Saying it’s “swim week in Miami” might sound like stating the obvious, but hundreds of brands and thousands of buyers are descending on sizzling South Beach for trade and runway shows next week.
Besides the mega SwimShow produced by the Swimwear Association of Florida, with 2,000 lines from 350 companies and 2,000 buyers expected, a new event, Salon Allure, will dock at the W South Beach hotel July 16 to 20.
Additionally, Mercedes-Benz Fashion Week Swim takes over the Raleigh July 15 to 19 with 26 lines for the runway.
All three main events seek to provide efficient venues for buyers, according to producers.
The new Salon Allure boutique show has confirmed 18 exhibitors for swimwear, fabrics, resortwear and lingerie, including Diesel’s collections for men and women; Invista’s Xtra Life Lycra; the U.S. debut of Ivana Sert, whose bling-heavy swimsuit made the “Sex and the City 2” wardrobe cut, and the launch of Charlie by Matthew Zink, a men’s and women’s line with Seventies references. Zink is a former designer of Victoria’s Secret swimwear and shoes.
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“There was a small group of designers looking for a different way to communicate their brand message, so we designed our show to serve that niche,” said Salon Allure producer Rick Fatzinger.
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After showing through SAF for seven years, Miami-based swimwear designer Red Carter weighed the risks of relocating to a new platform, but was sold on the opportunity for a change and spacious suites with breathtaking views.
“It feels natural to show my collection with the ocean in the background,” he said, hoping buyers also will find the setting worth the trip. Among his three collections is the Jessica Simpson line. “Traffic will certainly be a challenge, but once they see the view and have a cocktail, they won’t want to leave, and we’ll end up hosting parties every night.”
Carter reports his New York-based showroom Salon9 moved several of its other lines such as Martha Rey and Belusso from SAF to Salon Allure. The latter provides transportation to other swim events, along with daily happy hours and an opening-night reception and fashion show. Fatzinger said vendors further were attracted by flexible hours, hotel services and booths and hotel rooms in one.
At the same time, SwimShow 2011 hits the Miami Beach Convention Center. Registration continues to climb from previous years, and a floor redesign accommodates more vendors, according to SAF executive director Judy Stein. Children’s has boomed, but women’s is experiencing the largest increase, with this year’s event being the biggest yet for launching contemporary boutique lines.
Of the 80 first-time exhibitors — including the U.S. introduction of Turkish brand Zeki Triko — new swimwear divisions to the industry are Echo Design Group, Monique Leshman and Shoshanna Made With Love Charlotte Ronson. Florabella, a better resortwear and beach accessories firm in Dallas, expands into hand-embellished cover-ups in natural fabrics wholesaling from $40 to $90.
“This year is about being new and creative. Many buyers are looking for new talent in various categories,” said Stein.
Jessica Sierralta fits both sides of the bill. As the owner of Mermaids swimwear boutique in South Miami, she’s searching for new, unique lines in bright prints and great fits. In May, she and her sister, Jordana Schulte, also launched Kai Lani, a capsule collection made in the U.S. with Italian and Spanish fabrics. Separates such as a ruched triangle top, cinched bandeau and V bottom in tie-dye and batik prints, among others, and shimmery solids like amethyst and emerald wholesale around $38 at SwimShow. Beyond styling, Sierralta reported that flattering fits with seamless bottoms in Brazilian cuts or moderate coverage motivate sales.
“We’re exhibiting due to the outstanding response from our retail customers,” she said, after three-quarters of her initial production sold in a month.
Stein said the show’s comprehensive, under-one-roof mission is paramount to doing business.
“Offshoot locations could potentially confuse retailers and require them to leave the main venue,” she said. “We know our model of keeping everything in one location is the best way to create the most beneficial, enjoyable purchasing destination,” she said.
Mercedes-Benz Fashion Week Swim is poised for a big turnout, too. To accommodate the crowds, IMG Fashion’s event added group shows, expanded presentations to the penthouse and pool deck and a runway in the pool’s shallow end. It also downsized to two venues from three, for more efficiency ranging from larger hair and makeup areas to increasing the number of shows at Oasis, one of the most sought-after spaces due to its beachy locale. Associate memberships for off-site designers to partner with the event also strengthen outreach, according to executive producer Christina Neault.
“Overwhelming response is a direct result from the great press and strong buyer interest that participants have received over the years,” she said.
Among the dozen-plus new lines, such as Aquarella, Lisa Blue and Tyler Rose, Mercedes-Benz Presents designer Trina Turk christens this year’s Cabaña Grande tent Thursday night. United under an Acapulco Gold theme celebrating the resort’s Sixties and Seventies heyday, approximately 33 looks offer keyhole bandeaux, sash hipsters, gold hardware inspired by vintage jewelry and a palette with citron and ultraviolet. The brand’s first official swimwear runway show incorporates other divisions such as ready-to-wear, jewelry and sunglasses.
Meanwhile, Turk reports she couldn’t turn down this special opportunity’s publicity, despite her swim division’s already-robust performance. Her company stores carry the category year-round, as it’s an extension of her California lifestyle branding based on bold colors and prints.
“We’re coming off a phenomenal swim season at retail and decided to participate to keep the momentum going,” she said.
Swimwear stayed afloat during the recession because of price adjustments, a strong fashion message and cover-ups that responded to the dress cycle and performed double duty from the beach to the street, according to Elyse Goldberg, associate market analyst, swimwear, for The Doneger Group, a New York-based trend analysis firm.
“This market will be better than last year’s but not as strong as prerecession,” she said.
The firm’s four trend stories are lingerie-florals-pastels, nautical-stripes-gingham, utility-camouflage-neutrals and abstract-ethnic-tribal. Other key elements are one-shoulder one-pieces, draping and ruffles.