Fashion Beyond Summer: 30 beachwear labels arrive in Miami

In July, the fashion world’s eyes will be on Miami, in the United States, where the main international beachwear launch events will take place. And Brazil is arriving in the city represented by 30 of the best national brands. At this edition, Brazilian companies are taking part in the traditional Mercedes-Benz Fashion Week Miami (July 17 to 21), Cabana Show (July 19 and 21), and Miami SwimShow & Lingerie Show (July 19 to 22) events, in addition to an event at the popular Soho Beach House, on July 18. Brazilian participation has been organized through a partnership between Apex-Brasil (Brazilian Trade and Investment Promotion Agency), ABEST (Brazilian Association of Fashion Designers) and Abit (Brazilian Textile and Apparel Industry Association, through its Texbrasil Internationalization Program).

Under the theme of Fashion Beyond Summer, the event at the Soho Beach House will gather opinion makers, buyers and the local press. The goal is to show that Brazilian fashion goes beyond expectations and is inspired by art, music and cuisine, representing the plural culture of a continental country. At this time, the Brasil Beyond brand will be launched in the fashion segment.

Brasil Beyond guides all of Apex-Brasil’s promotional and investment raising initiatives. The brand communicates a country beyond the stereotypes, expectations and values that the world already knows. The Fashion Beyond Summer concept is aimed at showing Brazilian fashion beyond the beauty and the stunning beaches. It is fashion with an innovative cut and a creative finish that uses sophisticated materials and high-tech production.

“We are using the Brasil Beyond brand during the World Cup and now we are bringing it to the SwimShow. Our fashion industry has innovative and creative characteristics that match up perfectly with this new business concept that Apex-Brasil is bringing to the international events,” says Mauricio Borges, President of Apex-Brasil.
In addition to the fashion designer that will attend, the program includes names from Brazilian culture, with a performance by artist Ricardo Castro and a show by the Saulo Duarte e a Unidade band. The former is considered to be one of the foremost artists of today and will create a mural along with guests. The band will present a mix of influences that are a trademark of its songs: from the romanticism of Roberto Carlos to the powerful swing of Jorge Ben’s guitar.

The cocktail will also mark the opening of the Brazilian beachwear pop-up store, open for three days at the hotel, from July 18 to 20, carrying 16 labels. Taking part in brand sales are: 2Rios Lingerie, Adriana Degreas, ANK Swimwear, Blue Man, Brigitte by Fernanda Maia, Cecilia Prado Mare, Desiree Nercessian, Despi, Guria Beachwear, Lemons & Limes, Lenny Niemeyer, Lisa Riedt, Loer Beachwear, Sauipe Swimwear, Sinesia Karol and Sol & Energia.

For the President of Abit, Rafael Cervone, Miami is the place where beachwear meets in July, and Brazil is a natural in playing a leading role in this area. “There is nothing more natural than seizing the moment to present the Brasil Beyond brand to the buyers, journalists and opinion makers from around the world that are in the city at this time, showing the best of Brazilian fashion’s identity,” he says.

“The participation of ABEST and its member brands in the launch of the Fashion Beyond Summer concept reinforces the Association’s mission, bringing the DNA of Brazilian fashion to the world for ten years through strategic actions such as events, fashion shows and trade shows. This group, backed by the partnership with ABIT and Apex-Brasil, will further grow our operations in the international market,” states Roberto Davidowicz, President of ABEST.