Two of the brightest stars in the Asia Innovation Group’s constellation of technology and commerce products, Uplive and Hekka hosted a runway event for Miami Swim Week 2022. Hekka’s up-and-coming designers were among 200 best known fashion labels from around the world to deliver their latest collection – ‘Style de Vie’.
Last month, Uplive just celebrated its 6th year anniversary. Founded in 2016, Uplive has gained global users including designers, models, influencers and celebrities. With the event, Uplive is able to reunit all their talents in fashion industry again at the iconic Miami Beach to enjoy a week full of runway shows, VIP parties, and exclusive networking events. Digital platforms such as YouTube, Uplive and Instagram were running on overdrive with more than 1.6 billion impressions driven by an impressive guest list including TikTok sensation Tony Lopez (@tonylopez), model and actress Yuvanna Montalvo (@yuvannamontalvo and Latin superstar Juan Carlos Garcia P (@juancarlosgarciap).
At a sun-soaked event Hekka launched the latest capsule collection of swimwear, beach dresses and accessories. The new collection is bringing some of the hottest, most versatile designs to the affordable swimwear market as a follow-up to their celebration of inclusivity, sustainability and diversity at NYFW. The line followed the ethos of the brand to support emerging fashion designers, natural fabrics and sustainable clothing.
“The collection we delivered to Miami Swim Week this year is just a snapshot of what Hekka has to offer. We want to enable all our customers to be their authentic self and unleash their inner confidence and power from within” said Laure-Cecile Lafond-Fenonjoie, the CMO of Hekka. “Our choice of clothing can activate a sense of amazingness within us, and through our ranges of swimwear and resort wear, we want everyone to dive deep into the distinct energy that fashion self-expression can provide.”
This collaboration between Hekka and Uplive is the second fashion event they have partnered on this year. During New York Fashion Week Uplive re-imagined the front row experience by live broadcasting the show to millions of fans around the world and allowing them to take part in games and award competitions in real time. Hekka complimented their “real-time fashion” show by allowing users on their platform to style and purchase the items from the collection as models are walking them down the runway.
The concept of interactive fashion supported by technology, as delivered by Hekka and Uplive is new to the fashion and commerce scenes, and is quickly becoming the unique differentiator that is pushing the two brands to top positions for consumer engagement. Combining the 300 million users on Upline globally with the streamlined, affordable and accessible shopping experience on Hekka’s platform, consumers from both niche and well-represented communities have the opportunities to experience fashion, style and collaboration like never before.