The Intimate Apparel Industry had several rendez-vous these last two months with four trade shows: Salon International de la Lingerie in Paris, Curve Las Vegas, Curve New York and The Lingerie Selection in New York City.

During my 15 years working in that industry, I experienced these trade shows from “the inside”, as an exhibitor. I had then one mission which was to support the Sales team, see as many clients as possible and convince them to write an order right away so that their money didn’t go to another brand. I can only describe it as a Sales Marathon.

This time, I got a completely new experience: as an outsider and with my business partner Emilie who had never attended an Intimate Apparel trade show. I got the opportunity to browse, chat with designers and sales people I already knew but also meet new ones.

In the end what was very interesting is that Emilie and I came to the same conclusion: where’s the innovation?

Don’t get me wrong, there are plenty of innovative fabrics which are used by the Intimate Apparel Industry. What I mean is that bras, as functional and highly technical items, literally call for innovation: trying to support breasts with the most delicate fabrics requires an understanding of physics, movement, engineering and physiology.

I’ve always been a strong believer that there should be an alternative to metal wires, hook & eyes and straps as we know them. I can’t recount the number of discussions I’ve had with my father about this over the past 15 years.  He would always conclude our discussions by saying “your company should hire aeronautic engineers: their daily job is to defy gravity”.

Personally I would love to not have to wear a bra and for my breasts to be supported, in some way, directly by my clothes. Bras could then become true fashion accessories and break from the limitations that come with any functionality.

Let see who gets on it first!

Tiffany Berrier