After the show the Official Kick Off Party got everyone in the mood for the fun that is to come with the rest of the week. Overall the first night was a perfect way to start off the Mercedes-Benz Fashion Week Swim. I look forward to see what the rest of the week has to offer!

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American Express:
·         American Express returns to Mercedes-Benz Fashion Week Swim, providing exclusive access and experiences for Cardmembers
·         Special event packages available to Cardmembers give access to prime runway viewing at the American Express poolside cabana at The Raleigh Hotel in addition to access to exclusive designer meet-and-greet sessions throughout the event to give a deeper look into the designers inspiration and the industry
·         American Express is also offering Cardmember packages for access to the Mercedes-Benz Fashion Week Swim Kick Off party, where Cardmembers will have the chance to mix and mingle with industry insiders. Packages are available now at www.americanexpress.com/entertainment
·         American Express will donate proceeds from the sale of all packages as part of its $250,000 donation to the CFDA/Vogue Fashion Fun (CVFF), a program (of the CFDA) to help emerging American designers succeed in the business of fashion by providing ongoing support

Bain de Soleil®:
·         Mercedes-Benz Fashion Week Swim marks the return of the Bain de Soleil® brand in consumer heart and minds as well as its re-emergence on the fashion scene
·         Join us to re-discover an effortlessly chic Bain de Soleil® experience and lavish your skin with luxurious emollients that leave your skin aglow
·         Bain de Soleil® is thrilled to partner with designer Red Carter- who is known for his sophisticated, sexy swimwear
·         Visit us at our Oasis cabaña and allow us to pamper you poolside with complimentary chair massages and an opportunity to feel how our products can fit into your trend-setting lifestyle

Café Bustelo:
·         Café Bustelo will be sampling their ever popular iced café con leche Bustelo Cool, as well as their newest flavor Bustelo Cool Mocha
·         Guests throughout the event will enjoy the Dirty Bustelo Cocktail, a perfect combination of Bustelo Cool and Ultimat Vodka to jumpstart their nights
·         Café Bustelo is providing the Offical Event T-shirt for Mercedes-Benz Fashion Week Swim, as well as donating its acclaimed yellow, “I Heart Café Bustelo” tote and a brick of espresso for the Official Event Gift Bag to keep all VIPs and Fashionistas energized throughout the week

Chambord:
·         Chambord will serve as the Official Liqueur of Mercedes-Benz Fashion Week Swim
·         The three signature drinks being served are some of Chambord’s refreshing summer cocktails. Event bars will feature the Chambord Black Raspberry Lemonade, the Chambord Margarita and the Chambord French Martini, during the showing of the swimwear and resort collections

Conair/Rusk:
·         You will turn heads and save money when you pick up a You Style, Conair’s 2-in-1 styler. Easily master the trendy tresses tearing up the runway at Mercedes-Benz Fashion Week Swim with the only tool specially designed to straighten and make waves
·         The Rusk® Creative Team returns to Mercedes-Benz Fashion Week Swim to work backstage with Ed Hardy, Tibi and True Religion Swimwear
·         The Rusk® Designer Collection™ will be used to create the sexy, edgy looks that Rusk is known for
·         New Priming Crème™ from Rusk is the ideal first step in creating runway-ready style. The humidity-resistant formula hydrates porous, chemically treated hair and leaves it soft, silky and shiny- perfect for models who are running from show to show
·         One of the latest additions to the Rusk® Designer Collection™ , Gleam™ is a lightweight smoothing and shining crème that adds instanct, reflective shine to wet or dry hair
·         Priming Crème™ and Gleam™ can be cocktailed with any other Rusk® Designer Collection™ products for customized hairstyles expressly tailored to the unique statements of each clothing designer
·         Rusk® Styling Tools have the heat and the power to transform ho-hum locks into hot and sexy looks

DHL:
·         DHL returns to Mercedes-Benz Fashion Week Swim for the third season as the Official Logistics Provider for IMG’s Fashion Weeks in the U.S. and around the world
·         As the world’s leading logistics service provider for the fashion industry, DHL’s presence in more than 220 countries and territories ensures that the creations of international designers arrive at major fashion shows across the globe on time
·         South Florida, which serves as the primary gateway for trade between the U.S. and Latin America, is home to DHL’s International Americas headquarters. Some of the designers and sponsors participating in Mercedes-Benz Fashion Week Swim rely on DHL- the Specialists in International- to move their garments abroad

MAKE UP FOR EVER:
·         MAKE UP FOR EVER is excited to be partnering up for the first time with Mercedes-Benz Fashion Week Swim
·         The hottest color of summer, turquoise Aqua Eyes #7L is the perfect splash of color to brighten up your look for the office, the beach or the club. For additional pop, top it off with a shimmery shade of turquoise Star Powder #960 or matte turquoise Eye Shadow #72
·         While the coolest swimwear shows are going on on-stage, MAKE UP FOR EVER will be backstage creating the make up looks for: Tibi, Marysia Swim, Crystal Jin, True Religion, L*Space, Mara Hoffman, Ed Hardy, Xtra Life LYCRA®, Vitamin A, Luli Fama, V Del Sol
·         MAKE UP FOR EVER is available at Sephora stores

Peroni:
·         Premium Italian beer Peroni Nastro Azzurro is pleased to return as the official beer of Mercedes-Benz Fashion Week Swim in Miami.  Peroni Nastro Azzurro has become a fashion icon in the beverage industry as a light flavored European lager produced using only the highest quality natural ingredients grown in Italy
·         To ensure everyone gets a taste of the Italian culture and couture, Peroni Nastro Azzurro will be served ice-cold at the tents at the Raleigh as well as during the many exclusive events and parties surrounding the shows themselves
·         Introduced in the 1960s, Peroni Nastro Azzurro is one of the best known Peroni brands and is the leading premium beer in Italy. The light European lager is produced using only the highest quality natural ingredients grown in Italy.

The Raleigh:
·         Situated in the heart of South Beach, The Raleigh is a masterpiece of Art Deco grandeur. Sister hotel to Hollywood’s famed Chateau Marmont and The Mercer in New York, this classic oceanfront property has undergone an extensive yet thoughtful renovation by hotelier André Balazs. A throwback to the understated glamour of the 1940’s, today the hotel is a consummate mix of modern comforts and old-world elegance

Mercedes-Benz Fashion Week Swim begins with a poolside show by Bohéme Boutiques and an  official kick-off party on July 15th, followed by four consecutive days of shows and presentations featuring L*Space by Monica Wise, this season’s Mercedes-Benz Presents designer, Tibi, Caffé Swimwear, Marysia Swim, Crystal Jin, ANK by Mirla Sabino, True Religion Swimwear, Red Carter, Aqua di Lara, Tori Praver Swimwear, Mara Hoffman, Ed Hardy Swimwear, White Sands Australia, Poko Pano, Xtra Life LYCRA®, Vitamin A, Cia.Marítima, Luli Fama and V Del Sol.

Mercedes-Benz Fashion Week Swim, presented at Miami Beach’s historic hotel The Raleigh, offers multiple venues, the Cabaña Grande, the Beachway and the Oasis, in addition to The Raleigh’s Penthouse event space. Over the course of five days, 12,000 journalists, buyers and VIPs will be in South Florida to experience the most elite swimwear event in the country.

Mercedes-Benz, the event’s title sponsor, is joined by American Express, DHL, LYCRA®, MAKE UP FOR EVER, The Raleigh, Conair, Bain de Soleil®, Continental Airlines Inc., Peroni, Chambord, smartwater, Ocean Drive Magazine, Miami.com, California Apparel News Waterwear and Getty Images.

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Designs from 10 newcomers will be presented on the runways alongside prominent swimwear designers and brands such as Tibi, ANK by Mirla Sabino, True Religion Swimwear, Ed Hardy Swimwear, Poko Pano, Xtra Life LYCRA®, Cia.Marítima and Luli Fama.

Photo by Angelo Cordero of the 2009 ANK Swim wear collection

“We are pleased to welcome so many new faces to Mercedes-Benz Fashion Week Swim,” said Christina Neault, Senior Director of Fashion & Events for IMG Fashion. “Press, retailers, fashionistas and VIPs will come together to celebrate our record-breaking season and the best swimwear from around the world.”
This season, new specialty retailers and designers debuting collections include: L*Space by Monica Wise this season’s Mercedes-Benz Presents designer, Bohéme Boutiques, Caffé Swimwear, Marysia Swim, Crystal Jin, Aqua Di Lara, Tori Praver Swimwear, Mara Hoffman, White Sands Australia, Vitamin A and V Del Sol. Some of their inspirations are:

L*Space by Monica Wise, this season’s Mercedes-Benz Presents designer, is constantly in demand by Hollywood’s hippest stars. Cameron Diaz, Jessica Alba and the covers of dozens of magazines across the globe have featured Monica Wise’s delectable bikinis in stunning fabrics. Her fit cannot be beat in gorgeous mix and match prints and solids.

Bohéme Boutiques offers a way to step into Bohemia. With designer swimwear, cover ups and accessories, they are the only Key Biscayne boutique to carry Pucci, Catherine Malandrino and Missoni Sport.

Caffé Swimwear designer Paula Saavedra combines deep passion, and her South American roots with current fashion trends, and produces swimwear with an exotic flare. She has elevated the bathing suit to high fashion status with chic, sexy and undeniable stylish swimwear for women.

Marysia Swim’s Maria Dobrzanska Reeves started her line after attending the Fashion Institute of Design and Merchandising in Los Angeles. A former ballerina, she debuted her swimwear collection in the summer of 2008, with the same precision and disciplinary skills she used in dancing.

Crystal Jin Eley attended Parson’s The New School for Design and chose to launch a swimwear line for two reasons, necessity and her outdoor roots. She never could find styles, colors and fabrics which matched with her personal taste and as a result has created her luxurious Crystal Jin swimwear line.

Aqua Di Lara’s award winning designer Reyhan Sofraci unveiled edgy and original high-fashion styles unlike anything seen before in the high-end swimwear industry in 2005. The line was created to satisfy the demands of his fashion conscious clientele. He combines aesthetic beauty, unique styles and comfort and quality.

Tori Praver Swimwear’s designer, Tori Praver grew up in Hawaii and began her modeling career when she was discovered at 13. Her active lifestyle of yoga, surfing and traveling, has served as inspiration for her collection which makes women feel comfortable, confident and sexy.

Mara Hoffman, an alumnus from Parsons School of Design, has designed collections which feature hand-dyed fabrics and original silk prints. Her inspiration comes from nature, her world travels and her fantasies.

White Sands Australia is an edgy new contemporary swimwear and resortwear line by designer Leah Madden. The collection, while glamorous with an eye to fashion, also makes a nod to the carefree Australian lifestyle.

Vitamin A designer Amahilia Stevens, an Art Center College of Design alum, combines her California roots and her background in fine art with her global, jet setting perspective. Amahilia’s bikinis are a personal obsession.

V Del Sol’s creative director and co-founder Veronique de la Cruz feels that true beauty is a state of mind and it shines from the inside out. From the beaches of Guadeloupe where she designed her own bathing suits, as a little girl, her collection offers sexy, soft swimwear with silky support, making women feel and look great.

Mercedes-Benz Fashion Week Swim begins with a poolside show by Bohéme Boutiques and an  official kick-off party on July 15th, followed by four consecutive days of shows and presentations featuring L*Space by Monica Wise, this season’s Mercedes-Benz Presents designer, Tibi, Caffé Swimwear, Marysia Swim, Crystal Jin, ANK by Mirla Sabino, True Religion Swimwear, Red Carter, Aqua di Lara, Tori Praver Swimwear, Mara Hoffman, Ed Hardy Swimwear, White Sands Australia, Poko Pano, Xtra Life LYCRA®, Vitamin A, Cia.Marítima, Luli Fama and V Del Sol.

Mercedes-Benz Fashion Week Swim, presented at Miami Beach’s historic hotel The Raleigh, offers multiple venues, the Cabaña Grande, the Beachway and the Oasis, in addition to The Raleigh’s Penthouse event space. Over the course of five days, 12,000 journalists, buyers and VIPs will be in South Florida to experience the most elite swimwear event in the country.

Mercedes-Benz, the event’s title sponsor, is joined by American Express, DHL, LYCRA®, MAKE UP FOR EVER, The Raleigh, Conair, Bain de Soleil, Continental Airlines Inc., Peroni, Chambord, smartwater, Ocean Drive Magazine, Miami.com, California Apparel News Waterwear and Getty Images.

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“All of us here at IMG Fashion are proud to provide designers the best production and most effective opportunity to present their collections in this tough economic climate,” said Christina Neault, Senior Director of Fashion & Events. “Mercedes-Benz Fashion Week Swim prides itself on offering a global marketing opportunity along with first-class production capabilities, helping each designer maximize their exposure to the world’s leading swimwear press and buyers.”

“Mercedes-Benz Fashion Week Swim continues to distinguish itself as the premier swimwear and resort fashion,” said Lisa Holladay, Mercedes-Benz USA Brand Experience Marketing. “This season we look forward to an exciting show from our Mercedes-Benz Presents Designer L*Space by Monica Wise, hosting guests in our Star Lounge designed by Maurice Villency and the poolside debut of the new 2010 E 63 AMG, the newest edition to our own collection.”

From July 15-19, Mercedes-Benz Fashion Week Swim will host nearly 20 designer runway shows, almost half of which will be showing their collections in Miami for the very first time. In response to the demands of the fashion industry, this season will introduce various nontraditional opportunities for designers to present their collections both on and off the runways.

Mercedes-Benz Fashion Week Swim opens with an official kick-off party on July 15th, followed by four consecutive days of shows and presentations featuring collections from L*Space by Monica Wise, this season’s Mercedes-Benz Presents designer, Tibi, Caffé Swimwear, Marysia Swim, Crystal Jin, ANK by Mirla Sabino, True Religion Swimwear, Red Carter, Aqua di Lara, Tori Praver Swimwear, Mara Hoffman, Ed Hardy Swimwear, White Sands Australia, Poko Pano, Xtra Life Lycra®, Vitamin A, Cia.Marítima, Luli Fama and V Del Sol.

Mercedes-Benz Fashion Week Swim, presented at Miami Beach’s historic hotel The Raleigh, offers multiple venues, the Cabaña Grande, the Beachway and the Oasis, in addition to The Raleigh’s Penthouse event space. Over the course of five days, 12,000 journalists, buyers and VIPs will be in South Florida to experience the most elite swimwear event in the country.

Mercedes-Benz, the event’s title sponsor, is joined by American Express, DHL, LYCRA®, MAKE UP FOR EVER, The Raleigh, Conair, Bain de Soleil, Continental Airlines Inc., Peroni, Chambord, Ocean Drive Magazine, Miami.com, California Apparel News Waterwear and Getty Images.

Further details and announcements on this event will follow.

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“We are proud to welcome so many new designers to our roster this year,” said SVP of IMG Fashion, Fern Mallis. “In its fifth season, Mercedes-Benz Fashion Week Swim has become a strong and effective platform to showcase the finest swimwear collections and their talented designers from around the world. This season’s line-up continues to bring to the market the quality and ingenuity that people now expect from this show.”

Mercedes-Benz Fashion Week Swim kicks off with an official kickoff party on the 15th, followed by four consecutive days of shows by featuring collections from Tibi, Caffé Swimwear, Marysia Swim, True Religion Swim, Red Carter, Aqua di Lara, L*Space by Monica Wise, Ed Hardy Swimwear, White Sands Australia, Poko Pano, Xtra Life Lycra®, Cia.Marítima, Luli Fama and V Del Sol.

Mercedes-Benz Fashion Week Swim at Miami Beach’s historic hotel The Raleigh, will present three venues, the Cabaña Grande, the Beachway and the Oasis, accessed via an event lobby on Collins Avenue at 18th Street, adjacent to the hotel’s main entrance. Over the course of five days, 12,000 journalists, buyers and VIPs will be in South Florida to experience the most elite swimwear event in the country.

Mercedes-Benz, the event’s title sponsor, is joined by American Express, DHL, LYCRA®, MAKE UP FOR EVER, The Raleigh, Conair, Bain de Soleil, Continental Airlines Inc., Peroni, Chambord, Ocean Drive Magazine, Miami.com, California Apparel News Waterwear and Getty Images.

Further details and announcements on this event will follow.

Mercedes-Benz Fashion Week Swim 2010 Collections will be held July 15 to 19, 2009.  For more information, and for press and industry registration, please visit us online at www.mbfashionweek.com/miami.

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