Dive Brief:

• For the second time, lingerie brand Adore Me will host a New York Fashion Week runway show on Friday, according to a press release.
• The show — produced by Planet Fashion — will also have a live streaming capability where customers can shop the runway looks without needing to exit the stream.
• Adore Me’s NYFW show will showcase Valentine’s Day, bridal and Y2K-inspired styles, per the release.

Dive Insight:

For Adore Me, the upcoming event is meant to demonstrate the brand’s focus on inclusivity.

“Our goal with Adore Me’s New York Fashion Week catwalk is to create an experience where anyone and everyone is welcome to both watch the show and to enjoy Adore Me products,” Chloe Chanudet, chief marketing officer at Adore Me, said in a statement. “We’ll be leveraging technology and livestream solutions to make sure every customer has an option to tune in — no matter where they’re located. It really is an open invitation. This notion of inclusivity will also be reflected not only in our lingerie, but in our diverse group of models that represent all sizes, backgrounds, colors, and body types.”

The lingerie brand held its first NYFW runway show in September 2022, but had hosted other activations — such as a gifting suite and dinner — at the fashion event in 2019.

Lingerie retailer Victoria’s Secret finalized its acquisition of the direct-to-consumer brand in January for about $400 million. Once an iconic event in pop culture, Victoria's Secret decided to cancel its own annually televised fashion show in November of 2019 following controversy around its impact on beauty standards and lack of inclusivity. However, during the retailer’s investor day in October, Victoria’s Secret CFO Tim Johnson said it would invest in a “re-envisioned” fashion show in the future.

Early this year Victoria’s Secret said it expects Adore Me to generate around $250 million in profitable sales for its most recent fiscal year and hopes to leverage the brand’s technology to bolster the customer experience for PINK and Victoria’s Secret.

Data from Statista shows that livestream commerce sales were estimated to be about $17 billion in the U.S. last year, with expectations to reach about $55 billion by 2026. But although several brands — such as Walmart, Best Buy and Hasbro — have entered the livestream shopping game, data suggests adoption in the U.S. isn’t very widespread.

Less than a third of U.S. adults have heard of, read about or seen live shopping events, according to a report from Morning Consult in December. Seventy-eight percent of U.S. adults surveyed noted they have never participated in a livestream shopping event, and 41% said they would not attend one in the future.