NEW YORK — Several designer swim brands have committed to show at the first 7th on Sixth swimwear show, set to run July 16-20 in Miami Beach.
Among the lines now slated to show at the event are BCBG, Carmen Marc Valvo, Gideon Oberson, Inca, JLo by Jennifer Lopez, Miracle Suit, Juicy Couture, Rosa Cha, XOXO, Cosabella Mare, Norma Kamali and Esteban Cortazar.
Billed as “Sunglass Hut’s Swim Show Miami produced by Lycra,” the events are to be presented in conjunction with the Greater Miami Convention and Visitors Bureau and will be at The Raleigh hotel.
“We are already seeing a strong response,” said Fern Mallis, executive director of 7th on Sixth. “Swim is a hot category and it gets a lot of media attention, and many companies are interested in participating.”
Unlike the New York runway events that showcase designer creations, some of these swim lines are produced under license. For example, Swimwear Anywhere makes swimwear for Juicy Couture and Carmen Marc Valvo. Mallis said it is an internal decision about whether the licensee or the designer handles the show’s direction.
The bulk of the presentations will be for one designer, but Lycra is planning a group show, Mallis noted.
The cost to rent the venues at The Raleigh range from about $3,000 to $7,000, which doesn’t include model and other fees. Mallis said her company is working with hair and makeup firms to line up sponsors.
A poolside party, hosted by 7th on Sixth, will take place tonight in Manhattan to generate excitement and reveal more information about this event.
The shows will run alongside the Swimwear Association of Florida’s Cruise 2006 show, which is the industry’s largest and most important swim event. That show is relocating this year to the Miami Beach Convention Center from the Miami International Merchandise Mart.
Judy Stein, executive show director of Cruise 2006, said, “We think this is good for the industry and we welcome this new event. We definitely plan to work together.”
Mallis said the 7th on Sixth shows will be in the late afternoon and evening so they don’t coincide with the buyers attending the Cruise show during the day.
A division of IMG, 7th on Sixth is moving into new territory with a swimwear-only event. The company produces Olympic Fashion Week in New York and Mercedes-Benz Fashion Week at Smashbox Studios in Culver City, Calif., as well as events in locales around the world.
Swimwear has become a key category in recent seasons and more designers are entering the pool. Among those who have launched swim lines are Diane von Furstenberg, Juicy Couture, St. John Knits, Tocca and Choice Calvin Klein. Michael Kors is to start a line produced under license by Warnaco for cruise 2006.