Europe has Cruise Week. America has Swim Week. It’s gone through a few incarnations, but Paraiso Miami Swim Week is fully baked, drawing in over 30,000 visitors with an economic impact of around $75 million for the city of Miami Beach. It’s the go-to destination for American swimwear and beachwear fashion and trends. According to co-founder and creative director Natalija Dedic Stojanovic, partnership interest from corporate companies has increased over the years, taking the experience to new creative levels. “When Paraiso Miami Swim Week first started, fashion looked more like collective presentations highlighting showrooms and brands they carry,” she said. “As the industry was expanding and brands grew stronger, we started seeing more individual and exclusive runways.”

While many brands look to New York Fashion Week as their launchpad, fashion companies from the South and Latin America have found Paraiso Miami Swim Week as their premiere entry point to the US market. Miami is a melting pot, home to the most vibrant and diverse cultures that Florida has to offer. “Fashion shows and presentations of collections inspired by different cultures and religions allow participants to learn from another,” Stojanovic said. It’s the perfect landscape for brands to not only market to potential customer but also to find acceptance and succeed. Not to mention Miami’s proximity to South America—accessibility and convenience is always a plus.

This season, the program celebrated its 20th anniversary with no shortage of exciting experiences like the Summer Fashion Summit. The exclusive conference was dedicated to exploring the latest trends and ideas shaping the swimwear market, sustainability, marketing, and manufacturing. Also, a collaboration with Sharpie® produced art-inspired apparel with the new Sharpie Creative Markers that feature paint-like, no-bleed ink. Special events were hosted in outside venues as well, from pristine beaches to chic poolside retreats and upscale restaurants.

Paraiso and Istituto Marangoni Miami partnered for the swim-upcycle challenge to bring five finalists to swim week’s main stage and raise awareness on fashion sustainability. “Seeing the final pieces come to life on the runway is truly a thrill for us at Paraiso,” said Stojanovi. “By partnering with Istituto Marangoni Miami on the swim up-cycle challenge this year, Paraiso is encouraging young designers to focus on sustainable design that doesn’t sacrifice style or luxury.” Here are just a few brands that made waves this season.

Oh Polly

Following its recent rebrand, the global fashion powerhouse’s highly anticipated show showcased 19 looks from two collections. The first, a collection of vivid mix-and-match bikini sets rendered in color-pop hues, from raspberry pink to pear green and ocean blue, echoing the appearance of tropical landscapes, and elevated with custom-developed hardware, including statement O-rings and shell charms. The second collection was crafted with all-new, high-shine satin fabric in light pastel hues, inspired by the serenity and calm of cotton candy skies at sunrise. Coordinating cover-ups, a cut-out ruched skirt and two maxi dresses offered a complete vacation wardrobe.

The brand delivered all the sought-after swim silhouettes with elevated twists. Cut-out elements, custom detailing, and premium fabrications, including high-shine lycra and swim satin. Shapes range from the classic triangle and bandeau to sweetheart and scoop-neck. Consider your suitcase packed and your vacation styled.

Cupshe

Cupshe’s third annual “Naturally You” runway show was a key moment during Miami Swim Week. Headliners like Sports Illustrated models Brooks Naders, Christen Harper, Katie Austin, Cindy Prado, and Joy Carrigan stormed the runway in 60 looks spanning swimwear, cover-ups, dresses, and shorts. Body-positive model Iskra Lawrence, bionic model Marsha Elle, and breast cancer survivor and former Victoria’s Secret model Christine Handy also headlined. “Miami Swim Week 2024 was an incredible success for Cupshe, perfectly showcasing our mission to inspire confidence and celebrate natural beauty in everyone,” says Jessie Han, Senior Marketing Director at Cupshe. “It was a testament to our commitment to inclusivity and body positivity, with our ambassadors embodying the relatable, authentic confidence we strive to instill in all our customers.”

Three nature-inspired collections were shown: the Miami Swim Week Capsule Collection, Recycled Swimwear Collection, and The Bachelorette’s JoJo Fletcher’s Soul Space Collection. Fletcher’s took center stage featuring elegant silhouettes, vibrant colors, and eye-catching prints. The earth-tone color palette takes inspiration from Fletcher’s love of nature, where she feels the most at peace.

Sinesia Karol

It’s all about body positivity on the Sinesia Karol runway. From curvy and slender to tall and petite, all shapes are fully represented. The beauty of the designs lies not only in their physical beauty but also in the stories they tell within the beauty and strength they exude. They appreciate the beauty in differences that goes beyond the superficial.

The Resort 2025 collection maintains the brand’s floral DNA while imposing bold structures and textures that up the ante. Floor-length dresses and skirts, coordinating asymmetric skirts and crop tops, and swimwear with nature-inspired accents all offer the chicest poolside options. To go a step further, the woman-run brand is committed to Brazilian partnerships, enabling jobs for approximately 50 employees. Founder and designer Sinesia Karol hand selects three local Brazilian artists for each collection. Textiles, labor, and development are 100% Brazilian, a point of purpose and pride for the team.

Chloé Rose

Futuristic space girl meets beach goddess in Chloé Rose’s latest collection. On the runway, each model sported silver metallic moon boots to transport you to a different galaxy. Metallic fabrics, geometric cutouts and modern shapes took a celestial twist with some models sporting playful space-age accessories like an astronaut helmet. “Once we entered into 2024, it seemed like every other day there was mention in the news of Congressional UFO hearings, viral social media reports of tall alien sightings paired with plans for the US moon lander Odysseus and NASA’s Artemis missions,” said founder and designer Chloé Rose. “If there was ever a time to do a cosmic-space inspired collection, it was now. The stars were aligned.”

Classic triangle shapes, cheeky one-pieces—there’s a suit for every mood. “You know when you’re packing for an exciting vacation and you’re planning all your fun outfits?” Rose asked. “That’s how I go into starting a new collection, and it always gets me so excited thinking about how my core customer will be wearing the pieces in 6 months to a year.” Thanks to Chloé Rose’s galactic designs, your beachside aesthetic has lifted off.