New Swim Trade Show to Debut in Miami

Salon Allure—a new boutique swim, fabric and resort trade show—will debut July 17–20 at the W South Beach hotel in Miami Beach, Fla. The show, which is being produced by Latitude 25, a Miami-based event-production company, will feature brands such as Diesel, Red Carter, Jessica Simpson, Tori Praver, Marysia Swimwear and Koral.

The new show will debut at a time when the swim industry descends upon Miami.

Mercedes-Benz Fashion Week Swim will be held in Miami July 15–19 at the Raleigh Hotel. The Swimwear Association of Florida’s SwimShow 2011 will be at the Miami Beach Convention Center July 17–20.

Targeting high-end swimwear brands, Salon Allure seeks to change the Miami swim landscape. “We’re different from SwimShow, but we are not a replacement; we’re not for everyone. There is room for something different, and we’re bringing something new—a different kind of platform—to the table,” said Rick Fatzinger, Salon Allure’s founder.

Fatzinger said the concept for Salon Allure has been in the works for some time. “I had worked with several high-end designers for a number of years from a fashion-show perspective, and some mentioned that they would like to communicate with their buyers in a new way,” he said. “They were ready for a new platform that is more intimate and didn’t require they spend a tremendous amount of money.”—Erin Barajas