NATALIJA DEDIC STOJANOVIC | MIAMI BEACH | 04.02.25

One thing is certain, this year Miami Swim Week is shaping up to be more dynamic than ever. There’s an energy already humming through the industry, the editors, the buyers, the designers, all bracing for what’s to come. They know the drill, packed schedules, outfit changes in the back seats of SUVs, voices hoarse from back-to-back conversations. (Seriously, where does the stamina come from?) It’s a marathon, but that’s exactly what makes it exhilarating.

I can already picture the meticulous artistry behind each collection, the reinvention, the audacity to push boundaries. Years ago, I spoke with an industry veteran who claimed fashion shows were losing relevance. Yet today, the runway still stands as a powerful stage for brand storytelling. Few things distill identity, vision, and craftsmanship into a single moment like a well-executed show. It captivates and leaves a lasting impact long after the final look.

In an age of instant content, runway shows remain rare cultural touch-points. They define seasons, set trends, and cement a brand’s place in the broader conversation. Watching Laura and Gillian orchestrate two breathtaking For Love & Lemons runways under the PARAISO tent before securing their Victoria’s Secret investment? That was a moment. Witnessing Eloise celebrate Honey Birdette’s $333 million acquisition with a bold runway in 2021? Another moment. I think back to Agua Bendita’s rise, Cata, and my team hanging cascading florals at The Setai, racing against the clock before the first guests arrived. All precious memories.

Even in the most unexpected places, the impact of Swim Week is felt. During a conversation with Jack Whigham, best known for shaping Johnny Depp’s career, and his team at Range Media, we discussed how Swim Week is more than just a fashion event, it’s a cultural movement. It’s not something you simply observe; it envelops you, drawing you into a world where fashion isn’t just seen, but experienced as a lifestyle.

And now, as I sit here writing this, I feel the same gratitude I feel every year as the event gets closer. Grateful for this industry, for the community that keeps pushing boundaries, for the work friends who champion new ideas without hesitation. I can already see the room filled with legacy swimwear icons, designers, editors, and the next wave of digital storytellers, all mingling, capturing moments, soaking in the history of this industry we’ve built together. It’s surreal to be here, at this crossroads of past, present, and future. This platform is bold, elegant, and unapologetically joyful, and you can’t help but love it.

With our eyes always on the future, I’m grateful to share that PARAISO and its parent company, FUNKSHION, have won in federal court, affirming our grandfather rights to the Miami Swim Week trademark. The Board order is public and it’s available online. This victory isn’t just ours, it’s a win for the entire industry, honoring its legacy while paving the way for an exciting future. FashionUnited

FOUNDER’S TAKE NO.6

TRENDTALK | PRIMARY SPLASH