MRO Magazine

Salon Allure Trade Show Evolves To Become “Hammock” With New Categories, Technology And Design

July 10, 2015 | By PRN NewsWire

MIAMI, July 10, 2015 /PRNewswire/ — More alluring than ever, Salon Allure has teamed up with retail visionary Babalu to create Hammock – an expansion of the Salon Allure trade show with more creative exhibition spaces, previous sell-out suites and brand-new events during Swim Week, July 18-20. LYCRA(R) XTRA LIFE(TM) Brand is again serving as presenting sponsor for Hammock. Recognized as Swim Week’s premiere luxury lifestyle show, the newly branded Hammock will take place at the W South Beach Hotel & Residence.

On Friday, July 17, Hammock will host a much-anticipated opening night party and runway show at the WET pool lounge. This show will feature a variety of luxury brands as well as the LYCRA(R) DESIGN Challenge, a design competition for brands in the Hammock show to design a unique swimsuit and/or cover-up using red fabric containing LYCRA(R) XTRA LIFE(TM) fiber. The garments will be revealed in the Hammock Fashion Show finale and judged for originality, creativity and fit by a panel of three industry judges. The winner will receive an all-expenses-paid fashion photo shoot with the look and the new Resort 2016 collection.

Drawing nearly 1,000 fashion-elite attendees each year, Salon Allure is renowned for showcasing designer swimwear brands in beautiful hotel suites rather than crowded spaces. Hammock now brings together the best of Salon Allure and Babalu to provide access to more designers and categories, more show-stopping technology, more space and more events; this year’s event is expanding into the hotel ballroom.

“As we continue to bring the finest of designs and experiences to South Beach and Swim Week, we are thrilled to deliver even more creativity, categories and couture to this spectacular summer celebration,” says Rick Fatzinger, co-founder of Hammock. “Hammock provides the perfect platform for exclusive designers and niche brands to meet with swim and resort buyers during Swim Week while reveling in the best of luxury swimwear and accessories. We can’t wait to celebrate with everyone on July 17.”

Hammock will also feature luxury swimwear accessories and resort-related beauty products as it enhances boutique space and activities at the W South Beach. About 80 swim, resort and accessory brands will highlight their 2016 designs in private studios and suites, providing an up-close look at the resort lifestyle experience.

Notable brands to be featured at Hammock include: Aila Blue, Alati Swim, Anna Sui Swimwear, Athena, Banajaan Collection, Basta Surf, Beauty and the Beach, Beach Bunny Swimwear, Blue Life, California Kisses, Condition Culture, Coola, Driftwood, Ella Moss, Ella Moss Girls, Etnia Barcelona, Frankie’s Bikinis, Hampton Sun, Honey Bee Swim, HAH, House of Au+ora, Hurley, Hurley Girls, INDAH Clothing, Indie Swim, Issa de Mar, Juicy Couture, Kai Lani Swim, Kaohs, Koru Swimwear, Leahray, LUXE by Lisa Vogel, LOVE HAUS Lingerie, Mandalynn Swimwear, Maxim Swim, MIKOH, Montce Swim, Nautica, NEXT, Oakley, One Teaspoon, Pacific & Driftwood, Posh Pua, Reef, Rove Swimwear, Salt Swimwear, Splendid, Splendid Girls, Stone Fox Swim, TAVIK, Thinking Mu and Veronika Pagan.

For the latest updates on Hammock events, designers, and other creative happenings, please visit or

More information on the LYCRA((R)) fibre brand can be found at www.connect.LYCRA.comand You can also find the LYCRA((R)) brand on social media by using @LYCRABrand.


With leading brands including LYCRA((R)), COOLMAX((R)), CORDURA((R)), STAINMASTER((R)) and ANTRON((R)), INVISTA is one of the world’s largest integrated producers of chemical intermediates, polymers and fibers. The company’s advantaged technologies for nylon, spandex and polyester are used to produce clothing, carpet, cars and countless other everyday products. Headquartered in the United States, INVISTA operates in more than 20 countries and has 10,000 employees. For more information, visit, and

LYCRA((R)) and LYCRA((R)) MOVES YOU(TM) are trademarks of INVISTA.

About Babalu:

Since 2010, Greg Melvin and Paolo Ambu — co-founders of Babalu — have entertained their cosmopolitan clientele with a world-class shopping experience in South Florida. Babalu boutiques in South Beach and Palm Beach offer a well-curated selection of the very best in design, fashion, fragrance, art antechnology. Originally conceived as a one-stop shop for luxury and convenience, Babalu today offers signature 5-star Concierge Services including one-on-one attention from a team of sales experts, deluxe gift-wrapping, plus an extensive Perfume and Beauty Bar. For more information, please visit or visit Babalu Miami locations at 1111 Lincoln Road and at the Raleigh Hotel at 1775 Collins Avenue, or Babalu Palm Beach on Worth Avenue, at 21 Via Mizner.

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Photo: Allure Events

CONTACT: Creative Spark Consulting, Linda Hamburger,, (561) 372-9691


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