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IT’S “SEE YOU LATER,” SIESTA KEY AND “HOLA,” MIAMI FOR REALITYTV-STAR-TURNED-ENTREPRENEUR JULIETTE PORTER, WHO’S MAKING WAVES WITH HER BODY-POSITIVE SWIMWEAR BRAND, JMP THE LABEL

BY MELISSA PUPPO

Clockwise from above: Juliette Porter backstage at Paraiso Miami Beach; looks from her “Into the Jungle” showcase at the 2022 swim week show.

ou might recognize Juliette Porter as the star of MTV’s reality show, Siesta Key; she’s been a founding member of the hit series since it premiered in 2017. But today, the brunette stunner has outgrown the small beach town, and what better place to reinvent yourself than Miami?

“I was coming to Miami a lot before to go out and party, but I wanted to really live here and expand my career,” says Porter. That new career is in swimwear, with the creation of JMP The Label, a premier brand for women, men, and kids. Porter’s line is grabbing the attention of fashionistas and celebs alike; her collection at Miami Swim Week was one of the breakout stars of the summer under the Paraiso Tent at Collins Park.

Made for what Porter calls the “independent babe on the go,” JMP’s pieces are thoughtfully designed and crafted from luxurious (and often sustainable) fabrics. But the brand’s claim to fame is its dedication to body positivity and size inclusivity. “Anyone can pick from our site and find something that works for them, works for their body, and makes them feel beautiful and confident,” she says.

JMP currently carries suits in sizes up to 2X, but Porter says the brand will soon expand its sizing to cater to an even wider range of body types. She’s engaging her clients with focus groups to hear their concerns—and to subsequently design pieces that meet their needs. “There’s such a divide between regular sizes, like extra small through large, and then there’s a whole other section that are sizes anything above that,” says Porter. “They should all be together to make everyone feel like they’re perfect the way they are.”

Not one to shy away from using her fame as a platform for change, Porter called out

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Instagram on her stories back in June in an effort to address Internet trolls who send cruel messages about her appearance. She’s focused, she says, on what can be done to stop the spread of online hate and shame.

“I want to make it known to others that they’re not alone, and we have to put an end

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to it,” she says. It’s all part of what fuels her drive to offer pieces that make everyone feel good in the skin they’re in, she adds.

This fall, fans of JMP can shop Porter’s reinvented Sienna collection, featuring new color ways along with upgraded crocheted offerings and tiger print pieces. “We try to focus on upcoming trends and big cultural moments when it comes to designing,” she says. “We also look at European fashion and try to stay ahead of the game.”

Porter also designs beach-ready accessories and dabbles in activewear as it aligns with her passions and has become even more important to her since she moved to a wellness-oriented city like Miami. “I want to expand in the future to have more activewear and get the awareness out there that we want to be a well-rounded brand and not always just swimwear.”

What’s next for Porter? Though she’s busy filming Season 5 of Siesta Key, she plans to partner with Miami-area boutiques to bring an in-person shopping experience to local clientele of JMP. “I’d love to do collaborations in the future with other brands that are like-minded and expand and create a larger base of people [who] know about us and love us,” she says. (jmpthelabel.com)

From above: JMP The Label at Paraiso Miami Beach; Porter walks the runway alongside business partner Jamie Washburn (left).

X FAST FACTS

WITH JULIETTE PORTER

Workout bliss: Sweat440. It’s a circuit, and it’s only 40 minutes long. I burn a ton of calories in it. I’m addicted. Favorite accessory: The bag my boyfriend just bought me for my birthday. It’s a Dior, it’s white, and she’s beautiful. IG or TikTok: Instagram. I haven’t sat down and learned how to properly TikTok yet. Go-to drink order: Tequila soda with a splash of pineapple On self-love: I think I’m fun and a good time. I make myself laugh, so I feel like that’s good, right? Beauty must: I have to have fake eyelashes. I’m not complete without them. Her personal inspiration: I can’t pick just one person, but my [business] partner, Jamie [Washburn]. She’s hardworking and smart, and she keeps me going on days that I want to quit. I look up to her, and she’s awesome. Advice worth sharing: Reese Witherspoon told me on Instagram that other people’s opinions are more about them than they are about you and they’re their business and not yours. I think that’s good advice to follow and to just do what makes you happy. Do what you think is best, and let the other people just watch and not let it affect where you’re going.