Normal Culture Makes Miami Swim Week Debut

Normal Culture Makes Miami Swim Week Debut

Reported By LaKisa Renee

Jelaminah, Owner of Normal Culture

Normal Culture is one of the most sought-after, hottest brands to hit the swimwear scene in the past few years. It all began with an idea by Model, Actress, Entrepreneur, and TV Personality Jelaminah in 2016. She became popular as a cast member of the Oxygen reality series “Bad Girls Club” during season 14 and currently stars in The Zeus Network’s new original series “Baddies South.” Normal Culture has become known for its playful, inclusive, trendsetting swimwear. Their goal is to help create new norms through visual and artistic self-expression. They uniquely design every piece of clothing to encourage women to have confidence and sex appeal. They specialize in pieces for tall women 5’9 and taller and individuals that love to be visually expressive.

The newest collection was presented at DC Swim Week at SLS Hotel South Beach during Miami Swim Week 2022. It showcased everything animal print. All of its pieces are affordable, locally sourced in Los Angeles, Angeles and handmade by minorities. The owner Jelaminah was excited to present her collection and make her Miami Swim Week debut. She brought out Bad Girls Club Star, Baddies South Executive Producer Natalie Nunn, who walked the runway in a gorgeous, flowing black one-piece swimsuit and cover up from her line. Rapper Flo Rida was also in attendance at the runway shows and the after parties at HYDE Beach. This year DC Swim Week presented a series of diverse runway shows like never before. Inclusivity and body positivity was this year’s theme from designs to models. Curvy, plus-size brands, sustainable fashion brands, and emerging swimwear looks dominated the runway. Models came in all shapes, sizes, and colors, and pregnant mothers and models with disabilities are also highlighted and celebrated.

Normal Culture also made its debut at The Hammock Show at The iconic New World Center in the heart of Miami Beach. Founded in 2010, The Hammock Resort and Swimwear Trade Show is where today’s established and new brands, retailers in resort, swimwear, and accessories meet with global buyers from the U.S., Caribbean, and Latin America. Europe and Asia Pacific. Brands have the option to showcase their collections in a bright, elegant ballroom space or in private suites. Pieces from the collection were on display in the Normal Culture booth for Miami Swim Week attendees and retailers to purchase and guests were treated to giveaways. The owner Jelaminah spoke about the brand and her inspiration for starting it, how her pieces were made and her excitement to be featured at Miami Swim Week this year. Stay updated with more designs and information from Normal Culture.


Normal Culture is based in Los Angeles, CA, and Founded By Jelaminah Lanier
Instagram: @normalculture


THE DCSW (THE PARENT COMPANY OF MIAMI SWIM WEEK SHOWS) is the fastest growing & leading luxury fashion show production company specializing in innovative fashion concepts, production, and execution. With over 10 years of experience producing thoughtful and beautifully curated shows at DC Swim Week, Miami Swim Week, Hammock and shows at New York Fashion Week. At DCSW, Independent fashion designers showcase their collections to a global audience of press, retailers, stylists, industry influencers and buyers. DCSW brings a strategic vision to life through dynamic multimedia, state-of-the-art show programming and a team of professionals delivering a customized client-branded environment.

The successful execution of designer showcases consistently receives positive media coverage from the likes of Vogue, USA Today,, Apparel News, The Washington Times, Entrepreneur, New York Times, Glamour, Cosmopolitan, NBC and Inc.

Photos By: Getty Images

Tammy Reese

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