The beachwear world met in Florence for the eighth edition of Mare D’Amare, from Saturday July 18th up to Monday July 20th (once again, partnering with INVISTA and LYCRA® brand).
The weekend consisted of events, fashion shows, workshops and above all, the beachwear collections from nearly 250 brands. This year, workshops were offered to beachwear, underwear and hosiery retailers. Massimo Giordani, V.P. of the Italian Marketing Association, spoke at the first workshop, focusing on the helpful connection between the digital world and the conventional retail world. Among the new initiatives is a quite unusual contest, the first edition of Fashion Trailer. Amateurs and professionals were asked to produce a short movie, displaying garments from the collections of the exhibiting companies.
The 2016 beachwear colour trends can be summarised into four main themes, as outlined by David Shah, the partner trade for Maredimoda Cannes: Jungle Fever, Rave Couture, Memphis Sport and Brutal Glam. Jungle Fever is described as the combination of ethical, tribal, animal, hip-hop and punk influences, joined together by colour and dynamism. Rave Couture is a tribute to pop art, where illusions play a staring role. The geometric prints generate movement, distortion and depth whereas, Memphis Sport is a retro-chic sports look, compact and made of neoprene to facilitate movements while swimming. Lastly, Brutal Glam is a collection of futuristic designs, marked by the dark and cold colour shades, along with leather, latex, studs, nails and beads.
The Mare D’Amare fashion show schedule included three catwalks on both the Saturday and Sunday as well as a collective catwalk session on the Monday. In addition, the 2017 beachwear trends were displayed on stage, showing a pre-view of these future trends.