Salon Allure has teamed up with retail visionary Babalu to create Hammock, an expansion of the Salon Allure trade show. This will have more creative exhibition spaces, previously sell-out suites and brand-new events during Swim Week to be held from July 18-20. Lycra Xtra Life Brand is again serving as presenting sponsor for Hammock. Recognized as Swim Week's premiere luxury lifestyle show, the newly branded Hammock will take place at the W South Beach Hotel & Residence in Miami, Florida.
On July 17,2015, Hammock will host an opening night party and runway show at the WET pool lounge. This show will feature a variety of luxury brands as well as the Lycra Design Challenge, a design competition for brands in the Hammock show to design a unique swimsuit and/or cover-up using red fabric containing Lycra Xtra Life fiber. The garments will be revealed in the Hammock Fashion Show finale and judged for originality, creativity and fit by a panel of three judges. The winner will receive an all-expenses-paid fashion photo shoot with the look and the new Resort 2016 collection.
Attracting around 1,000 fashion-elite attendees each year, Salon Allure is renowned for showcasing designer swimwear brands in hotel suites. Hammock now brings together the best of Salon Allure and Babalu to provide access to more designers and categories, new technology and more events with this year's event expanding into the hotel ballroom.
Hammock will also feature luxury swimwear accessories and resort-related beauty products as it enhances boutique space and activities at the W South Beach. About 80 swim, resort and accessory brands will highlight their 2016 designs in private studios and suites, providing an up-close look at the resort lifestyle experience.
Notable brands to be featured at Hammock include: Aila Blue, Alati Swim, Anna Sui Swimwear, Athena, Banajaan Collection, Basta Surf, Beauty and the Beach, Beach Bunny Swimwear, Blue Life, California Kisses, Condition Culture, Coola, Driftwood, Ella Moss, Ella Moss Girls, among others Hammockshow.com
