The steamiest time of the year is here, Miami. And no, we aren’t talking about the scorching weather outside. Swim Week — the premiere event in the world for swimwear fashions — is taking over Miami Beach one itty-bitty bikini at a time from July 20 to 26.
“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.
The 35th annual SwimShow trade show, sponsored by the Swimwear Association of Florida, will be held at the Miami Beach Convention Center from July 22 to 25. And Cabana and Hammock, additional trade shows, are scheduled from July 22 to 24. This trilogy are the most important swimwear trade shows in the industry.
“Now with the other trade shows, the runway shows, and all the other satellite events — Miami Swim Week is to the swimwear industry what Art Basel Miami Beach is to the art world,” Feinberg adds.
As for those spray-tanned models swathed in skimpy suits, a flurry of fashion shows are also in the mix compliments of FUNKSHION and SWIMMIAMI productions. FUNKSHION’s fashion shows take place July 20 to 23 at the Setai Hotel, FUNKSHION tents (Collins Ave between 21st and 22nd), Nautilus and Plymouth hotels. SWIMMIAMI‘s runway shows, on the other hand, take place July 20 to 23 at W South Beach. This year’s designers include fashion shows and presentations by brands such as Kaohs (photographed above), Maaji, Agua Bendita, Gottex, Frankies Bikinis, Luli Fama, Indah, Minimale Animale, Beach Bunny, Bianca Coletti and more.
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.
As for a preview of what’s to come on this weekend’s runways, expect a pastiche of patterns, innovative fabrics and lingerie-inspired silhouettes. Miami-based designer Bianca Coletti says, “My color palette includes baby pinks and soft blue pastels. We’ll be seeing a lot of ’90s inspired one-piece suits with stunning high thighs.”
Also trending? Beautiful people (Instagram influencers such as Rocky Barnes always make a splash), pop-up boutiques, shopping lounges, VIP lunches (think Sergio Rossi), designer dinners (hello, Zimmermann) and more. All take 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 21 at 9 p.m.
Where: The Setai, 2001 Collins Ave., Miami Beach
Why: The feel-good fashion show by local non-profit Style Saves — whose mission is to raise funds for underprivileged children — is now in its 7th year. New this year? An online auction, with prizes including a two-night stay at EAST Miami, $2,500 gift card to Alice + Olivia, Balenciaga handbag, and accessories packages from Miansai.
RSVP: Tickets are $150 and can be purchased online here
What: ESCAPE Miami Style Lounge
When: Saturday, July 22 from 12 to 5 p.m.
Where: The Shelborne Hotel, 1801 Collins Ave., Miami Beach
Why: Sip spirits, shop, score a spray tan, get glam, peep a fashion presentation, tarot card readings, and chill at the 5th annual event. It’s free (yay!), just register here
What: Planet Fashion
When: Thursday, July 20 to Saturday, July 22 at 7 p.m.
Where: SLS South Beach (1701 Collins Ave., Miami Beach)
Why: Check out fashion shows by designers such as Roberto Cavalli, Nash Beach, Versace, DSquared2, OMG Miami Swimwear and more. RSVP here