Luli Fama is more than just bathing suits, it’s female-empowering swimwear that landed Swim Week’s highest honor

Paraiso Miami Beach, also called swim week, is normally the time of year when Miami’s who’s who, designers and buyers come out in droves, dressed to the nines to sit (or vie to sit) front row while stunning models take to the catwalk showing the latest in beach-approved Lycra styles.

But with Covid-19, this year Paraiso Miami Beach was in flux. Would it happen? And if so, how? Thanks to technology, swim week not only happened for Miamians, shows like Luli Fama happened live for anyone watching via the web. Proving that in trying times we find ways to adapt. Luli Fama Designer Lourdes “Luli” Hanimian tells how she kept swim week alive in the new normal, female empowerment and her proud Latina heritage.

Swim week was definitely different this year. Tell us your thoughts and feelings on that.

I’ve felt a mix of emotions. I’m thrilled that a collection that our team has worked so hard on and put so much creativity and thought behind will be exposed to the world, thanks to the power of technology. It’s disappointing not being able to work in person with my team, the Paraiso family and, of course, the amazing models that walk our show, but I know keeping everyone safe is priority. Putting on a runway show of this caliber and managing it via Zoom hasn’t been a walk in the park, which can be frustrating at times, especially since Augusto (my brother-in-law and co-founder of the brand) and I are very hands on. And, of course, revealing the collection to the world via livestream is a bit nerve wracking. But all in all, I have faith and confidence that it will be a successful show and that the viewers will enjoy and love the collection.

What was the inspo behind this year’s show?

This year’s show was inspired by the power, resilience and essence of the Latina feminine spirit. From bold designs, diversity amongst the models, an uplifting and inspiring campaign video and carefully selected songs, our goal is to convey a message of female empowerment, while celebrating diversity throughout the show. It was extremely important to our team that female viewers were left with a sense of pride and inspiration and an “anything is possible” mindset.

Why did you name it Diosa?

The meaning behind a modern day goddess, is a bold woman on a journey to discover and access her divine power. A goddess exudes positivity, confidence and a vibrant personality, which results in the empowerment of other women. A goddess embraces her individuality as it makes her who she is and what she presents. When choosing the name of the collection, ‘goddess’ embodied everything we wanted this collection to represent, such as uniqueness, eye-catching styles and hues that make a fashion statement. Although the Latin influence is apparent throughout the collection, we wanted to particularly shed light on the strength Latina women possess, the impact Latinas have on this country and the importance of maintaining our culture.

What is your favorite piece and why?

My favorite piece is definitely the Goddess Allure reversible Triangle Halter Top and the stylish and ultra-modern strappy ring bottom. The gold detailing and embellished styles were exquisitely crafted to fit a true “Diosa.”

Favorite trend for this season?

A few of my favorite trends are the gold detailing, jeweled toned and, of course, and tie-dye print, which give off that retro look.

Least favorite trend?

I’d say that my least favorite trend would have to be the loincloth bikini bottom. I personally don’t think it’s flattering even if it’s barely-there material.

Why is Luli Fama a Miami girl brand?

I was raised in Miami and it’s where the brand was created. Our designs are inspired by a variety of factors including my South Florida upbringing, the Miami cosmopolitan culture and the Latin influence felt throughout the city.

Covid has really changed the way we dress. But bikinis are one of those items that made the cut as a wardrobe essential. Why is that? Do you think there is a joy to buying a new bathing suit?

Swimsuits offer the customer a sweet escape from the day to day and brings their mindset to a happy state. Soaking up the sun from your balcony, backyard pool, garden, etc... brings a sense of normality during this unprecedented time. The great thing about swimwear is how comfortable and practical it is, which allows customers to find alternative ways to entertain themselves during quarantine. Even if people all over the world are still practicing social distancing, customers are keeping a positive attitude and are hopeful that brighter days are coming and are shopping suits designed for beach days and vacations.

Tell me about being honored as designer of the year.

Augusto and I were so thrilled and honored to be named swimwear designer of the year by Fashion Group International of South Florida. In a year where we’ve had to navigate through so many changes, it’s humbling to be awarded such a prestigious accolade. It’s so rewarding to be named amongst some of the greatest in the industry.

Scroll down for images from last week’s Luli Fama runway presentation at Paraiso Miami Beach. For more, follow the brand on Instagram.