Saturday, July 4, 2009

White Sands headed to the Miami runway - but Zimmermann bypasses IMG for New York

white sands

It’s July, it must be time for the world’s biggest bikini show. Yep, the Swimwear Association of Florida’s SwimShow runs from July 18-21 at the Miami Beach Convention Center and as usual, a swarm of local swimwear brands is heading to it. At least 13 Antipodian brands are listed in the lineup, from Anna & Boy to Camilla, Tigerlily, Jets, Seafolly and Zimmermann. With 350 exhibitors, 2000 swimwear lines, 2000 US buyers - and buyers from 50 other markets - Miami is the place to be for anyone in the swimwear biz. Separate to this event - which takes a traditional trade show booth format - IMG runs a smaller, glitzier runway showcase called Mercedes-Benz Fashion Week Swim at Miami’s Raleigh Hotel. This year it runs from July 15-19 and on July 18 at 8pm, Leah Madden’s White Sands will become the second Australian brand after Zimmermann to appear on IMG’s runway. Interestingly, after two consecutive years showing at both the SwimShow and IMG's event, this year Zimmermann is ditching IMG's schedule and heading straight from the Miami Beach Convention Centre to New York for an independent presentation at the Empire Hotel on July 22. Then again, Zimmermann has already invested in two IMG FASHION Asia Pacific events this year: February's inaugural Swim Fashion Week and May's RAFW.


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