See above: The Summer Club for Swim + Resort Day by The Riviere Agency.
Miami Swim Week, an annual celebration of swimwear fashion, has a rich history dating back to the early 1980s. Originally known as the Miami Tropicana Show, it started as a modest event primarily catering to buyers and retailers interested in swim and resort wear. The event has been an evolution over the last 50 years, and most recently, it’s evolved all the way to New York.
IMG took over the event’s production in 2004, propelling it to international prominence attracting fashion enthusiasts, celebrities, and industry insiders from around the world. It features runway shows, trade events, and networking opportunities, shaping the future of swimwear fashion through innovation and creativity. The week-long extravaganza has been held annually in July but in recent years the dates and the players have changed. IMG abandoned Miami Swim Week in 2015 but the shows continued to grow into a global platform for both established and emerging designers to showcase their latest collections with a variety of events and producers, and continues to be a hub for resort wear trade shows.
Swim + Resort Day by The Riviere Agency
In 2023, Miami Swim Week evolved into two dates in Miami and what looks to be an opening for NYC to have Swim Week events with the launch of Swim + Resort Day in New York City produced by The Riviere Agency. Now in 2024, Miami Swim Week settled back into one date in May and again the The Riviere Agency produced a 2024 event in NYC on May 22nd.
Miracle Suit Swim for Swim + Resort Day by The Riviere Agency
Miami Swim Week: Where is it going?
We asked three Fashion Mingle members who are Swim Week event producers about their impressions of Swim Week now and where they think it’s going in the future.
PLANET FASHION TV
Celia Evans Polhemus is the founder of Planet Fashion TV, based in Miami, she produces events around the world, from Cannes to Las Vegas. At Miami Swim Week, Planet Fashion TV curates an immersive experience, capturing the essence of the event through dynamic coverage of runway shows, exclusive interviews with designers and models, behind-the-scenes glimpses, and trend-spotting segments.
Polhemus believes that the Miami Swim Week date changes were ultimately for the best and in the best interest for the designers. According to Polhemus, the date changes came from Natalija Stokanovic, the owner of Paraiso.
First Brand for Planet Fashion TV
“A year and a half ago she came to me and said she had the idea to move Swim Week to June. I thought it was a good idea so last year we both did our Swim Week events in June. It made sense because it allows for brands to maximize sales by showing at the beginning of the summer rather than in the middle. This year everyone else has followed us to June,” Polhemus said.
This year for Swim Week, Planet Fashion had a variety of exciting events, including Sustainable Fashion Shows, concerts, dinners, and even a pop-up shop party called Sip and Shop.
Men’s Collective for Planet Fashion TV
THE RIVIERE AGENCY
Lori Riviere is the founder of The Riviere Agency based in NYC, and has produced Swim Week events in Miami for over 10 years . She launched a New York Swim + Resort Day in 2023 and the private event for Influencers and Editors will returned for a second year on May 22, 2024. Swim + Resort Day NYC was created to allow NYC digital editors and influencers a convenient place to discover new collections in the current season in time for summer content and coverage.
To Riviere the date changes are something that are a work in progress, just because it works for some doesn’t mean it works for others.
The Summer Club for Swim + Resort Day by The Riviere Agency
“The date changes are a reaction to the changing marketplace and give brands a chance to showcase direct to consumer collections ahead of the start of the summer,” Riviere said. “ It definitely presents challenges to brands that run on a more traditional fashion calendar, particularly European brands. Many of their samples aren’t ready by Swim Week.”
This year for Swim Week, the Riviere Agency made sure to really focus on Swim + Resort Day to maintain their press coverage for their clients. Riviere made it clear that as the times change so does the Riviere Agency’s game plan to best serve their clients.
NOMADS for Swim + Resort Day by The Riviere Agency
“Our agency is adapting and changing with the times as well,” Riviere said. As Swim Week evolves, Riviere says that they realized that their network is more interested in what they are doing in NY and in Europe.
FASHINNOVATION
Jordana and Marcelo Guimarães launched FASHINOVATION in 2018 and continues to host IRL and virtual panel discussions to foster collaboration and innovation within the fashion industry by bringing together thought leaders, entrepreneurs, designers, and activists to explore the intersection of fashion and technology.
Marcelo explains that Miami Swim Week is now more than just a showcase of swimwear; it’s a global platform that emphasizes sustainability and innovation in fashion. With over 50 events and more than 100 designers from around the world, including the U.S., Australia, France, South America, and Africa, the week featured groundbreaking technologies like AR, VR, and blockchain.
Miami FASHINNOVATION Talks by FASHINNOVATION
According to Guimarães, the changes to Miami Swim Week this year just serve to show that “Miami is seeking more depth and substance in investing in talks and networking events rather than only a runway as they’ve done in the past.”
Guimarães believes that ultimately these date changes signal towards an overall attitude shift within Miami Swim, with there being more of a focus on topics like sustainability.
Miami FASHINNOVATION Talks by FASHINNOVATION
This year for Swim Week, FASHINNOVATION hosted their 3rd annual Miami Fashinnovation Talks “where CEOs and Founders, flew in from around the world, to speak on topics including Innovation, Entrepreneurship and Sustainability.”
What should designers consider when showing a swimsuit collection?
- A unique take on a swimsuit collection: To get noticed by Influencers and Editors, your collection needs to be fresh and exciting. “Your job as a designer is to present something new. Your goal at a fashion show is to get PR, so you have to give people something to write about.” says Melissa Shea, Fashion Mingle CEO.
- Prepare your collection for sales: This is critical for getting a return on your fashion show investment. Fashion Mingle lays out 7 areas a designer must plan and execute on to insure a successful sales strategy.
- Is your website ready? We’ve got a checklist of 13 key compenets of a good website sales strategy. If you can’t handle all of these things yourself, you need to hire an expert ASAP. Fashion Mingle offers technical services from website design to email marketing. Learn more here.
Fashion Mingle is committed to helping your fashion brand grow and thrive. Join our community for free or learn more about how to get listed in our global fashion directory.
