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Dive Brief:

  • As New York Fashion Week rebounds from the height of the coronavirus pandemic, lingerie brand Adore Me is hosting its debut runway show on Friday, the company announced on Tuesday.
  • The direct-to-consumer brand hosted its first New York Fashion Week events in 2019, which included a gifting suite and dinner. At its gifting suite, the brand treated models, bloggers and influencers to a preview of its fall collection, according to a company press release.
  • Adore Me, which recently celebrated its 10-year anniversary, noted that it has amassed nearly 5 million customers since its founding in 2011.

Dive Insight:

Adore Me follows in the footsteps of other fashion and intimates brands to establish a presence at New York Fashion Week. In February 2019, 11 Honoré teamed up with Shopify to allow New York Fashion Week attendees to shop outfits from the runway via QR codes and a pop-up store. Later that year, the second Savage x Fenty show came to New York Fashion Week and was also available for streaming to Amazon Prime Video subscribers in more than 200 countries.

Fashion shows have been a major marketing tool for the lingerie industry, with Victoria’s Secret now plotting the return of its iconic show after canceling the decades-long event in 2019. Now, Adore Me will join its competitors with its own runway show at Fashion Week. The brand said in its announcement that it looked forward to exhibiting the latest lingerie trends.

“The brand seeks to deliver one of the widest assortments in the category at an accessible price point and has recently been making major strides in delivering on its mission of making sustainable shopping more affordable,” the company wrote in its announcement. “This week’s show will serve as a celebration of Adore Me’s promise of supporting every woman to celebrate her best self, and showcasing the products that bring joy to customers across the nation.”

Besides underwear, Adore Me also offers an assortment of loungewear, swimwear and activewear. The company has been expanding its offerings in other ways as well, introducing a subsidiary brand of period panties, Joyja, in January 2020. The panties, which range from XS to 4X in size, can absorb the same as up to two tampons and are reusable and machine washable.

As Adore Me grows, it has also caught the attention of online fraudsters on Amazon. The lingerie brand began selling its products on Amazon after discovering that counterfeit sellers were profiting from fraudulent versions of its products. Other brands, such as KF Beauty, Salvatore Ferragamo and Valentino, have teamed up with Amazon to sue counterfeit merchants in court.



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