Reinventing itself as a boutique trade show, the former showroom La Plage Miami is a making a splash during Miami Fashion Week with 22 French brands that have been curated by the founder of My Fashion Agent, Marc Merklen and his team.
Opening its doors form July 15-18, 2002, which happens to be the octave of the swimwear shows slated on July 14-21, 2022, La Plage Miami is capitalizing on the 5,000 visitors from different countries who attend the annual swim event.
The trade week held in Miami Beach remains the target destination for buyers of cruisewear, swimwear, beachwear, accessories and ready-to-wear summer collections.
My Fashion Agent founder Marc Merklen has been working with the French government’s “Choose France” this season to expand the presence of French swim and resort wear brands globally. Merklen is expanding on the success of the La Plage Showroom and created a boutique tradeshow hosted at the Boulan South Beach.
The La Plage Tradeshow will take place in multiple Penthouses of the Boulan South Beach Hotel. The venue was selected for its minimalist and refined scenography and proximity to all of the Miami Swim Week trade activity.
Merklen decided to expand the showroom concept to a boutique tradeshow experience after receiving feedback from buyers that his suites gave them a respite from the traditional booth experience. Merklen is the authorized operator of France Relance Export and has developed a reputation for building European brands.
Merklen said, “I am excited to watch La Plage grow into a boutique tradeshow focusing on a well curated selection of brands”.
Since 2021, La Plage Miami is labeled France Relance Export, which allows French brands wishing to expand internationally to obtain grants “Cheque Relance Export.” It is a concrete financial support for brands to conquer the international swimwear market and promote French trade.
The featured brands during this edition :