As Mercedes-Benz Fashion Week Swim began last night at the Raleigh for the fashion industry and press, Miami magazine hosted its second annual consumer-focused swimwear event, Splashion, at LIV nightclub. More than 700 people attended, triple the number of last year.
“There is so much buzz going on around [Mercedes-Benz] Swim Week, which is so industry oriented, that with our event we wanted to open it up to the consumers,” said Miami’s marketing director, Heidi Kellner. “[Splashion] is a celebration of the whole Swim Week in Miami and really involving the community in a [swimwear] event so they can go see what’s on the runway and will be in the stores.”
The magazine garnered guests through email invitations to its print and online subscribers, by reaching out to local press to promote the event, and through its sponsor partnerships. Volkswagen, one of the main sponsors, parked five convertibles of different models in the Fontainebleau’s driveway, outside the nightclub’s main entrance. Red Light Energy Elixir, another sponsor, had brand ambassadors serving samples of the regular and sugar-free versions of the drink and distributing free T-shirts and tank tops.
Four of the eight designers participating in the fashion show—which included swimsuit, beachwear, and accessories designers—converted the club’s second floor skyboxes into mini boutiques displaying additional items in their collections. The second floor also housed the beauty style lounge, where RikRak Salon stylists offered hairstyling and false eyelash applications to guests. Sleek MedSpa also gave away product samples and conducted a raffle for a free makeover at the spa.
About 90 minutes into the free event, the overhead lights dimmed and attention turned to the graduated runway Michael Designs Inc. constructed down the center of LIV’s main floor. The presentation included local designer Krelwear, men’s fashions from La Martina, and accessories from event newcomers Calypso and I On the District sunglasses.
The first 300 attendees received gift bags, which Kellner distributed from the Volkswagens as the event wrapped up around 11, just in time for the after-hours crowd to flood in. LIV's resident DJs Mike Deuce and Contra provided the soundtrack to the main event and after-party, respectively.
