What's Happening with Miami Swim Week this Year (July 2016)




After IMG's announcement that they would be taking a break from Swim Week festivities last year, the swimwear industry has been anxiously awaiting an official announcement this season. IMG has yet to make an official announcement, but they have partnered with SWIMMIAMI, the platform that was developed last season in place of IMG's SWIMWEEK platform. The producers of SWIMMIAMI are the same producers that have worked with IMG for the last 10+ years managing production for NYFW and Mercedes Benz Swim Week. This has ensured that the same standard in terms of production value has been maintained at Miami Swim Week as in years past. SWIMMIAMI will be hosting most of their runway shows at the W South Beach with an outdoor venue over the pool as well as a more intimate enclosed tented option. The event will likely be the tour de force at this year's Miami Swim Week based in large part on the high production quality and the partnership with IMG. Brands on the SWIMMIAMI schedule include Frankie's Bikinis, Gottex, INDAH and Hot as Hell.  Funkshion will also be hosting shows in Collins park in the tent across the street from the W South Beach. There are several large brands slated to show in the Collins park tents again this season, so for media and buyers most of the action in terms of runway shows will take place on Collins Avenue between the W South Beach and the Funkshion tent across the street. SWIMMIAMI shows will run on schedule and it is yet to be seen whether Funkshion shows will break their bad habit of starting extremely late. 

With regard to trade shows, there are three major trade shows and all are returning this season. The longest running trade show and the one that kind of started Miami Swim Week, Swim Show will be at the Miami Beach Convention Center. Hammock (formerly Salon Allure) is returning again this year at the W South Beach with suites and a marketplace section in the ballroom with a more traditional format. Cabana will be held in the tents next to the W South Beach. Coast, a small trade show carrying everything from ready-to-wear to accessories (not a swimwear trade show) has moved their date to align with the Miami Swim Week calendar and will be held on July 18th and 19th at the New World Center.

This year's experience will likely be a lot more pleasant than 2015 in large part based on the proximity of all of the venues, which helps attendees navigate Miami's steamy temperatures, beach traffic and parking issues. Buyers and media will be able to easily walk from the main venues and most of the running between runway shows will be across Collins Avenue from the W South Beach to Collins Park across the street.

How do we get all of this intel and information you ask? Our agency has been one of the leading agencies working with swim and resortwear brands at Miami Swim Week for seven seasons. We are the only agency truly based in New York City that works with swimwear editors at the major magazines that has a Miami office AND has been working with Miami Swim Week for multiple seasons. While Miami Swim Week does attract global press and buyers, the landscape had become much more saturated and brands must rely on local contacts as well as out-of-town guests to ensure seats are filled and exposure is maximized. There are many factors that impact the success of a runway show or swim week event, many of which can't be properly analyzed without specialized knowledge of the local Miami market and the history of swim week and its evolution. If you are a brand interesting learning more about your options for Miami Swim Week, contact us today. Email us at MiamiSwimWeek@theriviereagency.com and someone from our team will be in touch shortly! We offer everything from Front of House PR services for runway shows to casting management and event planning/production. We can also help to connect you to event producers for runway and trade shows and give you honest feedback on the right fit for you. 

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