If you are feeling stressed and confused, I understand. What are you suppose to do when even the leaders, high in stature with the economic engine, are tempted to throw up their hands in trepidation, unable to make sense of how to move forward in today’s volatile business.
But let me tell you the good news. I’m happy to inform you that in August 2020, Paraiso Swim Week (held in Miami Beach, Florida) seamlessly produced an in-person Miami Swim Week. At this juncture, what holds us back is a feeling that we’re in over our heads. More to the point, it doesn’t help that the financial sector of the fashion business seems overwhelming complex. Nevertheless, Tara Ink made progressive strides with a handle of robust rules to adhere to bringing discipline and order to fashion shows, presentations and events— all so eloquently showcased at the SLS South Beach.
In fact, the vast majority of guests actively managed to enjoy themselves and reach buying and editorial goals for the week.
In short, you can’t control where the pandemic and economy is headed nor whether the stock market will soar or plunge. But that doesn’t matter. The winners of Paraiso fashion week understand that they cannot control the market segmentation because the industry has grown too complex and fast changing for and leaded to forsee the future. Nonetheless, these forthright swimwear brands focus so intently on what they can control that they will prosper no matter what challenges lie ahead. And with the help of the their insights, the business sector will continue to flourish, too.
Paraiso Upcycle Challenge:
“We have been involved in Miami swim week since its inception about 19 years ago. We were they actually agency of record to launch Miami swim week under IMG. But out of all the years, the couple hundred fashion shows we have produced, huge events like Sports Illustrated Swim, this has been the most memorable year. This year hosting Paraiso Miami Beach/ Miami swim week has been a labor of love. We are bound together to keep the swim industry alive to help these brands struggling and to create a platform that they can show the collections digitally to editors and buyers around the globe. It is exciting to see a couple thousand people log on to each of the shows. I applaud the team at Paraiso Miami Beach for being so creative and putting together a platform in this “new normal” that supports the industry. After all, this is going to be an endless summer for quite a few months ahead.” – Nick D’Annunzio, Co-Principal at TARA, Ink.
At this juncture, most of us are well aware that the COVID-19 pandemic hit the fashion industry from every angle, severely impacting companies, lives and the overall market. While there is still no immediate end in sight, there is an opportunity to help the industry by envisioning new ways to support the brands, and reviving the physical experiences as they continue to be an important and much-needed platform for the swimwear industry’s sales, and international collaborations.
Stitch Lab Marketplace:
With the full support of the City of Miami Beach, a number of in-person fashion shows and presentations were produced and live streamed following the strict CDC guidelines on social distancing and other methods preventing the spread of COVID-19.
“We are fortunate that Florida is reopening much more quickly than expected, making it possible for us to hold Paraiso Miami Beach just a month away from the originally scheduled dates”, said Natalija Dedic Stojanovic, Creative director of PARAISO Miami Beach. “We understand the priorities and challenges that brands are facing at the moment. The fundamental platforms that need to be re- activated for the fast recovery of the fashion system as a whole are trade and marketing platforms”, adds Natalija Dedic Stojanovic.
Alongside industry leading brand partners, Beach Bunny, Acacia, Vitamin A Swim, Luli Fama, Agua Bendita, Maaji, and Verde Limón, Paraiso engaged with a highly sophisticated, and creative technology partner theCxn for its new virtual showrooms, who will be supporting in unique ways, helping brands sell their collections in a more creative and visually immersive way.
ParaisoMiamiBeach.com aims to focus on new business opportunities and boost the visibility of their Resort 2021 Collections by activating commercial contacts in order to generate new orders.
Retailers will be able to schedule virtual appointments, shop from curated collection videos, and truly connect and engage with brands remotely. Through designer introduction videos, shoppable runway presentations, and virtual rack with cross-merchandising capabilities, exhibitors will better communicate all the facets of their brand identity and provide buyers with a unique experience. This is the wave of the future coming to fruition before our very eyes.
There has never been a better time to embrace change and evolve. theCxn is an innovative technology built for the new age. The visually strong and creative platform features stunning presentation that can be implemented into sales strategies of the future. The viewer is immersed in an online experience on par with a runway or a showroom visit, ensuring that brand integrity of each house is kept and presentations are aligned with luxury fashion.
SILVIA TCHERASSI Silvia Tcherassi hosted an intimate dinner for a group of personalities that includes editors and local tastemakers. “This city has been an integral part of my brand as it is not only my home, but also that of our headquarters. I am always looking for ways to make a contribution,” shared the designer, “our Resort 2021 capsule collection pays homage to my dear neighborhood of Coconut Grove, where I designed this collection during the months of quarantine. I am excited to share it in the city that inspired it.” “I am optimistic about the future and committed to keeping a positive mindset”.
A contemporary vision aimed at redeveloping embroideries, appliqué and other details. All packaged together to celebrate Columbia and handmade heritage.
Vitamin A announced the virtual debut of their upcoming RESP21 collection, through Paraiso Miami Beach’s digital hub. With an “of the moment” runway video composed of user generated content (UGC), the new line is showcased through the lens of Vitamin A’s loyal customers — real women, each in their own element.
What is nice about this brand is that is promoted “sustainability is sexy”, A total of 21 new silhouettes were introduced. From gravity defying bralettes, underwire tops, and rashguards, to high-waist bottoms and high-leg bodysuits, the emerging trends are beautifully suited for all body types, and it shows.
More to the point, all of Vitamin A’s bikinis and bodysuits are ethically and sustainably made in California, from the brand’s plant-based and recycled materials. As a proud member of 1% For the Planet, Vitamin A gives back to organizations who work to protect our oceans and environment. Super Sexy, Super Sustainable.
On a separate note, each year, The Fashion Group International of South Florida honors executives in the fashion industry in partnership with PARAISO Miami Beach – Swim Week. This year they honored talented industry leaders within our community for their outstanding work and contribution to the Fashion Industry in South Florida.
The Fashion Group International is a global, non-profit, professional organization with 5000 members in the fashion industry including apparel, accessories, beauty and home.
Marwida delightfully hosted a Pop-Up event during Paraiso Miami Beach Swim Week at SLS South Beach—which took place at one of the poolside cabanas. It featured a male model sporting the swim trunks ( in and out of water) for media and stylists who were invited to view and learn about the brand. I can only say great things about MARWIDA to American male consumers. This brand will go from zero to 60 in a matter of seconds.
It is swimwear is dedicated to creating high quality products for the style conscious with a conscience by producing sustainable styles made of engineered up-cycled materials. Marwida’s swimwear only uses engineered up-cycled materials, where of a good 40% is SEAQUAL® YARN, a polyester produced under license from The SEAQUAL Initiative who together with fisherman, NGOs and local communities are cleaning the Mediterranean of marine litter. The remaining yarn in a pair of Marwidas comes from land recycled post consumer plastic bottles.
Luli Fama showcased their anticipated 2021 Collection “DIOSA” at Paraiso Miami Swim Week 2021. The digital only runway show live streamed around the world. Inspired by empowered, bold and sophisticated Luli Babes, the “Diosa” collection includes an assortment of daring and show stopping looks such as the brand’s signature styles and ultra-modern designs accentuate a women’s figure, while lending a chic fashion statement to any summer wardrobe,
Staying true to Luli Fama’s DNA, the collection offers vibrant hues, lively metallics, sassy animal prints and femine floral motifs. From flirty bandeaus to sexy triangle tops and cheeky Brazilian Ruched and high- cut bottoms, each piece was made to be mixed and matched, allowing customers to select specially designed looks and highlight her best features.
Maaji is a Colombian swim and activewear brand that exists to deliver Maajic, surprise and inspire #RealMermaids. The brand is dedicated to the design and production of whimsical yet luxurious pieces. Maaji’s eclectic and unconventional collections are designed for the modern, creative soul who dares to experiment with fashion.
Maaji lines include swimwear, EW (earth warriors sustainable line), activewear, beachwear, accessories, protective wear, and men’s swim trunks. Each range balances a unique mix of colors, shapes, silhouettes, and textures that define the brand’s philosophy. For Maaji, every single detail of the garment is essential.
Versatile tones that can work beyond one season will be key, adding a sense of longevity to designs. Solid color swimsuits that enhance your shape. Pretty Feminine: Maaji wants their #RealMermaids to feel good. The key of this trend is to play with proportion, creating exaggerated shapes that will work well for beach-to-bar looks creating #beyondthebeach garments and styling.
Animal Print: Some trends never go out of style, as the animal prints; expect many leopard and zebra patterns with a Maajical mix of colors and eclectic twist.
POP kitsch: Swimwear with kitsch elements, using bold brights and tongue-in-cheek graphics to create playful, over-the-top designs. Simple silhouettes with maximalist prints, details, and patterns. Bold kitsch graphics, including palm trees, flowers, birds, abstract figures, animal prints, and tropical designs.