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Salon Allure Changes Name to "Hammock," Partners With Babalú For Enhanced Swim Week Experience

Photo: Hammock Show
Photo: Hammock Show

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IMG's hiatus during Swim Week this year isn't the only thing that's going to be different. Salon Allure, one of the three big trade shows that takes place during the swimwear-focused week, has teamed up with one of Miami's best retail stores, Babalú, to create Hammock, a reworked and expanded version trade show that's going to offer industry pros and press a more creative experience while scoping out next year's hottest sun-ready lines from over 80 different brands.

Similar to Salon Allure, Hammock will be featuring designers inside the W South Beach's suites, rather than a crowded space (this is the trade show's signature element). What's different this year is that they'll be taking over a ballroom as well, as Hammock has expanded to include new categories this year such as accessories (hats, jewelry, sunglasses), footwear, beach-ready beauty products, and a broader roster of men's and children's swimwear. Brands participating include Anna Sui Swimwear, Basta Surf, Ella Moss, Mikoh, Pacific and Driftwood, Stone Fox Swim, Nautica, and so, so many more.

If you're familiar with Babalú, you know that a creative retail experience is this store's lifeline. Earlier this month it launched the Perfume Genie, a digital and interactive fragrance finder in its Lincoln Road marketplace. It's participation in Hammock is going to bring the whole beach and swimwear buying process (for industry pros only) to an entirely different, cooler level.

The event runs from July 18th through the 20th, but kicks off with an opening night party and runway show at the Wet Pool Lounge on Friday, July 17th. The show will feature a variety of luxury brands as well as the Lycra Design Challenge, which calls on brands to create a unique swimsuit and/or coverup using red fabric containing the Lycra Xtra Life fiber. The winner receives an all-expenses-paid photo shot for its new Resort 2016 collection.

W South Beach

2201 Collins Ave, Miami Beach, FL 33139