South Beach was truly HAHt-As-Hell as the brand officially kicked off the weekend, drawing celebrities, tastemakers, major media and buyers to SWIMMIAMI’s LYCRA Swim Salon at the W Hotel & Residences. HAH | Hot-As-Hell launched just last season and the 2017 runway collection, ‘Le Jardin de HAH’ proves the trailblazer in eco-conscious swimwear is nothing but booming.
Ballerinas, moms and kids, oh my! The show kicked off with an unreal performance of Fever by Caroline Vreeland and kept the surprises coming for the entire show. Hot-As-Hell expanded from swim, lingerie and beach lifestyle apparel into childrenswear, maternity and bridal dubbing the new children’s wear line, Hot-as-Halo.. Dainty pastel lace contrasted by radiant sunshine tones floated along the runway to the sounds of Beyonce’s Lemondade poetry.
HAH’s Spring 2017 collection was inspired by the origins of natural beauty – mother earth. Le Jardin de HAH is symbolic of the brand’s roots in natural, ethical product for women. This is seen and felt across the entire collection – from a rich color palette inspired by the sun and the sky to intricate original prints, hand drawn and digitally printed. This season’s print story highlights the dichotomy of beauty vs. the challenges inherent in nature.
Crowd favorite model, Sam Blacky’s personality shined through as she flipped the bird in true Hot-As-Hell fashion. Cheeky high-waisted bottoms and reversible one-pieces stole the show. Vintage recycled Adidas bombers covered in custom patches by LA tattoo artist, dirtyneedle, embodied the brand’s sustainability initiatives. Contrasted by black oriental prints, delicate lace accents highlighted models, moms, children and expecting mothers beautiful curves of all kinds.
The message here is that we are in control of whether lightness or darkness ultimately prevails. Through eco-friendly design and manufacture HAH on the side of light, and proves it’s never too late to #startsomewhere.
Watch the complete runway show in the video below:
Photo credit: Getty Images for HAH
