This week, fashion brands get in on emerging IRL events, from Miami Swim Week to UFC 264.
For fashion fans and brands, the pandemic worked to put Miami Swim Week on the map.
Taking place on July 8-11, this year’s Paraiso Miami Beach, widely known as Miami Swim Week, answered the fashion community’s pent-up demand for in-person events. In doing so, it secured a reputation as an effective marketing platform for leading fashion companies.
Brands including Jonathan Simkhai and Simonett took part in the event for the first time by hosting presentations or runway shows. The shows offered them an opportunity to stand out in the increasingly congested swimwear market, both ahead of key trade shows and at a time when traveling is top of mind for consumers. Many shows were targeted at consumers, featuring influencers as models, entertainment beyond fashion looks and see-now, buy-now collections. Meanwhile, other brands hosted event-adjacent activations to tap into the buzz — which, according to insiders, was palpable.
“Brands were dying to come back and do events — do anything,” said Natalija Dedic Stojanovic, creative director at Paraiso Miami Beach. “[The event] got so big that we couldn’t really control it; it was insane this year.”
Dedic Stojanovic said the week typically attracts designers from more than 60 countries and 30,000 attendees. But this was the biggest to date, because far more than the usual 30% of RSVP’d guests showed up and, for the…