- selected fashion news for mobile phones

spring/summer 2011

presented at the
Mercedes Benz Fashion Week Swim Miami 2010
(15 - 19 July 2010)

fashion by Trina Turk, Ed Hardy, True Religion, Swimwear Anywhere, Mara Hoffman

Trends for swim & spa

In July 2010, it's the sixth season that The Raleigh hotel in Miami Beach, South Florida hosts the annual swimwear shows. Beneath the hotel's 'Cabana Grande' and the 'Oasis', some of the labels - like 'Swimwear Anywhere' (photo below), are using the walking channel of the extraordinary swimming pool as catwalk.

Since 2007, Mercedes Benz is the main sponsor of the Fashion Week Swim Miami, which happens regularly in July each year. In the meanwhile, the annual Fashion Week Swim gains international attention and some onliners write that Miami is the most important place where the trends for new beach- and swimwear are presented.

In 2010, the Fashion Week Miami happens from 15 to 19 July. From one year to the next, it seems as if the growing chicness of the shows even attracts more interest.

That’s the reason why Fashionoffice has installed on 16 July the Twitter realtime results widget for the keywords 'Fashion Week Swim Miami' on the magazine’s cover. This simplifies the search on activities around the swimwear shows - at least from one source: Twitter users!

On the second day after the opening, most of the tweets have led to the show of US designer Trina Turk. The US designer has opened on 15 July 2010 the fashion week. On 16 July, Twitter realtime results are leading to reports from the 'South Beach' (in Miami) about the 'West Coast' (Los Angeles) glam design by Trina Turk: Hollywood, Acapulco are keywords for her collection which was presented with bright hats on the catwalk. One of the tweets brings you to the article on StyleList with information about Trina Turk's inspiration, who was there, the editor's thoughts, etc.

Video: Trina Turk swim and spa SS2011 at the Cabana Grande of The Raleigh hotel on 15 July during the Mercedes Benz Fashion Week Swim Miami 2010. Soon after the show, the video was posted on YouTube. The music sounds like from a 60ies French movie.

The users' next heavily betweeted presentation was Ed Hardy from 16 July 2010, held in the Cabana Grande of The Raleigh. The US label Ed Hardy is known for tattoo inspired prints; the label's name is a homage to the West Coast (California) based tattoo collector Don Ed Hardy. The SS2011 collection is more flowerish and lighter in colors (mixed with neon and transparencies) and form (delicate flowers on geometrics or animal prints) than the year before; a refreshing appeal. The 'roaring tiger' - the symbol stands for power and is even used to protect from evil, is beneath the flowers (beauty, innocence) the collection's second classical tattoo print which catches the eyes; catwalk video Ed Hardy.

fig. original: True Religion swimwear SS2011 on 17 July during the Mercedes Benz Fashion Week Swim Miami 2010 at the Cabana Grande of The Raleigh in Miami Beach, Florida. Photo by Frazer Harrison/Getty Images for Mercedes-Benz. (C) 2010 Getty Images.

On the next days, Twitter users had delivered short messages and links to articles, videos or slideshows about the latest shows like from the California based jeans label True Religion or the North American company Swimwear Anywhere (photo: 'Swimwear Anywhere' SS2011 on 17 July during the Mercedes Benz Fashion Week Swim Miami 2010 at the Pool Deck of The Raleigh in Miami Beach, Florida. Photo by Frazer Harrison/Getty Images for Mercedes-Benz. (C) 2010 Getty Images.).

On 17 July, East Coast (New York) based Mara Hoffman presented her new swim SS2011 collection. The creations of the designer, who has studied at Parsons School of Design NY and Central Saint Martins College of Art and Design London, could have been inspired by the traditional cultures of indigenous people from South America. Even the styling (feathers) and make up (white dots on the models faces) give the impression that the designer stages a tribal ritual from the Amazon or a shamanistic ceremony onto the catwalk in Miami. "This season, Hoffman's muse goes on a mystical journey through the jungle," writes the YouTube user who has posted the catwalk video Mara Hoffman SS2011 swim collection.

Source: Original article with images and video on


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