AIG companies Hekka and Uplive launch swimwear collection, their second fashion collaboration, following a highly successful tie-up during New York Fashion Week.
MIAMI, June 30th, 2022, Hekka and Uplive are getting ready to make a big splash this July 14-17, 2022, in Miami South Beach over Miami Swim Week 2022. Over four days, Hekka will join more than 200 leading brands to showcase new designs and debut 2023 collections during the world’s largest swimwear and beach fashion event. This year’s event will celebrate the return of travel and vacation breaks, moving forward from the covid-19 era, as designers from over 70 countries attend the show. Meanwhile, pioneering technologies will be blended with fashion including a virtual swimwear Metaverse. Over 20,000 industry stakeholders including retail platforms, media, designers, bloggers and celebrities will descend on iconic locations such as Miami South Beach attending a week full of runway shows, VIP parties, and exclusive events. Miami Swim Week is expected to reach more than 1.6 billion impressions across social channels.
On heel of Hekka’s stellar debut at New York Fashion Week earlier this year, Hekka will launch at Miami Swim Week 2022 "Style de Vie", a 30-piece capsule collection of swimwear for the first time. Alongside its partner brand, Uplive, the leading global live video platform launched by Asia Innovations Group (AIG), they will extend Hekka’s designs and Uplive’s social platform to new audiences, as Miami Swim Week becomes the focal point of the fashion world.
It marks the second time Hekka and Uplive have collaborated this year following the success of NYFW 2022. Utilising Hekka’s unique “real time fashion” platform and Uplive's global reach, the brand expects to greatly increase awareness and user take up. It is projected that at least 2 million media impressions for Hekka and Uplive will be generated, creating quality publicity that will continue to grow the innovative cooperation between the sister companies. The innovation in cooperation illustrates their parent group, AIG’s mission “to enrich people's lives worldwide through innovative and enjoyable live social products, which foster meaningful human connection”.
For Hekka, the inclusiveness to celebrate style for every woman, is core to the collection, whilst continuing to showcase some of the hottest looks across affordable designer swimwear. The "Style de Vie" range is a 30-piece lifestyle capsule collection of swimwear, apparel and accessories handpicked and inspired by modern trends, where 'be comfortable with your own style' is the goal and inspires owners every time they wear a piece from the collection. Included in the collection will be a range of the most popular selling bikinis and one pieces, as well as patterned and two-tone styles that will meet the runway for the very first time.
“The collection we are bringing to Miami Swim Week this year is just a snapshot of what Hekka have to offer. We want to enable all our customers to be their true self and unleash an inner confidence inside of them” said Laure-Cecile Lafond-Fenonjoie, CMO of Hekka. “Our choice of clothing can activate a sense of amazingness within us, and through our ranges of swimwear and resort wear, we want everyone to bask in the distinct energy that fashion can provide.”