Mercedes-Benz Fashion Week Swim Overview

See, I knew there was a reason I got into fashion as a career. Many may have laughed, said it was a bit girly, but when your boss tells you to write up a review of a show like this…

Clockwise from top-left: White Sands, Luli Fama, Ed Hardy, Caffé Swimwear

Images © Getty Images

Held annually in Miami by IMG Fashion, the Mercedes-Benz Fashion Week Swim is, according to Christine Neault, IMG’s Senior Director of Fashion & Brands, ‘the industry’s premier platform to showcase swimwear collections from around the world.’ Already in its fifth year, the show is continually growing; this year around 10 new designers exhibited their collections, including Crystal Jin, Vitamin A and V Del Sol.

Unsurprisingly, floral prints featured heavily across all collections – soft, watercolour pastels as seen at White Sands provide a pleasing balance for the rich, saturated hues of Ed Hardy. Christian Audigier’s infamous brand was, for many, a highlight of the show – his signature tattoo-influenced designs adorned many of his pieces, with the remainder utilising abstract, 80’s-inspired block colouring or classic neutrals.

Elsewhere, Tibi’s slightly 90’s homage saw asymmetrical and cutaway styling along with classic two-pieces, whereas Luli Fama’s slashing effects and one-piece ‘monokinis’ show just how little one can get away with wearing in the world of swimwear.

The 2010 show was also the first time that the organisers used their new interactive application, allowing those who were unable to visit the show personally to view it remotely via their iPhones. Available for $0.99 at Apple’s App Store, the Mercedes-Benz Fashion Week Swim application features a full overview of each collection, in both video and image form.

I love my job.


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