It’s hotter in area code 305

IT CERTAINLY FELT a lot like summer in area code 305 of Miami Beach and that meant only one thing: Mercedes-Benz Fashion Week Swim 2012 was upon the city. For the seventh year, thousands of fashion industry professionals migrated to the tropical sands of Miami Beach to view what the swimwear industry holds for this upcoming year of 2012.

‘This season, Mercedes-Benz Fashion Week Swim brought the most international roster of swimwear designers to date,’ says Christina Neault, executive producer of the event for IMG Fashion. ‘As the swimwear industry continues to grow globally, we are thrilled to provide a platform for designers from around the world to show their collections. Mercedes-Benz Fashion Week Swim will be featuring designs from Australia, Brazil, Canada, Columbia, France, Peru and the United States.’

The activities began with a runway show by Diesel and a kick-off party presented by SKYY Vodka by the iconic Raleigh pool. Five days of invitation-only shows and events ensured that over 12,000 journalists, photographers, buyers, and VIPs passed through two full runway venues. The Cabaña Grande and the Oasis provided an optimal show venue to over 20 designers. The Oasis was home to fully decked cabanas as hosted by official sponsors and offered sexy and comfortable seating areas that allowed for the fun and fashionable to lounge while mingling with the industry’s élite.

SKYY and Diesel collaborated to reveal a sexy new swimsuit collection as part of Diesel’s opening night show. On the runway, Kristin Cavallari, actress from The Hills, unveiled Diesel and SKYY Vodka’s capsule collection. The collection was inspired by the vodka’s iconic cobalt blue bottle and logo graphics but was also infused with strong Diesel DNA. A limited-edition men’s Diesel-designed swimwear collection was also presented at the show.

Following the Diesel runway show, Cavallari and DJ Jessica Szohr, an actress on Gossip Girl, joined SKYY for the presentation of the official kick-off party at the Raleigh Hotel, during which décor themes of Diesel Island, the fashion brand’s latest campaign were showcased.

‘I can guarantee the SKYY swimwear created by Diesel is unlike anything you have ever seen,’ said Cavallari. ‘At Mercedes-Benz Fashion Week Swim, SKYY is taking the sexiest event of the week and making it even sexier.’

Throughout the rest of the week, SKYY continued to infuse its signature brand of sexy into the event, holding court in its custom VIP cabana in the Raleigh’s Oasis. Amid extravagant tropical foliage and a cascading waterfall, the SKYY Cabana featuring models dressed in SKYY swimwear and seductive SKYY cocktails, pampered celebrities and fashion insiders in style.

Time and space brought looks inspired from around the world. The largest beachwear creator in Brazil, Cia Marítima, brought the heat with fringed bags and bikinis, bold colours and vibrant patterns including the fiercely popular animal print. Designer Luli Fama transported guests to Havana on the runway with dancers, a drummer, and designs sparked by carnivals in Cuba.

Caffé Swimwear rocked the opening night runway, showcasing its hottest looks. Known as the Colombian luxury women’s “laid-back luxury” beachwear line in 38 countries, it is best known for elevating beachwear to high-fashion status with its chic, sexy and undeniable stylish swimwear collection catering to those women who love to glam up their beach wardrobe.

Sea goddesses abounded in an array of shades of blue by designers Beach Bunny and Quiss Quiss. Tribal patterns were seen from Luli Fame, Mara Hoffman, Trina Turk and True Religion.

Doing whatever it is takes to stand out, Ilios offers, with its “haute couture” beachwear, beautiful silhouettes and special luxurious artisanal touches such as hand-beading, evoking classic glamour and sophistication. Giant crystal baubles and Swarovski embellishments attract not only admiring glances, but also shimmer in the sun.

Salt showcased an especially exciting “ripped” suit in black, the design sure to be a hit with women who want drama and style in a suit.

For those who want something more than just a bathing suit, designer Estivo aims to break the barrier of swimsuits as clothes that purely showcase the physical side of women. With the slogan ‘Beyond bodies’, Estivo is interested in women strictly for their femininity, understanding that each woman is unique. It has chosen to advertise its products with real women who you can find next door or just around the corner. Catering to this demographic, the suits are mix-and-match, allowing a customer to assemble countless numbers of silhouettes in a variety of colours, sizes, designs and style, according to her personal taste.

The indigenous Australian dot-art designs—designed by self-taught artist Anne Kngwarreye—set Kooey apart from other swimwear lines. Kngwarreye, who comes from a strong line of Eastern Arrernte painters, reflects her background through the paintings and designs that reflect her interpretation of her country, the patterns expressing the vibrant and vivid colours that shimmer from sunrise to sunset.

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Above left Poko Pano. Above right SKYY Design Piece.


Crystal Jin

A. Che


Cia Marítima


Above left Jogo Beach. Above right Zingara.

Swimwear ’11: elegance and adventure
The trends at the Mercedes-Benz Swim collections at Miami Beach indicate either a more affluent period in 2011, or more of the same
photographed by Frazer Harrison/Getty Images for Mercedes-Benz