Just when we think Miami’s temperatures cannot get any more incandescent, very soon our temps are about to get even hauter. How so? This year marks the 10th anniversary of Mercedes-Benz Fashion Week Swim, which will be held from Thursday, July 17 to Monday, July 21. Scantily clad models, sexy bikinis, sheer tunics and more will sizzle on the catwalks.
“The sheer amount of global media exposure this event brings is amazing,” said Cece Feinberg of Cece Feinberg PR. “It’s a fun and glamorous event that brings major fashion editors, bloggers and international camera crews to Miami Beach and can have a major impact on a designer’s career. A young swimwear brand can be catapulted into overnight stardom — and an established brand can be reinvigorated. It’s that buzz of expectation — of seeing the best and the newest that keeps the energy level high every year.” With 10 years of Swim Week fashion shows and tradeshow productions under her belt, Feinberg has witnessed firsthand the event’s growth of the years.
In 2004, IMG Fashion first brought its runway acumen to South Beach. By offering a platform for swim designers to debut their Resort collections at private, invite-only shows, the partnership between IMG and MBFW has turned Miami into a veritable hub for both emerging and established labels.
This year, the runway lineup will include designers such as Beach Bunny, Dolores Cortés, Frankie’s Bikinis, Luli Fama, Maaji, Mikoh,We Are Handsome, Mikoh, L*Space by Monica Wise, Suboo, 6 Shore Road, Mara Hoffman, Wildfox Swim, Poko Pano and more. Over the years, over 200 designers have unveiled their swim collections on the runway to nearly 100,000 attendees. This year, there are 10,000 guests expected to attend the whirlwind week of runway shows, which are based at The Raleigh Hotel, along with a smattering of late-night parties, poolside soirees and satellite shows peppered throughout Miami Beach.
As for this season’s most popular trend on the catwalks, think surfer girl meets he budoir. Maaji Swimwear Head Designer Juliana Londoño says, “Sporty silhouettes such as rash guards, and long-sleeve pieces in onesies and two-pieces are trending. Structured swimsuits such as body cons are also strong for this season, as well as underwire tops, strappy backs, lingerie-inspired elastics and trims.”
To best understand the genesis of Mercedes-Benz Fashion Week Swim’s splashy start, one must look no further than SwimShow at the Miami Beach Convention Center. Now in its 32nd year, the tradeshow runs Saturday, July 19 through Tuesday, July 22. The brainchild of The Swimwear Association of Florida, SwimShow is the industry’s most celebrated and established tradeshow in the world and attracts more than 2,500 swimwear lines and draws more than 3,000 buyers from across the world.
“First and foremost SwimShow has expanded to almost 550,000 square feet of exhibition space taking up all four halls of the Miami Beach Convention Center this year,” Feinberg said. “From brand-new events to brand-new lines to a complete redesign of their entire layout, this show will be bigger, bolder and better than ever. As the industry’s biggest and most established swimwear trade show, they are kicking off the start of the buying season by hosting four days of the best swim and lingerie brands in the world.”
Get ready to dive in, Miami.