A three-day show entirely dedicated to beachwear and resortwear.From July 22 to 24,the sixteenth edition of Maredamare,the international trade show organized and promoted by Underbeach,will be held in the splendid Fortezza da Basso in Florence,Italy,previewing more than two hundred and fifty beachwear collections for summer 2024.Indoor and outdoor events,fashion shows,the presentation of new trends and an area dedicated to sustainability will be on the program.

From international designer labels including Max Mara Beachwear,LIU JO beachwear,Polo Ralph Lauren,Bikkembergs Pin Up Stars,Miss Bikini,through the major international groups in the sector including Maryan Melhorn,CSP International,Van De Velde,Chantelle,Anita,Lise Charmel,AFS group to the creations of iconic brands including Paladini,Dnud to the coolest start-ups.A comprehensive overview of the international sector.

The spotlight will be on sustainability and green innovation with a dedicated space that brings together fabric and finished product companies in the search for new sustainability in an event that was the first in its sector to obtain international ISO 20121 certification as a sustainable event.

An increasingly international show

Maredamare has implemented incoming buyers over the years by hosting important clients from Australia,Kazakhstan,Peru and Chile to name a few.

In addition to these,the fair hosts the most important buyers from Russia and CIS,Greece,France,Croatia,Switzerland,Belgium,Spain,Germany,Poland,Czech Republic and clearly the Italian best shops.All this thanks to the incredible support of the ICE agency and the agreements reached with international bodies and organizations.

At the fair,they will have the opportunity to appreciate the widest sea proposal in the European panorama,activate direct contacts with brands,participate in the events on the calendar,including collective fashion shows and be inspired by the trends proposed by the creative board.All this in one of the most fascinating Italian cities.

Maredamare and gran canaria swim week

Agreements with Gran Canaria Swim Week(the beachwear show to be held Oct.5-7 in Gran Canaria)organized by the Cabildo de Gran Canaria(the island's government),enable a link to be activated between the two historically most important countries in the European industry for mutual promotion andinternational relations.To celebrate this partnership,Maredamare and GCSW are organizing SWIMROCK,one of the top events on this year's calendar to be held on Sunday,July 23 at the Hard Rock Café in Florence.

Beachwear trends for summer 2024

The style directions were fine-tuned with a great deal of forecasting work shared with the leading brands of the upcoming edition.Sporty,retro,luminescent and artistic.The swimsuit is increasingly proposed as a privileged communication tool in addition to containing energy and joie de vivre by vocation.Increasingly important and distinctive is the use of technological fabrics that combine fashion and function,fashion and function,that guarantee excellent fit and durability even in contact with chlorine and sunscreen.Surfaces are becoming more and more hi tech,three-dimensional,glowing with light,hosting prints that are works of art.And finally,they put at the center the theme of sustainability that has pervaded this sector as well,stimulating fiber and fabric companies to take a different approach even for swimwear,which historically seemed the most distant,by construction,to the green attitude.

An increasingly green fair

The spotlight is on green innovation with a dedicated space that brings together,in the pursuit of real sustainability and traceability,textile and finished product companies in an event that was the first of its kind to obtain international ISO 20121 certification as a sustainable event.Textile companies Antares,Borgini Jersey,Brugnoli,and Iluna Group will present their latest innovations on the theme of sustainability that will be featured in the fashion show on Sunday,July 23.