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Swim Week Is More Than Just Bikinis On South Beach

MIAMI BEACH (CBS4) – Mercedes Benz Fashion Week: Swim has taken over South Beach, but it is much more than beautiful women showing off sizzling swimwear.

The largest swim show is big business on Miami Beach bringing together designers, make-up artists and jewelers to put on glamorous shows.

It is celebrating its 30th anniversary at the Miami Beach Convention Center.

The swim show, presenting by the Swimwear Association of Florida is the premier source for buyers.

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

"This is the opening show of the season. You'll be able to see all of the trends that you will, in the next couple of months, be able to buy in the store," said Judy Stein, the Executive Director of Swim Shows.

Gottex is one of the oldest and most established lines showing at the event this weekend.

"We want the buyers to see everything and we put on a beautiful runway show with models and music so that they can get a complete overview of the collection," according to Lisa Sassoon, the company's president.

Miami jewelry designer Daniela Swaebe signed on with Gottex to help add to the show.

'The jewelry is a component of the look, of the Gottex brand that we're hoping to collaborate with each other and promote throughout all of the beach scenes in the world."

Technology plays a role as well, some of the suits are incorporating solar tan-through technology to get rid of tan lines.

On top of the fashion and jewelry, make-up artists are using "Smashbox" waterproof make-up to show that you can look great even when soaking wet or outside in Florida's humidity.

"Here's the deal, it's what you need if you want waterproof, long-wearing, waterproof eye shadows, waterproof pencils, foundation that is going to be humidity and sweat resistant," said Lori Taylor Davis, a make-up artist.

The swim shows go through Tuesday, July 23..

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