The sixteenth edition of Maredamare, the international trade fair organized and promoted by Underbeach, will take place at the Fortezza da Basso in Florence from July 22nd to 24th. Over 250 beachwear collections for summer 2024 will be showcased at the event. The program includes events, fashion shows, the presentation of new trends, and an area dedicated to sustainability.

Over 250 beachwear collections for summer 2024 will be presented at Maredamare.

The fair will feature international brands such as Max Mara beachwear, Liu Jo beachwear, Polo Ralph Lauren, Bikkembergs Pin Up Stars, and Miss Bikini, as well as international industry groups including Maryan Melhorn, Csp International, Van De Velde, Chantelle, Anita, Lise Charmel, and Afs Group, along with brands like Paladini and Dnud.

There will also be a space dedicated to sustainability and green innovation, featuring textile and finished product companies. Maredamare has obtained the international ISO 20121 certification as a sustainable event. Textile companies Antares, Borgini Jersey, Brugnoli, and Iluna Group will present their latest sustainability innovations, which will be showcased in the fashion show on Sunday, July 23rd.

“This edition marks a significant milestone for us, as it confirms our position as the most important beachwear event in Europe. It is an essential appointment for those working in the industry, considering the radical changes in the sales system in recent years. Furthermore, the high tide of Maredamare will also reach the center of Florence with events and shows related to the new Fuordacqua project, which aims to spread our playful style that has characterized us for sixteen years,” emphasized Alessandro Legnaioli, president of Maredamare, in a statement.

Over the years, Maredamare has attracted buyers from Australia, Kazakhstan, Peru, and Chile, according to the statement.

“In addition to these, the fair hosts the most important buyers from Russia and CIS (Commonwealth of Independent States: Armenia, Azerbaijan, Belarus, Georgia, Kazakhstan, Kyrgyzstan, Moldova, Russia, Tajikistan, Turkmenistan, Ukraine, and Uzbekistan), Greece, France, Croatia, Switzerland, Belgium, Spain, Germany, Poland, the Czech Republic, and, of course, the best Italian shops,” added the organizers.

Agreements have also been signed with Gran Canaria Swim Week (the beachwear show that will take place from October 4th to 8th in Gran Canaria), organized by the Cabildo de Gran Canaria (the government of the island), which allows for a link between the two historically most important countries in the European sector for mutual promotion and international relations. Maredamare will select three international companies to be included in the Gran Canaria Swim Week calendar.

Trends

Sporty, retro, luminescent, and artistic are the trends for swimwear in summer 2024. The use of technological fabrics that combine fashion and function is becoming increasingly important and distinctive. These fabrics provide excellent fit and durability even when exposed to chlorine and sunscreen. The surfaces are becoming more hi-tech and three-dimensional, lighting up and featuring prints that are works of art, explained the organizers of the event. Additionally, the fair will include a new trend area curated by Linea Intima, where visitors can see and experience the four major trend themes that will characterize summer 2024. The trends have been developed through extensive forecasting work by the Maredamare staff and shared with the featured brands of the next edition.”