La Plage Trade Show Expands To Showcase French Brands at Miami Swim Week

La Plage Trade Show Expands To Showcase French Brands at Miami Swim Week

In Fashion Marketing, Miami, Miami Swim Week, Trade Shows by Victoria Roberts

Parisian Showroom owner, Marc Merklen has expanded the La Plage presence during Miami Swim Week, July 15-18, with an official boutique trade show featuring 22 French swimwear and resort wear brands. Supported by the French government’s trade promotion office Choose France, Merklen will be presenting the collections to highly curated buyers at Boulan South Beach, conveniently located near all the Swim Week trade shows.

Marc Merklen is the founder of My Fashion Agent and started La Plage wanting to expand the global presence of French swim and resort wear brands while avoiding traditional trade show environments. Buyers will be able to peruse the brands in multiple penthouse suites in the beautifully designed hotel.

La Plage was branded by Merklen and is now officially designated as a trade show with 22 brands. Buyers and press from around the world will be in attendance at this Miami presentation. Miami Swim Week hosts over 5,000 guests from 15 different countries annually, and the trade week is one of the best destinations for buyers of cruise wear, beachwear, swimwear, accessories, and ready-to-wear Summer collections. The penthouses of the Boulan South Beach Hotel are the chosen venue due to their iconic and minimalist design, and their proximity to the trade activity amid Miami Swim Week. 

Motivation leading to the expansion of the showroom to a boutique trade show experience was the positive feedback Merklen received from buyers. They saw his suites as a respite from the traditional booth experience. In addition to this the authorized operator of France Relance Export has developed a reputation for building European brands. He’s excited to watch La Plage “grow into a boutique trade show focusing on a well-curated selection of brands.”

La Plage Miami has been labeled “France Relance Export” since 2021, allowing French brands to expand internationally and obtain grants. It is a concrete source of financial support for businesses, allowing them to conquer the international Swimwear market and promote French trade.


If you’d like to show your new collection at a notable fashion week, feel free to reach out to Fashion Mingle. We’ll assist you—working within your budget—in selecting the best shows to work with, introducing you to vetted fashion show producers.

About Victoria Roberts

Originally from Brazil, Victoria Roberts is a fashion writer with a background in marketing, styling, PR, and social media. Victoria moved to the United States to pursue a career in fashion journalism, and she is currently a student at Santa Monica College in Los Angeles.

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