Meet Me in Miami

By Maria Tettamanti

Attention all fashionistas: October 21st through the 23rd is Miami’s moment to shine in the fashion spotlight with its first-ever, style-packed weekend, Miami Fashion Fest. ASI Marketing’s Minerva Arboleya and Silvio  Sulichin are the creators of the concept which plans on bringing the Magic City three nights of sizzling shopping, shows and soirees and VisaVis is proud to be a sponsor. We sat down with Arboleya, brainchild behind Miami Fashion Fest, and got the 411 on this highly anticipated event.

How did the Miami Fashion Fest concept come about?

Like most ideas are born, we saw a need. The need to support the fashion retail industry by creating a concept to energize the locals and entice the cool fashion-forward crowd from around the U.S., Caribbean and Latin America to head to Miami for a weekend of triple S’s: Shopping, Socializing and Sun. Miami Fashion Fest is about boosting the economy and coming together in the name of fashion. 

What should revelers expect?

Locals and visitors will have the opportunity to experience fashion-focused events all over town from designer personal appearances to styling clinics to fashion photo shoots, to runway shows and more. We will host a handful of top designers, national media outlets and celebrities to attend functions around town and mingle with the crowds. We envision the beautiful people coming out to play in head-to-toe designer ensembles for a little something special at their favorite shopping spot.  

Where will the events take place?

As a citywide fashion experience, events will take place all over Miami-Dade County with a heavy concentration of activity in the major shopping centers and retail destinations around town. The “Fashion” theme is easily adapted to all lifestyle categories, including restaurants, hotels, nightclubs and art galleries. A series of catwalk designer shows like those seen in New York, Paris and Milan will close the evening each night in the Design District followed by after parties.

Which designers will be in the mix?

The beauty of Miami is that most designer brands are represented here through freestanding stores or with a presence in the major department stores around town. We feel strongly that the fashion brands such as Diane von Furstenberg, Carolina Herrera, Tory Burch, Nicole Miller, Donald J. Pliner, Max Azria and others who have invested in this market will support their business here by participating in their own special way.

Why are affairs such as Miami Fashion Fest integral to the fashion world?

Unlike local “fashion weeks” that strictly serve as entertainment, we are positioning our event as a revenue-generating weekend open to all businesses that wish to participate.

How do you plan on making this a home run?

Passionate individuals who understand what it takes to be successful drive the fashion industry. To ensure success, this must be a citywide initiative where each retailer and designer has a clean slate to contribute to the victory in their own unique way.

At the end of the day, what is your ultimate vision?
To transform Miami into the most fashionable place to be during the third week of October. We have the raw materials — sun, beaches, international demographic, world-class boutiques — to make this concept a reality.

This article is featured on www.visavismag.com