July 13 Wildfox x Delano pool party at the Delano South Beach Photo credit: World Red Eye
PARTIES
Wildfox Carves Out Its Own Space at Miami Swim Week
During Miami Swim Week, which officially began July 12 and was held through July 17, Wildfox owner and founder Jimmy Sommers opted out of the standard shows to create a weekend experience at the Delano South Beach, as he presented his collection during Wildfox x Delano.
"I was here when this place opened with Madonna," he recalled of the hotel's 1995 launch. "It always had this look and it looks the same, but it doesn't look dated."
These qualities that Sommers finds at the Delano are also relevant to his brand, which is celebrating its 10-year anniversary. To observe this milestone, Wildfox is creating a campaign of fun and fantasy. For Miami Swim Week, Sommers wanted to create a promotional environment for his brand, which includes a swimwear collection and line of sunglasses, but sought to generate a fantastic atmosphere, leaving business at the door.
"We did all these different events. It's kind of like a cruise ship. There are activities. There are fun things, so there is something for everyone," Sommers explained.
In addition to allowing his products to speak for themselves as guests took part in yoga and boxing classes, pool parties and a pajama brunch celebrating its Resort '19 "Alice in Miami" collection—during which guests were gifted a set of the brand's sleepwear to change into for the event—Sommers opted for a longer experience with clients to replace the short, scheduled meetings. Miami Swim Week will always be a part of Wildfox's event calendar, but Sommers wanted to think outside the booth this year.
"We've done shows in the past before and it's over in five minutes," he said. "Why not come during three days to hang out, see the brand, see what we do and what we represent? Our new swim styles are amazing."
Taking advantage of the Delano's dreamlike spaces, which include a patio that features an oversized chess set and picturesque pool area, Sommers also opted to shoot photographs for the Wildfox holiday-collection look books on the hotel's beach. Named "Alice in Malibu," the collection is based on the Lewis Carroll tales of "Alice's Adventures in Wonderland."
"Wildfox imagery is the best in the business," Sommers said. "My team does such a good job of telling stories and seeing the product."
To see the Wildfox social-media coverage of Wildfox x Delano, follow #WildfoxTakesMiami.
