California Apparel News

MIAMI BEACH, Fla.—Organizers of the Cabana swimwear show created a lifestyle experience for the event’s sixth consecutive year.

Held during Miami Swim Week, Cabana hosted swimwear and resort brands for the July 14–16 event and welcomed buyers to explore new trends in three tents set up in Collins Park and in suites on the third floor of the nearby W Hotel.

One of the exhibitors at the show was Francesca Aiello, owner of Frankies Bikinis, based in Los Angeles, where in June she hosted a runway show to present her new Resort 2019 designs. Then, during Miami Swim Week, she hosted a brunch for buyers and media, which included the video footage of the Los Angeles fashion show that complemented her booth, where she presented pieces wholesaling for $32 to $81.

“It was nice for our team to be able to focus on selling the collection,” Aiello explained. “Years before, you might have the trade show during the day and fashion show at night. It was so nice and less stressful because we showed in Los Angeles.”

Choosing Cabana for her Miami Swim Week showcase was a decision that Aiello thought would best represent her brand. “I felt like everytime I went to the booth for a meeting, it was super busy and there were really great stores that we were meeting,” she said.

Owners of another Los Angeles–based swim and resort brand, Cali Dreaming,felt that exhibiting at Cabana gave access to buyers representing a variety of quality global retailers from Australia to Toronto. “This is our big show,” said co-founder Carrie Jardine.

Through using only Los Angeles–based manufacturing, Jardine and her business partner, Lisa Priolo, create hardware-free silhouettes that wholesale at $45 to $110. For their line showcased at Cabana, they included elements such as reversible pieces, cut-out shapes, perforations and geometric necklines. The women also found a collaborative atmosphere among their fellow exhibitors.

“In general, Cabana creates an environment that effortlessly blends the resort lifestyle together in a competitive-free environment. There are millions of swimwear brands, but there is not a lot of ego,” explained co-founder Priolo.

For buyers Adriana Fronte and Raul Galvao, who recently launched their Toronto-based online store Vienna Rose Beachwear, the show offered an opportunity to explore options for every type of product they want to sell in their store.

“It’s been really incredible. It’s a great learning experience. We just launched recently, so it’s great to see different brands and learn about what other people are doing,” Fronte said.

The co-owners felt trends were moving toward transitional pieces that can be worn in either beach or social settings. Their inventory has been made up of many solid earth tones, but they were excited to see a return to patterns. While they currently sell women’s pieces, they hope to eventually expand as they transition their business into a space that attracts a customer who is searching for luxurious pieces.

“We’re selecting brands, getting some contacts and setting up a luxury swimwear center where people can shop,” Galvao said.

Local buyers from some of Miami’s most exclusive retail properties were also searching for swimwear resources.

“My boss asked me to come and take a look at some lines,” said Harold Martinez, a buyer’s assistant from the Delano South Beach hotel.

Martinez was impressed with men’s swim lines Fedeli Swim & Wear, Retromarine New York and Parioca, but he was happy to see a lot of variety in the women’s category. Noting women’s brands such as Melissa Odabash, Tori Praver, Agua de Cocoa Por Liana Thomaz and Vitamin A, he sought brands that could accommodate different consumers, particularly his Miami clientele, whose swimwear preferences are often misunderstood.

“I’ve seen more variety and more lines that are here this year that weren’t here last year,” he said. “In years before, everything was for younger crowds, but this year it’s more balanced. Miami can be deceptive because you think everyone wants it all out, but they want modern cuts that don’t expose.”

Outside Cabana’s Tent Three, on a grassy lawn space, Ollie Edwards arranged an outdoor lounge area using upscale beach chairs, beach tents and large outdoor umbrellas from his Venice Beach, Calif.–based company Business & Pleasure Co., which counts Soho House and Serena & Lily among its clientele. The reception to his presentation expanded beyond buyers, as swimwear lines such as California’s Beach Riot conducted impromptu photo shoots using his products.

“It was really good, positive for the brand,” said Edwards. “Maybe 20 or 30 different brands did photo shoots in front of the umbrellas.”