UBM Advanstar—producer of the MAGIC, Project and ENKVegas shows—has formed a strategic alliance with Eurovet, producer of the Curvexpo lingerie and swimwear shows in Las Vegas and New York, to launch a jointly owned new swimwear and lingerie show in Las Vegas called CurveNV@MAGIC.

The new show, set for Aug. 17–19 at the Las Vegas Convention Center, will showcase swimwear and lingerie brands, expanding on CurveNV and MAGIC’s existing swim and lingerie resources showing at ISAM (the International Swim and Activewear Market) at MAGIC.

Pierre-Nicolas Hurstel, chief executive officer of Curvexpo USA, said the new show will remain under management of Curvexpo.

“It’s the same Curve but at the Las Vegas Convention Center and with the marketing power of MAGIC.”

In a statement, Hurstel said, “This partnership is a great combination that will allow us to better serve the West Coast and international buyers by offering them a comprehensive selection of swimwear and lingerie brands.”

Buyers will continue to be able to access show information at www.curvexpo.com as well as be able to view product collections and full e-commerce capabilities via MAGIC’s retail buyer technology platform, ShopTheFloor.com.

“We are extremely pleased to partner with Eurovet/Curvexpo,” said Joe Loggia, UBM Advanstar’s chief executive officer, in a statement. “CurveNV@MAGIC allows us to be more responsive to buyers’ needs by further expanding the already dynamic product offerings found at MAGIC for retailers—large or small.”

UBM Advanstar is a division of UBM Americas, the U.S.-based event and marketing services business that owns and operates a portfolio of 54 trade shows, 100 conferences, 30 publications, and almost 200 electronic products and websites. In addition to the Curvexpo shows in Las Vegas and New York, Eurovet operates lingerie and swimwear events in Paris, Hong Kong, Moscow, Cannes and Shanghai, including the Salon International de la Lingerie, Mode City Paris and Interfilière textile show for the lingerie, swimwear and performance markets.