Spring Magic for Alenver in Las Vegas
Womens Underwear
After participating in a large fashion trade show, such as last week’s 3-day MAGIC Marketplace event in Las Vegas, there comes a time to reflect on the interactions and connections made and plan for the future. This year’s Spring show provided the vehicle for designers and buyers alike to meet, greet, and treat themselves to a world of fashion design in one location. New working relationships were established and existing relationships were rekindled in the inspirational and frenetic spirit of the trade show.
MAGIC’s humble beginnings in 1933, for Men’s Wear only has since grown exponentially to become a diverse mix of 4,000 companies, 5,000 brands and 20,000 product lines. The opportunity to be a part of this event is one not to be missed for those seeking a comprehensive range of apparel and accessories in MAGIC for men, WWDMAGIC for women, MAGIC kids for children, and Sourcing at MAGIC.
MAGIC attracts both large and small entities to its show. Alenver Inc. is one such small company that has become an avid supporter of MAGIC. Having participated in the Streetwear category in their first Marketplace last Fall, Alenver made a series of connections with the media as well as buyers around the world. This Spring Alenver ventured into the Junior Contemporary category to share their collection with a new audience.
Alenver’s collection is indeed one that has a wide appeal across age groups and fashion styles. It is a new concept that uses its wide elastics to communicate generally one-word messages with loaded imagery. Using colorful underwear with messages in metallics, the collection boasts an innovative idea since the messages are reversed allowing the wearer only to see the correct image in the mirror. Such “thinking man’s” underwear actually available to men, women and recently, children is a concept that garnered great interest at MAGIC. Alenver’s principals, on hand at the booth to meet those curious and interested in their collection reported that it has confirmed for them that “their forecast for their collection was correct, that it is 100% - the product of our time”. Interest was high, and buyers and media alike caught onto the idea immediately, and connected with it in a stronger way than even six months earlier at the Fall MAGIC Marketplace. Messages for men’s underwear include, no fear, respect, money, fucker, and die for 305 (a reference to the devotion to Miami) for women include love, desire, money and bitch while the newest children’s collection features lil goon in reference to the little rascals that children are.
Great contacts were made with celebrities, designers, and buyers during the three-day event. Cheick Kongo, champion of the Ultimate Fighting Championship, and Alenver enthusiast came by and showed his support of the Alenver collection. Kongo has previously participated in the Youtube video competition where Alenver “dares you to wear Alenver anywhere”. The competition, currently aired on Youtube encourages film-makers to create videos that could allude to any number of possible appeals of the underwear including the surprise factor, shock value, humor angle or sexy fit of the collection. The options are limitless for the creative mind. Having Cheick participate and bring his persona and personality to the collection as part of both the competition and also the trade show, was a huge feather in the cap of Alenver. Similarly, Alenver’s inclusion in the exclusive after work event hosted by Christian Audigier, shows Alenver is a company for the present and the future. The celebratory party with champagne and sparklers on hand brought the ideas and idea creators together in a festive gathering.
Alenver’s gains at the Marketplace came out of relationship building and developing at both the day’s events and after work events. Most importantly, the concept itself has developed a following and an appreciative audience that recognizes a new idea that has long-term appeal for a wide range of people. The collection makes its surprising statements and the customers are relishing those statements. The organizers should be well satisfied with the success of this Spring’s fashion trade show event at MAGIC.
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