Salon Allure has teamed up with retail visionary Babalu to create Hammock – an expansion of the Salon Allure trade show with more creative exhibition spaces, previous sell-out suites and brand-new events during Swim Week, 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.

Drawing nearly 1,000 fashion-elite attendees each year, Salon Allure is renowned for showcasing designer swimwear brands in beautiful hotel suites rather than crowded spaces. Hammock now brings together the best of Salon Allure and Babalu to provide access to more designers and categories, more show-stopping technology, more space and more events; this year’s event is expanding into the hotel ballroom.

Beach Bunny Swimwear Mosnar Communications

Salon Allure Hammock

On Friday, July 17, Hammock will host a much-anticipated 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 industry judges. The winner will receive an all-expenses-paid fashion photo shoot with the look and the new Resort 2016 collection.

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.

Aila Blue Mosnar Communications

photo credit Aila Blue

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, Etnia Barcelona, Frankie’s Bikinis, Hampton Sun, Honey Bee Swim, HAH, House of Au+ora, Hurley, Hurley Girls, INDAH Clothing, Indie Swim, Issa de Mar, Juicy Couture, Kai Lani Swim, Kaohs, Koru Swimwear, Leahray, LUXE by Lisa Vogel, LOVE HAUS Lingerie, Mandalynn Swimwear, Maxim Swim, MIKOH, Montce Swim, Nautica, NEXT, Oakley, One Teaspoon, Pacific & Driftwood, Posh Pua, Reef, Rove Swimwear, Salt Swimwear, Splendid, Splendid Girls, Stone Fox Swim, TAVIK, Thinking Mu and Veronika Pagan.

For the latest updates on Hammock events, designers, and other creative happenings, please visit

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