How We Choose the Bras You’ll Love: A Look Inside CURVE New York 2025

Have you ever wondered how we decide which bras, loungewear, and activewear make it to our shelves? It’s not just a lucky guess—there’s a whole process behind it. A big part of that process happens at CURVE New York, the top industry event for intimate apparel, where buyers, brands, and industry experts gather to explore the latest designs, technology, and trends.

This February, CURVE New York 2025 brought together 150+ brands from around the world, all showcasing their upcoming collections—and we were there, figuring out what’s worth bringing back to you. Here’s a behind-the-scenes look at how we make those decisions.

Finding the Best Fit (In More Ways Than One)

A beautiful bra is great, but if it doesn’t fit well, what’s the point? That’s why one of our main focuses at CURVE is fit. We meet with designers, test out new materials, and learn about advances in sizing, support, and comfort. Whether it’s a new kind of underwire, an improved size range, or a more inclusive fit approach, we’re paying attention to what actually works.

Spotting Trends (Before They Hit Your Drawer)

CURVE is a first look at what’s coming in the next year, and we take note of the patterns—both literal and figurative. Are bold colors making a comeback? Is there a shift toward softer, more natural fabrics? Will minimalist styles dominate, or are we seeing a return to intricate lace? These insights help us curate styles that feel fresh and exciting, rather than just following the crowd.

Exploring Brands from Around the World

One of the most interesting parts of CURVE is meeting designers from different countries and seeing how lingerie trends vary globally. French craftsmanship, Scandinavian minimalism, and more—every region brings something unique. Getting a global perspective helps us find pieces that stand out.

Learning from Industry Experts

Beyond the shopping and trend-spotting, CURVE is a hub for industry education. There are workshops on everything from bra fitting techniques to sustainability in manufacturing, giving us a broader understanding of where the industry is headed. These insights help us make informed choices—not just about what looks good, but about what’s well-made, responsibly produced, and designed to last.

Bringing Back the Best (Including Some Immediate Finds!)

While a lot of what we see at CURVE is for upcoming seasons, some brands offer immediate deliveries, meaning we don’t have to wait months to bring in new pieces. If something catches our eye that we know you’ll love, we make sure it gets into your hands sooner rather than later.

What This Means for You

At the end of the day, our goal at CURVE isn’t just to pick out pretty things—it’s to find high-quality, well-fitting, and thoughtfully designed pieces that will actually make a difference in how you feel every day. So, when you find a new favorite bra, loungewear set, or sports bra next season, just know there was a lot of thought (and a lot of walking the show floor) behind it.

Scroll through the images below to see what we discovered this year, and what may be coming your way soon.