Is Miami Swimwear Fashion Week little more than a bunch of catwalk capers?
Possibly. But aside from the chance to ogle hotties and honeys wearing little more than a strip of Lycra, remember that swimwear is a $5 billion industry.
And every year, the swim shows put SoFla in sharp focus with bikini biz and fashion flash - with runway shows here and there in South Beach nightclubs and hotels.
In the center are the big three:
At the Miami Beach Convention Center, there is SwimShow, a trade show staged by the all-powerful Swimwear Association of Florida, with 2,000 collections exhibiting.
Over at the W Hotel, there is Salon Allure, another trade show for luxurious designer brands that will retail at $100 and up, along with high-end accessories and jewelry lines.
But it is at the Mercedes-Benz Fashion Week Swim shows, set up around the pool of the Raleigh Hotel, that swimwear designers from around the world show directional swimsuits with a smattering of celebs.
We are planning comprehensive coverage with photo galleries, front-row-access videos, celebrity party poop and fashion trend round-up.