With the arrival of the Show’s 40th anniversary the Organisers are returning to their landmark location whilst unveiling a host of new branding elements – new logo, a redesigned show floor and a new digital experience for show exhibitors and visitors alike.
This renowned trade event started in Miami 40 years ago as an association of swim industry experts with a goal of bringing brand together to support and cultivate the growth of what is now internationally recognised as Swim Week.
Russell Kniep, President of the Swimwear Association, commented: “We can’t help but reflect on the last four decades of buyers and brand connecting in a single space, to touch and feel samples, meet face-to-face and discover new brands. The last two years during the pandemic have made us realise the importance of in-person interactions and how crucial they are to the business of buying and selling collections. Without being able to feel the texture, see the real colours and understand the construction of a product it is nearly impossible to purchase new collections. We are excited to bring new brands to the forefront of the industry – while continuing to cultivate existing relationships and looking at the industry as a whole, under one roof.”
Mar de Lua
As well as ‘cosmetic’ rebranding the organisers have instigated a system to further identify product categories: The NewNew (emerging brands), The SwimCore (swimwear brand staples) and finally The SwimMode (innovative and disruptive brands that are trendsetters).
Gottex
Judy Stein, SwimShow Executive Director, commented on these changes: “On the contrary of other shows out there, we are proud to represent all swim tiers and categories. We have worked with size-inclusive brand for many decades alongside those brands that are setting trends and those early innovators who made sustainability a priority many years ago. The swim industry is a niche market and our mission is to bring it back together in one place. We are witnessing a counter trend of online brands looking for offline visibility…even in conceptualising our new logo icon, we connected the two S’s in an effort to symbolise unity and the swim industry coming together again.”
Change of Scenery
Swimwear brands will be represented from North America, Latin America, Europe and Australia and buyers will recognise a new QR code and check-in management system (continuing the pledge towards sustainability). A full line-up of brands can be seen on the website but highlights include Andrew & Cole, Mar de Lua, Touch by Adriano Carolina (NewNew); veteran brands in SwimCore such as Gottex, Jantzen and Body Glove and in SwimMode Vitamin A, Hale Bob and Change of Scenery.
