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Barely there: Miami Swim Week is back with more itsy bitsy fashion

MIAMI BEACH, FL - JULY 15:  Models walk the runway during the finale at the KAOHS 2017 Collection at SwimMiami - Runway at W South Beach on July 15, 2016 in Miami Beach, Florida.  (Photo by Frazer Harrison/Getty Images for KAOHS)
MIAMI BEACH, FL - JULY 15: Models walk the runway during the finale at the KAOHS 2017 Collection at SwimMiami - Runway at W South Beach on July 15, 2016 in Miami Beach, Florida. (Photo by Frazer Harrison/Getty Images for KAOHS)

The steamiest time of the year is here, Miami. And no, we aren’t talking about the scorching weather outside.

Swim Week — the premiere event in the world for swimwear fashions — is taking over Miami Beach one itty-bitty bikini at a time from July 20 to 26.

“Swim Week is the biggest platform for the swimwear industry in the U.S. It could be a chance to find the hottest new brand, or the chance to find a new distributor, a new contact, a press opportunity — it can be anything,” Cece Feinberg PR Owner Cece Feinberg says of the event. Since 2004, Feinberg has been an integral part of the event’s runway shows.

6 Shore Road by Pooja – Runway – Mercedes-Benz Fashion Week Swim 2015
MIAMI, FL - JULY 20: A model walks the runway during 6 Shore Road by Pooja fashion show during Mercedes-Benz Fashion Week Swim 2015 at Cabana Grande at The Raleigh on July 20, 2014 in Miami, Florida. (Photo by Frazer Harrison/Getty Images for 6 Shore Road)

The 35th annual SwimShow trade show, sponsored by the Swimwear Association of Florida, will be held at the Miami Beach Convention Center from July 22 to 25. Cabana and Hammock, additional trade shows, are scheduled as well for Swim Week. This trilogy is the most important swimwear trade shows in the industry.

“Now with the other trade shows, the runway shows, and all the other satellite events — Miami Swim Week is to the swimwear industry what Art Basel Miami Beach is to the art world,” Feinberg adds.

As for those spray-tanned models swathed in skimpy suits, a flurry of fashion shows are also in the mix compliments of FUNKSHION and SWIMMIAMI productions.

FUNKSHION’s fashion shows take place July 20-23 at the Setai HotelFUNKSHION tents (Collins Ave between 21st and 22nd), Nautilus and Plymouth hotels.

Hammock 2016 Collection at SWIMMIAMI
MIAMI BEACH, FL - JULY 17: A model walks the runway at the Hammock 2016 Collection during SWIMMIAMI at W South Beach on July 17, 2015 in Miami Beach, Florida. (Photo by Frazer Harrison/Getty Images for Hammock)

SWIMMIAMI’s runway shows, on the other hand, will be held at the W South Beach. This year’s event includes fashion shows and presentations by brands such as Maaji, Agua Bendita, Gottex, Frankies Bikinis, Luli Fama, Indah, Minimale Animale, Beach Bunny, Bianca Coletti and more.

Swim Week’s origin begins with SwimShow — the largest and longest-running tradeshow for swim fashions. “Since its inception, this is where the actual business of buying and selling swimwear takes place for the swimwear community. The show had established itself with the best brands and buyers around the world,” Feinberg says. The tradeshow boasts over 2,500 brands.

As for a preview of what’s to come on this weekend’s runways, expect a pastiche of patterns, innovative fabrics and lingerie-inspired silhouettes. Miami-based designer Bianca Coletti says, “My color palette includes baby pinks and soft blue pastels. We’ll be seeing a lot of ’90s inspired one-piece suits with stunning high thighs.”

Robb & Lulu 2017 Collection at SwimMiami – Runway
MIAMI BEACH, FL - JULY 15: A model walks the runway during the Robb & Lulu 2017 Collection at SwimMiami at W South Beach on July 15, 2016 in Miami Beach, Florida. (Photo by Frazer Harrison/Getty Images for Robb & Lulu)

Also trending? Beautiful people (Instagram influencers like Rocky Barnes and Abigail Ratchford will make a splash), pop-up boutiques, shopping lounges, swanky lunches (think Sergio Rossi), designer dinners (hello, Zimmermann) and more. All take place against the most fitting backdrop — glamorous Miami Beach — where bikinis are always en vogue and wetter is always better.

Runway Shows

What: FUNKSHION

When: noon to 10 p.m. daily July 20 to 23





Where: Setai Hotel, FUNKSHION tents (Collins Ave between 21st and 22nd), Nautilus and Plymouth hotels

What: SWIMMIAMI

When: 6:30 p.m. to 11 p.m. July 20 to July 23

Where: W South Beach and The Tent (22nd and Park Avenue)

Trade Shows

What: SwimShow

When: July 22-25

Where: Miami Beach Convention Center, 1900 Washington Ave., Miami Beach, Halls A & B

What: Hammock

When: July 22-24

Where: W South Beach, 2201 Collins Ave., Miami Beach





What: Cabana

When: July 22-24

Where: Tents at Collins Park, between 21st and 24th Streets

Miami.com's Swim Week Top Events

What: Style Saves Swim

When: Friday, July 21 at 9 p.m.





Where: The Setai, 2001 Collins Ave., Miami Beach

Why: The feel-good fashion show by local non-profit Style Saves — whose mission is to raise funds for underprivileged children — is now in its 7th year. New this year? An online auction, with prizes including a two-night stay at EAST Miami, $2,500 gift card to Alice + Olivia, Balenciaga handbag, and accessories packages from Miansai.

RSVP: Tickets are $150 and can be purchased online here

What: ESCAPE Miami Style Lounge

When: Saturday, July 22 from 12 to 5 p.m.

Where: The Shelborne Hotel, 1801 Collins Ave., Miami Beach

Why: Sip spirits, shop, score a spray tan, get glam, peep a fashion presentation, tarot card readings, and chill at the 5th annual event. It’s free (yay!), just register here

What: Planet Fashion

When: Thursday, July 20 to Saturday, July 22 at 7 p.m.

Where: SLS South Beach (1701 Collins Ave., Miami Beach)

Why: Check out fashion shows by designers such as Roberto Cavalli, Nash Beach, Versace, DSquared2, OMG Miami Swimwear and more. RSVP here

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