The third edition of the Summerland event Live the summer! promotes the creations made on the island from July 28 to July 31 with a pop-up space and parades of swimwear from the Moda Cálida program at the El Muelle Shopping Center. The Summerland is part of the Gran Canaria Moda Cálida action program of the Cabildo de Gran Canaria throughout the year, and is mainly aimed at local promotion and marketing through the concept of “see and buy” and the aim is to bring the public closer to swimwear and accessories made in Gran Canaria.
For this action, the Minister of Industry, Commerce and Crafts, Minerva Alonso, explained at a press conference, there are five parades planned, from the brands Arcadio Domínguez, Aurelia Gil, Nuria González Swimwear, Rubén Rodríguez and the firm Como la trucha al trucho . The parades will take place on Thursday, July 29 and Friday, July 30 with the passes of the brands Gran Canaria Moda Cálida with a live performance of Los Salvapantallas, live via streaming and with the public if sanitary measures allow it.
The walkway will be located outside, in the area known as Parque Marítimo Santa Catalina, next to La Marquesina in a recently remodeled area. The two-level structure will be used to hold the parades, the models will be on the lower level and the public will be located in the existing stands. In addition to these passes, there are 20 brands selected, 16 as exhibitors, with firms such as Suhárz, LadyBag’s Cris and Pedro Palmas-Palmas Swimwear, among others, as well as 50 companies linked to the sector indirectly that will work throughout the event to do so. possible.
The participating firms will show men’s and women’s swimwear, intimates and bathroom accessories, in addition to children’s and collections that are already in stores, so that all the models exhibited on the catwalk can be purchased at the moment in the area commercial pop-up. This event, said the counselor, emerged in 2018 with a “purely local vocation to support companies and the marketing of swimwear and accessories.” Among the influencers, Priscila Betancourt, Marta Ibrahim, María Melián, Estefanía Gorayeb, Roberto Herrera, Cathaisa González, Laura Ramírez and Antonia Artile stand out, as well as commercial brands such as Volkswagen as sponsor of the event. The objective is that “the Canarian beaches are filled with swimsuits and bikinis made here, on the island, from Gran Canaria Moda Cálida”, said the minister.
The president of the Cabildo de Gran Canaria, Antonio Morales, has indicated that the promotional activities of Gran Canaria Moda Cálida have had “a leap of great relevance” in promoting fashion made on the island. In this sense and due to the diversification of the island economy, he said, this program “has led to an increase in physical points of sale, almost 20% since 2017 and 45% in online points of sale”, as well as an improvement of billing data, which in 2019 stabilized after the increase experienced in 2018 (46.6%) ».
This sector “promotes the fashion of Gran Canaria” and serves to “bring and popularize creations and designers to the public” with “new actions” that have been “a turning point” and a boost for new talents. Likewise, Morales stressed that as regards these new designers, since 2016 the scholarships in training centers have progressively grown, doubling them with respect to 2015, and the Escuela de Gran Canaria Moda Cálida has been created. The objective is « advance in the objective of creating a brand in swimwear with the identity of Gran Canaria that is already a benchmark »adding. “Wills” to take it from its already consolidated position in Spain to the European map.