Wetter is Better: A Look into this Season's Swim Week

Barely-there bikinis, deep-golden spray tans, taut models — oh my! —Swim Week returns this weekend. Swim Week is the premiere event in the world for swimwear fashion and brings with it a number of annual events peppered throughout Miami Beach.

The 34rd annual SwimShow tradeshow, sponsored by the Swimwear Association of Florida, will be held at the Miami Beach Convention Center from July 16 to 19. And Cabana and Hammock, additional tradeshows, are scheduled from July 16 to 18. And as for those models swathed in skimpy suits, a spate of fashion shows are also in the mix compliments of FUNKSHION and SWIMMIAMI productions. FUNKSHION’s fashion shows take place July 13 to 17 at the Setai HotelFUNKSHION tents (Collins Ave between 21st and 22nd), and Nautilus, A SIXTY HotelSWIMMIAMI‘s runway shows, on the other hand, take place July 14 to 17 at W South Beach.

“Swim Week is the biggest platform for the swimwear industry in the U.S. It could be a chance to find the hottest new brand, or the chance to find a new distributor, a new contact, a press opportunity — it can be anything,” Cece Feinberg PR Owner Cece Feinberg says of the event. Since 2004, Feinberg has been an integral part of the event’s runway shows.

Before the cavalcade of tankini-clad catwalks, Swim Week’s origin begins with SwimShow — the largest and longest-running tradeshow for swim fashions. “Since its inception, this is where the actual business of buying and selling swimwear takes place for the swimwear community. The show had established itself with the best brands and buyers around the world,” Feinberg says. The tradeshow boasts over 2,500 brands. And additional trade shows — Cabana and Hammock — have joined the jumble.

Twelve years ago, IMG (the company which produces New York Fashion Week) dove into the sultry mix and added the world-class runway component at The Raleigh. Celebrities (think Chrissy Teigen, Nina Agdal and Irina Shayk, Kourtney Kardashian, Scott Disick, LeAnn Rimes and Eddie Cibrian to name a few), and champagne-fueled after parties followed suit (pun intended). Last year, IMG opted out of the event, but in typical Miami fashion, the proverbial party raged on thanks to the production companies, FUNKSHION and SWIMMIAMI.

FUNKSHION Co-Owner Aleksander Stojanovic says, “When IMG pulled out, a lot of designers came to us and told us we should start building the tents because, we needed to start doing our shows. And we like the tents because they’re a bit more of an affordable scenario than doing it in a hotel. This is our passion, and we don’t do it for money. We do it because we love it.”

This year’s designers include fashion shows and presentations by brands such as ViX Paula Hermanny, Gottex, Frankies Bikinis, Luli Fama, For Love & Lemons, Tori Praver, Lee + Lani, Indah, Rob & Lulu and more.

As for a preview of what’s to come on this weekend’s runways, expect a pastiche of patterns, innovative fabrics and athletic-inspired silhouttes. Luli Fama Designer Lourdes Hanimian says, “We do have certain staples in our collection, which are our vibrant prints. There are lots of blues, and sheer and mesh fabrics. Activewear pieces are really in right now. Pretty much all the shows are adding activewear.”

Also trending? Beautiful people, pop-up boutiques, shopping lounges, designer dinners and more are taking place against the most fitting backdrop — glamorous Miami Beach — where bikinis are always en vogue and wetter is always better.

DIVE INTO THESE EVENTS…

What: Style Saves Swim

When: Friday, July 15 at 9 p.m.

Where: The Setai, 2001 Collins Ave., Miami Beach

Why: The feel-good fashion show by Style Saves — whose mission is to raise funds for underprivelidged children — is now in its 6th year.

RSVP: Tickets are $150 and can be purchased online here

 

What: NOBE67 Swim Week Launch Party with host Daniela Botero

When: Friday, July 15 from 5-8PM

Where: Orchard @ Delano South Beach, 1685 Collins Ave., Miami Beach

Why: Kicking off a weekend of shopping, fashion, and poolside cocktails. Over 20 swim and resort wear designers to be showcased.

 

What: ESCAPE Miami Style Lounge

When: Saturday, July 16 from 12 to 5 p.m.

Where: The Sagamore, 1671 Ave., Miami Beach

Why: Sip spirits, shop, get glam, peep a perfume bar and chill at the 4th annual event at the art-swathed hotel.

 

What: NOBE67 Swim Week Fashion Installation & Cocktails

When: Saturday, July 16 from 5 p.m. to 8 p.m.

Where: The Orchard @ Delano South Beach, 1685 Collins Ave., Miami Beach

Why: A unique fashion installation featuring Les Canebiers St. Tropez among a variety of other swim and resort wear brands.

 

What: HEALTHY Launch with MIKOH Swimwear & DJ set by Hannah Bronfman

When: Sunday, July 17th from 1 p.m. to 7 p.m.

Where: 1 Hotel & Homes South Beach, 2341 Collins Avenue

Why: Guests can relax on the hotel’s rooftop, listen to beats and enjoy yummy bites and cocktails at the hot property.

RSVP: VIProoftop@1hotels.com

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