Miami Swim Week 2022: Inside 14 Events and Activations That Made a Splash

On July 19, South Korean cosmetics brand Laneige took over Wynwood’s The Moon for an invite-only influencer gathering. Fittingly, local full-service brand experience agency Rose Gold Collective produced the rosy affair, and the company’s owner and creative director Sarah Sebastian said “the oh-so-pink venue was the perfect backdrop for the brand and packaging.” She added: “You couldn’t take a bad photo in the space!”

The Moon’s on-site bar was transformed into a makeup counter, and the display showcased Laneige’s face and lip care products. The counter was flanked with bouquets and posters of the brand’s newest campaign featuring actress Sydney Sweeney.

Another corner of the venue was outfitted into vanities where 50 guests were welcome to try out Laneige’s products for themselves. And to complement both the pink-clad space and Laneige’s packaging, there were blush florals strewn across the countertop, as well as gold-framed mirrors and velvet seating to match the color palette.

“Laneige wanted to host an event where guests could get a little pampering in, and feel refreshed while trying new summer favorites such as the mango lip sleeping mask,” Sebastian explained.

There was a “customized, beaded cell phone strap–making” station and a “fashion illustrator who captured guests’ looks digitally.” Sebastian cited these “added, experiential engagements” as the greatest success of the event.

Naturally, the bar served up pink-hued cocktails, including the Miami Mule—with vodka, muddled raspberries, lime juice, mint, and ginger beer—and the Berry Spritz—a mix of prosecco, black raspberry liqueur, berries, and soda water. In a fun, branded touch, an edible piece of paper laid atop each beverage boasted Laneige’s logo.

One of the most sought-after runway shows during Swim Week is The Sports Illustrated Swimsuit Runaway Show, from PARAISO Miami Beach, which took place on July 16. The runway commanded the W South Beach’s beachfront pool, and the event was livestreamed to a global audience. The runway show ended with a group photo where all the models gathered around the magazine’s senior editor MJ Day.

But it didn’t stop there—over the course of the week the brand also partnered with Alo Yoga for a cocktail party, famed gym Dogpound for a HIIT workout, as well as swimwear brand Left on Friday for a poolside fitness class. Select guests also had access to a pop-up shop featuring brands such as Cynthia Rowley, Mario Badescu, Nutrafol, and more.

This year marks the 59th edition of the Sports Illustrated Swimsuit issue. To keep things fresh, the iconic brand showcased surprise-and-delight moments on the runway, including mother-daughter duo Katie (left) and Denise Austin (right), who strut down the runway hand in hand and hugged for a photo.

Model Nicole Williams English, who was announced as a rookie for the 2023 issue, was accompanied on the runway by her husband, Larry English, and the power couple announced they were expecting their first child.

For the first time ever, Swim Search models also took part in the event. The six finalists who made their runway debuts were selected through two virtual castings—on the SI Swimsuit app and through TikTok.

Anastasia Li, the owner of high-fashion editorial publication Anastasia Magazine, produced a fashion show featuring collections from 12 different swim and clothing brands, including Illy Drip Clothing, Aurelia Batista, and The Fuego Brand, to name a few. She told BizBash that to stand out, she got a head start on Swim Week by hosting the fashion-forward affair on ASTRA Miami's rooftop on July 9.

With so many collections to feature, the event spanned six hours and welcomed hundreds of guests. And backstage (pictured), Latinas Glam beauty squad got model Alison Kay Bowles runway ready.

Fashion production company Lan of Fashion took over the Hilton Bentley Miami/South Beach
on July 16 and 17 to give emerging designers an opportunity to showcase their work. Each night, a runway designed with Miami in mind (think: lush greenery, wicker-style seating, and colorful lighting) was flanked with 120 guests, including media representatives and bloggers.
Participating designers included Poupee Bonbon, Prettybarb Collection, Bel Blak Couture, Unicorn Fantasy, Magnifique by Victoria Henley, Kikimora Fashion, U’RARE, and Epta Wear.

American eyewear brand Foster Grant co-hosted the PARAISO Miami Beach welcome dinner at Tropezón, an Andulasian gin and tapas bar on Miami’s historic Española Way, on July 14. David Manning, the executive vice president of A-list Communications—the full-service entertainment marketing company behind the event—explained that the venue was perfect, not only because it’s an official partner of PARAISO Miami Beach, but also because it’s located on a “beautiful, village-like street of boutiques and restaurants in South Beach.”

Food was served family style in an open-air private dining room and featured dishes from Tropezon’s Mediterranean-influenced menu, including hummus plates and a carrot salad with chimichurri and yogurt, plus chicken with swiss chard, paella with chorizo, and local fish topped with salsa verde.

The intimate event welcomed 26 VIPs that were selected “given their like-minded priorities for supporting sustainability, individuality, and inclusiveness,” Manning said. The star-studded guest list included fashion editors from Allure and Vogue, as well as model Alexa Collins, influencer Sky Simpson, and country singer Jessie James Decker (pictured).

Each place setting featured favors—a pair of Foster Grant sunglasses and goodies from sponsors. However, Manning attributed the success of the event to the ambiance. “The entire event was a success in bringing good people together to celebrate and share conversation about the fashion industry and the fashion week ahead,” he said.

DJ Ashley Smith spun tracks throughout the night.

The Diva Kurves Collection embraced #SwimThick during Miami Swim Week™ The Shows. The runway took over the SLS Hotel South Beach on July 17 and the swimsuits featured cutouts, chain embellishments, and fun colors. The fashion brand, which designs clothing for full-figured women, offers plus sizes XL-4X and showed off its inclusive philosophy on the runway.

IMAGE Skincare held a sunblock party featuring an SPF station from July 14-17 at Collins Park. Over the course of four days, the brand welcomed more than 1,000 guests to a space anchored by a fun photo op reminiscent of South Beach’s lifeguard towers complete with lounge seating, branded pillows and towels, and umbrellas. Bambuser was IMAGE Skincare’s live event partner for the party, and Modeliste Magazine was the influencer partner.

An interactive, branded car played into IMAGE’s #DidYouEvenReapply campaign and functioned similar to a claw machine that gifted guests products from the PREVENTION+ collection, including VITAL C facial mists. Linda Popowytsch, the director of social media, influencer, and PR at IMAGE Skincare attributed the photo-worthy touchpoint to the earned media value, which she said was the greatest success of the sunblock party. “We increased our daily new email subscriber rate by over 134%,” she said, adding that “attendees had to scan a QR code and enter their name and email” in order to play the gamified claw truck.

IMAGE Skincare also held an exclusive gifting suite at the Plymouth Hotel where 150 VIPs were invited to receive a facial courtesy of the brand. Here, there was also a refreshment bar courtesy of POM Wonderful. “Our event stood out due to the fact that it was a true omni-channel experience that left no stone unturned,” Popowystch said. “Everyone who visited [the sunblock party and VIP suite] was able to leave with IMAGE goodies or hands-on experience with the SPF.”

PARAISO Miami Beach hosts more than 45 events throughout Miami Swim Week, with a packed schedule of runway shows including Resort 2023 presentations from the hottest names in the game including Luli Fama, Beach Bunny, Maaji, ACACIA, Sinesia Karol, Monday Swimwear, and many more. The shows were held inside PARAISO’s runway tent (pictured) on Collins Avenue, which also featured an on-theme photo gallery. The brand also put on sought-after activations and parties at Soho Beach House, W South Beach, 1 Hotel Beach Club, the Plymouth Hotel, and Esmé Hotel.

ACACIA, a Hawaiian-based swimwear brand, debuted its newest collection by Naomi Newirth beachside. Pieces drew inspiration from surf culture and featured strappy, asymmetrical silhouettes, as well as monochromatic cover-up sets, oversized kaftans, and colors such as mint green, blue, and lavender.

The setting was dreamy. Hundreds of acrylic chairs took over a corner of South Beach and welcomed guests with a favor courtesy of ACACIA on each seat.

Colombian lifestyle brand Azulu hosted a pool-side runway show at the Esmé Hotel on July 17.

Azulu complemented its runway show with a bungalow-style, tented section of Esmé Hotel. Here, live performers sang Colombian music—a nod to the brand’s roots—and Bailey’s was on-site serving up refreshing summer cocktails using its new Bailey’s Colada Cream Liqueur in branded, photo-worthy coconuts.

EspacioVOGUE took over PARAISO’s Bungalow this year. Natalija Stojanovic, the co-founder and creative director of PARAISO, said that the greatest challenge was “placing all these events within only four days,” and noted that Miami Swim Week draws “an influx of 30,000 people.”

Inside, Hydrafacial pampered guests in a pop-up salon. LD2 Productions was behind the LED screens and video management.

Ema Savahl Couture debuted 36 new pieces in its newest swimwear collection on July 13 at SLS South Beach. About 500 attendees gathered around the runway to watch, and Kade Lahner, a marketing and sales executive for the brand, said the show boasted a “truly ‘wow’ effect” with “completely hand-painted [pieces].” He added: “Each suit is a true masterpiece and work of wearable art.” And to step it up even further, each look came with a matching NFT. Upon purchasing the NFTs, owners received early access to Ema Savahl Couture’s newest looks, plus were entered into giveaways and could try on their garments in the metaverse.

VIP tickets sold for $300, and general admission ran guests $100. All funds collected from ticket and NFT sales went to the Little Lighthouse Foundation, a nonprofit organization benefiting underserved children throughout South Florida. (Pictured: Ema Savahl designer Ema Koja strutting the runway alongside models.)

The Wonder Woman Initiative honors women who have beaten odds—from survivors of domestic violence and trauma to leaders who have given back to their communities in notable ways. The initiative raises funds to help underprivileged communities in Miami, Haiti, and Nigeria, and continued those efforts through its fifth annual Miami Swim Week event at the Kimpton Angler’s Hotel on July 16.

Aside from a fashion show for 250 guests, the Wonder Woman Initiative hosted its Honoree Awards “as a platform to amplify the need for women’s voices to be heard—and the need for relatable stories of victory as a catalyst that stirs up courage in the hearts of others,” explained Tayo Ishola, the founder and show producer and Wonder Woman Initiative.

On July 16, London-based Poster Girl held a sunset showcase of its 2023 collection at Soho Beach House. Titled POOLSIDE, the haute looks drew on trends from the ‘80s with low-rise miniskirts, oversized belts, bold patterns, and a mix of colors.