Men have moved.
The 2012 South Beach Men's Show - which focuses on men's underwear and swimwear - will be staged this Friday at the Historic Art Deco Welcome Center in Miami Beach, starting with a reception at 8 p.m. and the runway show at 9:30 p.m.
The show - which this year will feature looks from the likes of Rated M by Mario Lopez, Frank Dandy, Andrew Christian, Doreanse, 2(x)ist, boyRio and 2Eros - used to be a part of the crowded Miami Swim Week schedule in July.
"We discovered that we were having a show at the same time as, say a Calvin Klein show or a Hugo Boss show," explains organizer Ian Smith. "It was difficult to get the industry people there."
He also says that the October date better dovetails with the retail roll-out plans of the manufacturers and designers.
"Two or three [designer labels] are showing brand new collections that wouldn't have been ready this summer. Mundo unico is showing a new collection that will come out one week after my show."
But he hastens to add that this is entertainment as well as a media event. The audience will be made up of fashion fans as well as industry insiders.
"Today's man is interested in fashion, style and quality," says Smith. "The know about suits. They know about shoes. And underwear is a part of that. Swimwear is a part of that. We want to shine a spotlight on the high-end, quality product available to men."
IF YOU GO
"South Beach Men's Show"
When: 8 p.m., Friday, October 5
Where: Historic Art Deco Welcome center, 1001 Ocean Drive in Miami Beach.