MINI Makes a Splash in Miami with Style, Spirit, and a New Convertible
At the intersection of high fashion and automotive flair, MINI USA has taken center stage at this year’s Miami Swim Week, embracing bold design, cultural expression, and the debut of its latest open-air icon—the new MINI Convertible.
Through strategic partnerships with PARAISO Miami Swim Week and the legendary Sports Illustrated Swimsuit brand, MINI is not only showcasing its latest models but also leaning into its heritage of style and playful individuality.
Where British Cool Meets Coastal Glamour
In collaboration with PARAISO, the official producer of Miami Swim Week, MINI’s vibrant personality is on full display. The brand has taken over the main event tent with a curated activation featuring three standout fashion designers—Leslie Amon, Azulu, and British talent Oceanus—whose work speaks to both elegance and edge. Their creations will be presented not only on the runway, but also wrapped around MINI vehicles, fusing fashion and automotive design in one striking visual statement.
Adding extra flair, influencer-designer Leslie Amon will be seen cruising the streets of Miami Beach in a custom MINI Convertible, capturing content that blends beachside energy with MINI’s cheeky, confident character.
A Stylish Alliance with Sports Illustrated Swimsuit
MINI’s collaboration with Sports Illustrated Swimsuit brings further excitement to the event’s social calendar. As the official vehicle partner for the brand’s exclusive pool party and runway showcase at the W South Beach, MINI is positioning its new convertible lineup front and center—literally—on display throughout the festivities.
In a nod to MINI’s wit and British roots, the brand also appears on the back cover of the 2025 SI Swimsuit issue with the headline: “Your best chance with a British model.” The campaign, developed by Goodby Silverstein & Partners, cleverly juxtaposes MINI’s classic appeal with the glamour of the magazine’s iconic models. To deepen the connection, MINI has also brought aboard British model Penny Lane to generate social content throughout the week’s events.
A Cultural Moment, MINI Style
“Miami Swim Week is the perfect backdrop to highlight MINI’s expressive nature and our latest Convertible,” said Kate Alini, Department Manager of Marketing, Product & Strategy at MINI USA. “We see MINI as a platform for creativity, and these partnerships give us a fresh way to connect with trendsetters and tastemakers who value individuality.”
The brand’s presence in Miami is part of a broader cultural campaign, as MINI continues to activate at lifestyle-driven events across the U.S., including major golf tournaments and horse-racing showcases. Through these high-profile collaborations, MINI is reaffirming its position not just as an automaker, but as a symbol of joy, boldness, and modern British design.
In a city known for color and charisma, MINI fits right in—top down, music up, and style all the way.
