Strutting their stuff: Models show off Ed Hardy swimwear on the catwalk at the Mercedes-Benz Fashion Week Swim in Miami Beach
There can be no better place to show off your new swimsuit than Miami Beach, yard from Ocean Drive.
So it is no accident that the Mercedes Benz Fashion Week Swim happens in that very spot, moments from the water.
Since it began six years ago, the event has become the place to showcase top swimwear and last night it was the turn of Ed Hardy.
The funky label, fast becoming a firm favourite of celebrities in the U.S., produces clothing based on the designs of renowned American tattooist Don Ed Hardy.
Models, many with feathery fascinators in their hair, strutted up and down the catwalk in ultra-skimpy bikinis and corset-style, studded tankinis.
Male models also showed off brightly-decorated board shorts as guests and buyers looked on from the luxurious surroundings of the art-deco Raleigh Hotel.
To the beach: Models showed off the strong designs – based on Ed Hardy’s tattoo creations – to guests at the exclusive Raleigh Hotel
Ed Hardy clothing only started eight years ago when the tattooist decided he could set up a line based on his art.
Christian Audigier, formerly of Von Dutch, licensed the rights to produce the line in 2004 and it now has shops across the U.S., Asia and Europe.
As with his former employer, Audigier has targeted celebrities and helped build it into a multi-million company.
Madonna has been spotted wearing an Ed Hardy baseball cap and Whoopi Goldberg in Ed Hardy shoes
Standing out: Two more Ed Hardy creations are paraded on the catwalk