MIAMI BEACH (CBSMiami) – Mercedes Benz Fashion Week: Swim has taken over South Beach, but it is much more than beautiful women showing off sizzling swimwear.

For thousands of models, designers, and industry insiders, July means Miami Swim Week, the exciting start to the swimwear industry’s busy season and a look at the trends to come.

“This is where the business of swim take place. This is where vendors and buyers come in and choose what their going to a carry in their stores,” said Judy Stein, president of The Swimwear Association of Florida.

One of the biggest draws is Mercedes-Benz Fashion Week Swim runway show; now in its 10th year, held at the Raleigh Hotel.

“I think its just the most important event for all of us to show off our styles and the buyers, can see what works,” designer Red Carter said.

The cosmetic line Vincent Longo is partnering with the shows  to create the perfect faces for swim.

“The Miami heat is no joke. You just have to embrace the dew.”

The other major industry event is the Swimwear Association of Florida’s SwimShow at the Miami Beach Convention Center.

This year’s show features an additional 500,000 square feet to incorporate a wider variety of collections. The show is the premier source for buyers.

The swimwear line Poko Pano is the official kickoff show for Friday night’s opener . Designer Paola Robba says these shows mean everything.

“I come every year. This is the way my brand is gets out to a international audience,” she says.

More than 2500 brands from 60 countries set up their booths for Saturday’s opener.

The SwimShow runs from July 19th-22nd.

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