She Made Me PR and Marketing Director, Julia Chalmers, takes us on a whirlwind journey to Miami, FL for Miami Swim Week.
Thursday, July 12:
After a night of packing our Resort 19 collection and turning my suitcase into a game of tetris, I woke early on Thursday morning and waited for SMM Director Chloé Dunlop to pick me up. We were en-route to the airport; it was time for us to catch our flight to Miami Swim Week to present She Made Me's Resort 19 collection to buyers and press.
Equiped with an abundance of completely necessary plane snacks (i.e. dried mango, dark chocolate covered goji berries, popcorn and delicious cheesy spelt crackers), we settled in for the long-haul journey to Florida.
Fast forward a pretty smooth (we hit thunderstorms during our descent, which I personally loved) 30 hours in transit and we finally landed in Miami.
Thursday, the same day we left Australia:
After checking in a block from the action of Swim Week, Chloé and I unpacked and walked down to the beach for a much needed swim to wash away the past 30 hours of recycled air. We then meandered to Diez y Seis at The Shoreclub for a cheeky margarita and dinner.
After dinner, and taking several strong Melatonin tablets, it was time for sleep.
Chloé and me, out the front of Mandolin Aegean Bistro.
After a (thankfully) restful night, we grabbed an Americano coffee, a bagel and headed over to our Cabana tent to set up our booth. While merchandising the collection, we met with our sales team from Rainbow Wave. Once the booth was set up and looking beautiful, Chloé talked the sales team through the collection and we all discussed our seasonal sales strategy. After making the rounds at Cabana and saying hello to friends from other labels, we had another quick dip in the ocean and planned our evening.
Our friends at Mrs Mandolin were holding a launch party, so we booked a reservation at renowned Mandolin Aegean Bistro for dinner before moseying over to the party. If ever you find yourself in Miami, the Mandolin is a must.
After eating our weight in barbecued octopus, fried saganaki and drinking rosé sangria, it was time to catch up with our friends at Mrs Mandolin and finally make our way back to the hotel for much needed sleep.
Saturday, the first day of Cabana:
Miami Swim Week. It's exactly what you imagine and more. To give you an idea, there are four huge tents, three of which are for Cabana, (the other is where the runway shows are held) full of swim and resort wear, models, buyers, fashion editors and sales teams. And it's hot. Thankfully our tent was air conditioned to the point where it felt like Siberia inside.
After another strong Americano and bagel with avocado, it was time for Chloé and our sales team to get stuck into our R19 sales campaign, and for me to chase up the editors who had confirmed they would drop by our booth to view the collection.
My first visit was from Anny and Amanda at VOGUE.
I asked Anny which pieces she loved from the collection and where should would wear them:
And of course I had to ask what her Miami drink of choice is:
After a successful first day of appointments with both buyers and press, we freshened up with a dip in the ocean followed by dinner with our sales team and the bubbly Belma from Koibird in London. We ate by candlelight in the beautiful courtyard at Casa Tua before retiring for the night to take on day 2.
Sunday, day 2 of Cabana:
We rose with the sun on Sunday. After a rejuvenating early morning dip in the ocean, where we questioned the differences between Manatees and Dugongs with the input of a friendly random swimmer, we made our way back to our hotel to meet with Eeva from Eveliina Vintage. Eeva bought two huge bags full of the most beautiful vintage clothing for us to shop through, while explaining the background of each piece we pulled out. An hour (and several hundred dollars later), we bid Eeva adieu to begin day 2 of Cabana.
The day began with walking Olivia Culpo through the collection followed by several big appointments with our leading retailers. I took it upon myself to sample the delicious goods being walked around (I'm talking about free coconut water and 'detox charcoal and lemon water' followed by retoxing with rosé).
While I was busy meandering around Cabana and catching up with Kia from ELLE, Chloé headed down to the beach to shoot a couple of our favourite Resort 19 looks.
After more afternoon appointments, we headed up to The Miami Beach EDITION to grab a drink with Adrienne from Marie Claire, Cassie from Harper's Bazaar and the beautiful Bree Warren.
Dinner that evening was at The Broken Shaker with the boys from Business & Pleasure. Several chilli margaritas later, and it was time for Chloé and I to head back to the hotel for a good night's sleep.
Monday, final day of Cabana:
By Monday morning we were both feeling pretty exhausted. We started our day with a long, lazy breakfast with lovely Olivia from Lust for Life at the W Hotel before heading back to the Cabana tent for the final day of appointments.
After a busy day between buyers and press, we packed up the collection and said farewell to our sales team before having one last drip in the ocean. We then made our way to The Standard for sunset drinks and dinner with Marissa from Anaak. We ate a delicious selection of salads and seafood followed by a piece of mandatory key lime pie before making our way back to the hotel for our final night in Miami.
We woke at 4am on Tuesday to catch our flight to LA. After spending a day wandering around Abbot Kinney and eating at Gjusta, I said farewell to Chloé who headed back to Australia to see her baby boy. I stayed on in LA for an extra week of appointments and some downtime.
All in all, our trip to Miami was busy and successful for both sales and press. As soon as I landed back in Australia, I jumped on a plane down to Sydney to present the collection to Australian editors. See more in my post next week.
Until next time,