Supreme Body&Beach, the platform for lingerie, underwear, and swimwear, closed its last edition held from July 20 to 22, 2025, at the MTC world of fashion / Haus 1 in Munich, with great results. Strong footfall, new impulses, creative brand staging, and intensive discussions made the trade fair not just an order date, but a real industry experience with relevance and appeal beyond the borders of Germany, Austria, and Switzerland.
Retailers of various formats, agencies, and brand managers unanimously praised the platform as the most important order and communication platform not only in the Dach region, but also increasingly on a European level.
The high quality of visitors was reflected not only in targeted ordering processes, but also in specific interest in market change. Many exhibitors would like individual specialist retailers to make even greater use of the opportunity to discover new labels and further develop their product ranges.
The flash mobs, which took place several times a day, were newly introduced and extremely well received: female and male models created visibility, atmosphere, and interaction with spontaneous choreographies in the centre of the area. Brands such as Passionata, Lise Charmel, Flavia Valentini, Armani, Carl Ross, Brakini, and Agentur Denario used this new format to present themselves in a creative and contemporary way. Furthermore, one topic that is becoming increasingly relevant is the interaction between lingerie and women's wear.
Another highlight was the Supreme Body&Beach get-together, which is recognised as a fixed industry meeting. Manufacturers, agencies, and retailers took the opportunity to exchange ideas and intensify contacts.
The organizers highlight that with Supreme Body&Beach industry partners are rediscovering wholesale. "One thing is certain: bricks-and-mortar retail and wholesale will benefit if the boundaries between the channels become more fluid. There is no need for black and white thinking. On the contrary! It is precisely the diversity of channels that strengthens the retail trade and brings real added value to the end consumer," said Aline Müller-Schade, Managing Director of The Supreme Group. And international and national brands that are already firmly established in other markets are also discovering the event as a gateway to the Dach market. "We are delighted that manufacturers from all over the world are specifically travelling to B&B to showcase their collections. They receive full support from us, as do labels that are new to the market. However, it is important for anyone who wants to position themselves in the market to analyse the DACH market in detail in advance, carry out field research, and define clear goals," explained Aline Müller-Schade.
Next edition
Supreme Body&Beach
February 01 – 03, 2026, Munich
