According to Women’s Wear Daily IMG and 7th on Sixth announced this week that they are planning to launch a new Fashion Week in Miami, swimwear-based and sponsored by Sunglass Hut. The show, that will feature three or four catwalk shows every night, is likely to take place at the same time as other beachwear shows.

“We think it’s the next exciting fashion market in the country, after what we’re doing in New York and Los Angeles,” says 7th on Sixth’s executive director Fern Mallis.

“The swimwear market is really heating up.”