The Truth About Miami SWIMWEEK (& What to Do About it)

There has been a frantic panic among designers, media and swim and resort wear industry folks since IMG emailed the media with their announcement that they are canceling SWIMWEEK this year. A lot of confusion has ensued from this announcement and since we are privy to exactly what has occurred and the plan for Miami Swim Week 2016, we wanted to clarify things for anyone out there searching for information and offer our assistance to any brands or media.

First of all, Miami Swim Week has NOT been cancelled. The confusion has arisen because IMG rebranded MBFW Swim to SWIMWEEK earlier this year in anticipation of the end of the relationship with Mercedes Benz. IMG has trademarked SWIMWEEK as one word and so they are now referring to the shows that have traditionally taken place in the tents at the Raleigh Hotel as SWIMWEEK. So, when they made the announcement that they were canceling SwimWeek, the media, buyers and designers understandably were confused into thinking that Miami Swim Week as a whole was cancelled. However, the trade shows which include Miami Swim Show, Cabana Show and Salon Allure are still very much happening. IMG only handles the runway shows in the tents at the Raleigh and they are simply taking a break in their incredibly strong ten year run in order to come back with even more to offer designers, media and buyers. There is no doubt IMG is the leader in the fashion week vertical and their commitment to excellence for both NYFW and SWIMWEEK is unparalleled.


Photo by George Martinez/

So the question is, did the designers wanting to show their collections during Miami Swim Week from July 15, 2015 through July 20, 2015 lost the opportunity when IMG cancelled SWIMWEEK? The answer is emphatically NO!!! LDJ, a leading fashion show production company, which has been producing the runway shows for IMG in Miami from inception, is working on logistics and venues as I type this blog post to secure alternate venues for designers. FUNKSHION, which is a Miami based “fashion week” that has been offering designers show space at Miami Swim Week for many years also increased the number of venues they are offering designers to accommodate the overflow. So, designers still wishing to show collections during Miami Swim Week have two viable options and buyers and media will really only see a few major differences this year in the form of more venues where the shows are being held (a little more like NYFW) and the press registration will not be managed by IMG.

For more information aimed at designers and press, visit the rest of this article on The Riviere Agency blog.

Photo Credit: Intsywintsy

Lori Riviere

Lori Riviere

Lori Riviere is the founder of The Riviere Agency, a boutique full service integrated marketing, PR, social media and events firm with offices in New York and Miami. She has worked with clients assisting them with sales, marketing, PR, social media and fashion show production. Her lifetime in the industry gives her a deep understanding of what it takes to build a successful brand. Lori has worked with top brands such Oscar de la Renta and Tory Burch as well start-ups and small businesses. She and her team also handle production and front of house PR for Mercedes Benz Fashion Week shows in New York and Miami. She has placed clients in major magazines both in the US and abroad, national television, radio, fashion blogs and major social media influencers as well as celebrity seeding. .