The Boheme Boutiques collection at last year's Mercedes-Benz Fashion Week Swim at The Raleigh Hotel in South Beach.

by: Rod Hagwood

Most people call it the Miami Swim Shows.

Some call it Swimwear Week.

The official name is…wait, we’ll get to that.

The marathon of fashion shows centered on swimsuits rolls into Miami Beach again this week for the sixth year bringing a slew of parties, a smattering of celebs and legions of press. And unofficially there are satellite events sprinkled throughout South Beach nightclubs, restaurants and hotels.

Things really get crunked Thursday with most of the behind-the-velvet-rope events not open to the public (and why would you anyway? The swimsuits are for summer 2011).

But a few are.

On Wednesday, July 14th Miami Magazine will present the 3rd Annual “Splashion” swimwear and beauty event at LIV at the Fontainebleau Miami Beach. The first 400 guests score a goodie bag filled with brands supporting the annual party. Doors open at 9 p.m. Show starts at 10 p.m. You must RSVP by emailing to rsvpmiami@modernluxury.com.

The Miami Surfrider chapter has teamed up with The Webster Miami for a “pop-up” surf shop on the 1200 block of Collins Avenue. The Surfriders have added historic images of Miami beach surf culture, locally donated boards and historic video footage of South Beach surfers from the ’60s, ’70s and ’80s. The pop-up shop launches Thursday, July 15th and continues through to the end of August. The launch party is Thursday, July 15 from 7 to 9 p.m. at The Webster. There is an after-party and surf film screening at The Standard Miami from 10 p.m. to midnight (shuttles from the Webster to The Standard will run from 9 to 10 p.m.). To attend the launch party RSVP to surf@thewebstermiami.com.

I JUST HEARD THAT THE NEXT POP-UP SHOP MENTIONED BELOW FROM FUNKSHION HAS BEEN POSTPONED. THE FUNKSHION FASHION SHOWS AT THE SETAI WILL CONTINUE AS PLANNED.

On Saturday and Sunday (July 17 & 18) there will be a “pop-up” store in a massive tent between the W South Beach hotel and the Setai hotel on Collins Avenue with over 30 retailers. For more information, visit CremeOrchard.com.

From Wednesday, July 14th through Sunday, July 18th The Setai hotel there will be the Funkshion Swim Shows Miami with shows from the likes of Roberto Cavalli and Inca and parties hosted by Cosmopolitan magazine and Lamborghini. The first 100 people to RSVP for each show at Setai@funkshion.com get in free. For a schedule visit Funkshion.com.

On July 16 the Inca swimwear line will have a fashion show at The Setai hotel in Miami Beach during Miami Swim Week that is open to the public. The boho-riffic label (headed by Stacy Josloff) gets the party started at 10 p.m. when the doors open for the midnight fashion show. There is an open bar from 10 to 11 p.m. Celebrity fans include Elle MacPherson, Jennifer Aniston, Leighton Meester, Marissa Miller and Salma Hayek. You must RSVP to RSVP@Carmapr.com.

The rest is pretty much for industry. There are three events actually, which is where we get into the complexity of what to call the whole shebang.

It’s all business over at the Miami Beach Convention Center where the globally-influential Swimwear Association of Florida is staging the 28th annual SwimShow trade show for swimwear manufacturers and store buyers.

It’s all fabulousness over at the Raleigh Hotel the Mercedes-Benz Fashion Week Swim – a tongue-twister of a name almost no one actually uses. This is where most of the famous faces (in the past B-list celebs like Dennis Rodman, Michael Bay and assorted reality show drama queens) show up to see designer labels from Ed Hardy and True Religion to locals such as Red Carter and Luli Fama stage elaborate catwalk extravaganzas.

And for the first time this year there will be a mix of fabulous and business with the Salon Allure boutique show at the W South Beach. There swimwear, textiles, resortwear and lingerie will be exhibited for exclusive shop buyers. Highly-anticipated lines include the Diesel label’s swim line for women and men as well as the U.S. debut of Ivana Sert’s swimsuits, which made it into the summer fashion flick Sex and the City 2.

Here’s what the locals are doing:

Luli Fama – “My inspiration is the Luli Fama girl takes a glamorous trip through the Caribbean and then comes back to Miami.” For more information on the Miami-based label, visit LuliFama.com.

Red Carter – “It’s glam as usual. This time I call it ‘From Pop Art to High Art.’ We’re showing at the Bass Museum. I always try to do something different. I mean how many fashion shows can you go to?” Carter, who is based in Miami, also designs Jessica Simpson’s swimwear line. For more information on the label, visit RedCarter.com.

F.U.S.C.H.A. by Eva Polynice & Yvette Estime – “Our thing is color,” said Polynice. “If you are going to wear jewelry, then wear it.” The jewelry line will be shown at the Qiss Qiss show, which is part of the Aqua Di Lara show Saturday night at Mercedes-Benz Fashion Week Swim poolside at the Raleigh Hotel. F.U.S.C.H.A. stands for Fashionably Unique Skincare, Clothing, Handbags & Accessories. For more on the Fort Lauderdale (Tamarac) label, visit BellePourLaVie.com.

The FUSHA jewelry line from Tamarac-based sister design duo Eva Polynice and Yvette Estime will adorn models at the Qiss Qiss swimwear fashion show (part of the Aqua Di Lara label) Saturday night at Mercedes-Benz Fashion Week Swim.

Red Carter swimwear collection at last years shows at the Raleigh Hotel. This year Carter will only show women's swimwear. He will do a men's collection solely for the highly-anticipated shop Babalu in Miami. This year Carter will stage his elaborate show at the Bass Museum of Art.

The finale of last year's Tibi show during the swimwear shows. Miami Swim Week is actually four events throughout Miami Beach: The SwimShow at the Miami Beach Convention Center; the Mercedes-Benz Fashion Week Swim at the Raleigh Hotel; Funkshion Swim Shows at The Setai and Salon Allure at the W South Beach.

A store buyer checks out the Miami-based swim label Luli Fama at last year's SwimShow trade show at the Miami Beach Convention Center.