California Apparel News

SwimShow on the runway, photo by John Eckmier

The swim world is preparing for its annual trek to Miami Beach, and this July there will be a landmark occasion to celebrate. SwimShow, the swimwear industry’s longest running trade show, turns 30 this year. The Swimwear Association of Florida (SAF) will fête this milestone anniversary at its annual event July 21 to 24 at the Miami Beach Convention Center.

SwimShow is the largest swimwear trade show in the world and a “must see” for retailers and press to get their first look at the upcoming season. The show ranges from established brands to emerging designers including women’s, men’s and children’s. Leading brands have launched at SwimShow including Melissa Odabash, Lenny, Mara Hoffman, L*Space, Vix Swimwear, Becca by Rebecca Virtue and Vitamin A by Amahlia Stevens.

“SwimShow’s success has played a vital role in the explosion of the swimwear business in the U.S. and abroad, exemplifying how a small ripple can become a huge wave,” says SAF executive director Judy Stein in a prepared statement. “In 1982 60 percent of the swimwear industry was comprised of traveling sales and brand representatives scattered around Florida, with or without showrooms at the Miami Mart. It was a niche coterie with a common challenge that resulted in a revolutionary idea.”

The event was originally conceived by those sales representatives in order to centralize players from all aspects of swim biz. The inaugural show was held at the Miami Mart with 15 representatives and 30 collections and has since evolved to 2,500 lines across the categories of swimwear, resortwear, cover-ups, beach accessories and activewear. Last year, a special LingerieShow was added to accommodate the growing category.

When SAF decided to move the SwimShow to Miami Beach eight years ago, it set up a chain of events that has exploded into a more than week long bikinifest. Following the move, IMG launched Mercedes-Benz Fashion Week Swim presenting top collections from the United States and around the world. The ambiance of South Beach, with its glamorous hotels and chic poolside locations, has inspired numerous swim-centric events including Funkshion Fashion Week, the Salon Allure trade show as well as independent designer presentations, trunk shows and poolside cocktail parties.

This year, expect even more offerings in the resort/lifestyle, men's, children's and accessories' categories as well as an expanded selection of brands at the second edition of LingerieShow.