Hammock Show – Miami Swim Week 2016 Recap
From July 16 – 18, 2016 during the Miami Swim Week, Hammock, an extension of the previous Salon Allure trade show, took over W Hotel & Residence South Beach Miami and showcased a variety of luxury swimwear and lifestyle brands.
Returning for the seventh year, Hammock has expanded its sponsor activations to incorporate a 7,300 square ft. relaxation lounge by Bliss Spa featuring seven treatment rooms, two manicure and two pedicure stations, and a beauty retail boutique. Some of the best stylists from L’Oreal were also on site at the “Hair’s Night Out” professional styling station to deliver complimentary hair styling sessions.
To kick off the show, an opening party was held at W Hotel’s WET pool lounge, where a number of luxury swimwear brands debuted their latest collections on the outdoor pool’s runway.
Instead of using traditional venues, the unconventional trade show had over 80 participating brands present their 2017 designs in W Hotel’s luxury suites and studios, creating an intimate space for the buyers and exhibitors, and a more relaxed atmosphere.
This year’s highlights included new brands Revel Rey, which offers hand-painted print products; former Editor in Chief of Vogue Greece, Elena Makri’s new swimwear and accessories brand; model Garrett Neff’s men’s swimwear brand Katama Swim; plus size brand Robyn Lawley; handmade swimwear brand Swim with Mi; 30-year-old French brand Pain de Sucre; exquisite new towel brand Futah, and lingerie & swimwear diffusion line L’Agent by Agent Provocateur, which is designed by the Cruz sisters (actress Penelope Cruz and dancer Monica Cruz) alongside Sarah Shotton, the Creative Director of Agent Provocateur.
Other brands that caught our attention include My Beachy Side, Lee + Lani, Beach Bunny Featuring Alexis Ren, Luxe by Lisa Vogel, Sun Kitten Swimwear, and Gypsea.
My Beachy Side carried a lovely collection of colourful hand-knit barefoot sandals and accessories.
Lee + Lani, incorporated eccentric pop-art designs into their swimwear collection.
Beach Bunny Featuring Alexis Ren had a collection of sexy swimsuits with incredible lace-up details, Luxe by Lisa Vogel presented a line with feminine details like lace and fringe.
Sun Kitten Swimwear showcased a playful collection designed by Lizzie, former Miss Kentucky USA and a cast member on Bravo’s The Real Housewives of Orange County. Sun Kitten was also the official swimwear sponsor for Miss USA 2015. Gypsea, an Australian brand showcased at the ABFA Showroom, featured prints inspired by surf photographer Scott Bauer’s works and his experiences from roaming the world in search of the perfect breaking wave. Gypsea’s tops ranged from structured ones with push-up padding and underwires, to sporty, surf crops. Its bottoms provided different coverage from full to cheeky, Brazilian cuts. What we loved about it was how all styles were available for mix & matching.
This year’s Hammock provided an ideal platform for niche brands and designers to connect with buyers during the Miami Swim Week while reveling in luxury swimwear. We look forward to what they have to offer in the future.