Costa Adeje is getting ready to swap the usual beachwear for something slightly more glamorous as Tenerife Fashion Beach Costa Adeje returns for its ninth edition from 21 to 26 September.
More than 11 swimwear brands will take part, alongside accessory designers, fashion talks, model casting, a design market and a big outdoor catwalk with the Atlantic Ocean as the backdrop.
The event has become one of the island’s main showcases for swimwear and is increasingly being used to promote Tenerife’s creative talent, sustainability and the rather useful combination of fashion and tourism.
Six days of fashion and local talent
The programme gets underway on 21 September with the first Creation Workshop, aimed at people interested in starting a career or business in swimwear and textiles.
The three-day course will be led by Tenerife Moda brands Waiola Wear and accessories company Pendientera, covering pattern cutting, responsible design and sustainable production.
It will take place at the Centro de Desarrollo Turístico de Costa Adeje.
On 24 September, the VIII Forum of Fashion will bring together Canarian influencers to discuss trends, inclusion and the growing influence of social media on how people shop.
The event starts at 18:30 at the rooftop of Hotel Mynd Adeje and admission is free.
An hour earlier, the Casting Fresh Face will give aspiring models the chance to put themselves forward.
The casting takes place at Plaza de España in Adeje and is designed for people who want to get into modelling rather than established professionals. Some young models who began their own careers through previous editions will also be there to share their experiences.
Fashion meets the ocean
The connection between the event and Tenerife’s coastline is a big part of the programme.
On 25 September from 10:00 to 12:00, Tenerife Fashion Beach will team up with Tenerife Moda Sostenible for a plastic clean-up at Playa del Duque and Playa de Torviscas.
Participants will collect single-use plastics and receive reusable bottles, which can be exchanged for tickets to the main catwalk.
The organisers are also using the campaign to raise awareness of plastic pollution and encourage several island influencers to promote the message through social media.
It’s a sensible addition to an event built around beaches and swimwear. Nobody wants the Atlantic to become the world’s biggest rubbish bin.
The big catwalk
The main event arrives on 26 September, when the Market Place will take place during the morning around The Duke Shop.
A selection of accessory and beachwear brands will be there, including Laverny, Uniko, Salitre, Nanna, DLA, Vido, Marta Bilher, Princess Rio, Lorena Giannini, Tonono, Lava, Arena Negra and Fly Flyes.
Then, in the evening, the attention turns to the Playa del Duque Norte for the main Designers’ Catwalk.
With the Atlantic behind the models, the event will showcase swimwear collections for the coming season and bring together brands from across the Canary Islands.
The show will be presented by Emilia González and Roberto Herrera.
Brands from across the Canary Islands
The Tenerife Moda brands taking part are:
- Arena Negra
- Ananas Wear
- Waiola
- LAVA
- Bea de la Rosa
- The Knot Company
- By Loleiro
This year also sees representation from all of the island fashion programmes at the same event.
From La Palma, there will be Shamelu.
From La Gomera, Machanga by Yess.
From Gran Canaria, Lislo.
And representing Lanzarote, Macaronesia.
The idea is to showcase the Canary Islands’ fashion industry as a whole, rather than keeping each island in its own little corner.
Fashion and tourism
Tenerife Fashion Beach has grown considerably over its nine editions and is now positioned as an international showcase for swimwear, as well as a tourism promotion event for Tenerife and Costa Adeje.
It’s also one of the few outdoor fashion shows taking place as winter approaches, helped considerably by Tenerife’s rather convenient habit of remaining warm when much of Europe is reaching for a coat.
The event combines fashion with the island’s scenery, climate and relationship with the Atlantic, while also promoting the Plastic Free initiative and the wider sustainability message.
According to the organisers, last year’s edition generated more than 39 million direct impacts and a communication return valued at more than €3 million. Around 50 companies across the tourism value chain are also supporting the event.
Turismo de Tenerife has arranged a press trip for specialist lifestyle media as part of the international promotion, with the aim of showcasing not only the fashion itself but also the island, its culture and the people behind the brands.
So, for six days in September, Costa Adeje becomes a meeting point for fashion, tourism, local design and sustainability.
And with a sunset and the Atlantic Ocean behind the catwalk, it’s a fairly decent backdrop for a fashion show.