands like Anita are leading with credibility and purpose. Long regarded as an authority in the category, Anita demonstrates how technical performance and thoughtful design can coexist seamlessly.

With a strong focus on breathable, high-support sports bras across an extensive size range, the brand addresses a critical gap in the market: proving that function-led intimates can still feel refined, polished, and wearable. As consumers demand more from their garments, particularly in terms of comfort, fit, and versatility, Anita reflects a broader movement toward pieces that support real bodies in motion without compromising on aesthetic.

Retro Reinvented: The Return of Sculpted Foundations

Shapewear is experiencing a resurgence, but with a distinctly modern perspective. Rago Shapewear, a heritage brand manufacturing in the USA, is tapping into this moment by blending vintage-inspired silhouettes with contemporary performance fabrics.

Rooted in classic hourglass construction, the collection delivers structure, support, and durability—qualities that resonate with consumers seeking garments that both perform and endure. The retro aesthetic feels intentional rather than nostalgic, aligning with a growing appreciation for craftsmanship and timeless design. In today’s landscape, shaping is no longer about restriction, but about confidence, control, and longevity.

Care Beyond the Garment

As consumers invest more thoughtfully in their wardrobes, how garments are maintained is becoming part of the conversation. Forever New extends the lifecycle narrative by focusing not just on what we wear, but how we preserve it.

With offerings that span delicate care, medical washes, and its STRETCH line dedicated to activewear, the brand addresses concerns like odor removal and fabric longevity. This holistic approach reflects a broader trend: caring for garments is no longer an afterthought, but an essential component of sustainable consumption.

The Bold Reveal: Innerwear Takes Center Stage

Intimates are stepping out from underneath and into the spotlight, redefining their role within the wardrobe. This trend embraces visibility, layering, and self-expression—where underwear becomes the outfit, not just the foundation.

MeUndies captures this shift with a distinctly modern approach, combining ultra-soft MicroModal fabrics with playful, print-driven designs. Its subscription model adds a lifestyle dimension, turning everyday essentials into something collectible and engaging. The result is a brand that makes comfort feel fresh, fun, and culturally relevant.

Similarly, Ajour leans into a more elevated, fashion-forward expression. Through the use of lace, mesh, embroidery, and intricate detailing, the brand creates pieces that are unapologetically feminine and designed to be seen. Together, these brands illustrate a movement toward intimates as statement pieces—bold, expressive, and integral to personal style.

Intimacy as Design: The Rise of Pleasure Jewelry

A new category is emerging at the intersection of intimacy, fashion, and self-expression, one that redefines how pleasure is perceived, worn, and integrated into everyday life.

CRAVE is leading this evolution with its concept of “pleasure jewelry,” seamlessly blending function with refined design. Pieces like the Vesper necklace transform a traditionally private experience into something elegant, wearable, and empowering. With a focus on aesthetics, discretion, and craftsmanship, the brand elevates intimate wellness into the realm of luxury accessories.

Beyond product, CRAVE’s broader mission—supported by the CRAVE Foundation for Women—adds a layer of purpose, reinforcing a narrative of empowerment, education, and design innovation. This signals a broader cultural shift: intimacy is no longer hidden, but thoughtfully expressed.

Handcrafted Statements for the Modern Individual

A renewed appreciation for craftsmanship is emerging across categories, with consumers seeking pieces that feel personal, intentional, and design-driven. This trend emphasizes sculptural form, material integrity, and individuality.

CISO Atelier approaches accessories with a similarly thoughtful lens, offering handcrafted pieces produced in small batches. With an emphasis on clean lines, quality materials, and refined detailing, the brand positions accessories as modern design elements—subtle yet impactful additions to a curated wardrobe.

Across New York and Los Angeles, Curve made it clear that intimate apparel is evolving beyond fashion alone. Sustainability, inclusivity, and innovation are now table stakes, while creativity and brand storytelling are what truly capture attention. The shows offered a glimpse into an industry balancing artistry with commerce, setting the stage for what’s next in intimate apparel.