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The Miami Factor

When the topic of Fashion Week enters the conversation, the first thing that comes to mind for many is the coveted September New York Fashion Week. Fall coats and boots, Anna Wintour’s sunglasses, and high fashion shows and street style untouchable by the other fashion show calendars. As we look to 2015, it seems a new Fashion Week is on the horizon, one that requires much fewer layers IMG Mercedes-Benz Fashion Week Swim in Miami.

In recent years Miami Swim Week has moved up the scale in many ways – number of brands participating, attendees and events, as well overall credibility and industry excitement. With this new appreciation for all things swim, more and more editors make the trip out to South Beach to soak up bikinis and one-pieces from well-established brands like Kate Spade and Nanette Lepore as well as up-and-coming brands like Post+Beam clients Suboo and We Are Handsome. Simultaneously, schedules are becoming more and more packed in the same vein as the back-to-back show hopping of September Fashion Week.

“[I]n recent seasons, the tide seems to have shifted, says Fashionista reporter Alyssa Vingan. “Not only are swim labels throwing bigger shows and more parties than ever before, a new generation of youthful brands — Beach Riot, Beth Richards, Minimale Animale and more — are helping to build a new buzz around the world of swimwear, drawing in showgoers from all over the world.”

So, what does this mean for us? As we approach Miami Swim Week for small, buzzed-about brands, we now need to think much bigger and match the large-scale ideas seen during the New York shows. Just think, the same editors that are sitting front row at Chanel and Marc Jacobs in the Big Apple, are also flanking the runways in Miami. We are also pushed to expand our thinking further than just executing a killer runway show; we’re asked ‘what’s next?’ Is it an after party, a brunch? To stand out in the crowd of the many new, young brands popping up for Swim Week, these intimate affairs that yield one-on-one interaction with top-tier, decision-making editors is key to making an impression and in turn, integral in making the pages of the big books.

Looking ahead, the path to Swim Week being taken much for seriously has been laid and opportunities for small brands to “make it” on a big scale are numerous. Marie Claire, Vogue, Harper’s Bazaar and the likes are now adding Miami Swim Week to their permanent Fashion Week calendars and the chance for swim brands to impress fashion’s biggest outlets is now more accessible than ever.

Nicole Morrison

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