Miami Swim Week 2022 returned to Miami Beach from July 14-21. The Hammock show is where today’s established and new brands in resort, swim and accessories have the opportunity to meet with global buyers. We had the chance to talk with a few brands in attendance.
Started in 2016 by Elyce Arons and Kate Spade, Frances Valentine began as elevated brightly colored footwear. The company has since evolved to include handbags and resort wear. Critical pieces of the apparel include tunics and caftans.
Normal Culture x Jelaminah, founded in 2016, started its brand with simple hats and t-shirts. In 2020, the company transitioned to expand into ready-to-wear and swimwear. The company is LA based and is a minority-based company. “I feel like it’s my moral duty as a black woman to give as many opportunities to other black women and people of color because I used to be a model for so many years, and I saw how the trend is or how the industry responds to us,” owner Jelaminah explained. “I wanted to make sure when I was in a position of power that I gave as many opportunities to people that never got them,” Jelaminah explained. The brand strives to support women and encourage individuals to express their most creative selves.
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The nickname of founder Victoria Cirigliano, Vicson has been in production for the past ten years. The brand started back in Argentina and recently launched in the United States three years ago. A contemporary shoe brand designed for everyone, the brand aims to be with you every step of the way. “I always like to design for functionality because I think that’s important, so I keep in mind the shape and the leathers; they’re always super flexible,” Cirigliano elaborated. “Fashion doesn’t have to hurt.” The brand aims to make fashion feel comfortable to the wearer.
Founded in 2019, Power 2 the Flower Swim and Lounge is an LA-based retro-inspired swimsuit brand featuring brightly colored floral suits. Women and minority-owned; the company gives 10% of its profits to nonprofit organizations that benefit women. Last year and this year, the brand donated proceeds to Planned Parenthood. All styles retail under 100 dollars.
