7th on Sixth of IMG and Miami's Visitors Bureau (GMCVB) have announced details of a swimwear fashion event to take place July 16 to 20, 2005. The series of fashion shows, titled Sunglass Hut Swim Shows Miami presented by Lycra, will bring principals in the swimwear, fashion and lifestyle industries to Miami and will be the newest addition to IMG's high profile fashion events.

When the GMCVB originally approached IMG and 7th on Sixth about bringing a high profile fashion event to Miami, Fern Mallis of IMG immediately saw the potential for a swimwear fashion week, along the lines of Olympus Fashion week in New York and Mercedes-Benz Fashion Week in Los Angeles. "With more and more designers creating or licensing swimwear lines there is a definite need within the international fashion industry for organized runway shows," she says, "upscale swimwear is heating up and we are thrilled at the opportunity to create a new event in the greatest possible location: Miami."

Bill Talbert of GMCVB, said, "The beach and resort lifestyle is what Miami is known for, and with so many players in the fashion industry choosing to work and play here, a swimwear event of this scale is the logical next step. An event of this magnitude, produced by the most respected name in the industry, aligns perfectly with our brand strategy for the destination."

With title sponsor Sunglass Hut and presenting sponsor Lycra, the shows address the escalating interest in swimwear over recent seasons from both buyers and media, and provides a new platform for today's top fashion houses to showcase their lines in a city poised to become the epicenter of the swimwear industry. In the style of the Bryant Park tents, individual designers, who will be announced in 2005, will showcase their collections through full-scale runway shows throughout the week.

7th on Sixth is a platform for American designers to become players in the global fashion business.

GMCVB attracts visitors to Greater Miami and the Beaches for leisure, business, and conventions.