From a return to rustic-inspired aesthetics and more glamorous silhouettes to shimmering metallic accents, MaredaMare, the international beachwear and resortwear trade fair will showcase the key directions for the upcoming season in a dedicated area. The exhibition is based on research conducted by trend forecaster Nello Marelli and the “Nel Colore” working group for Underbeach.
The first trend, Rural, reflects a return to nature as a form of refuge. In an increasingly digital world, there is a growing desire for contact with nature and authentic materials. As a result, cotton, natural fibres, craftsmanship and textures that enhance the product’s tactile quality are back in the spotlight. The colour palette draws inspiration from the natural landscape with earth tones, botanical greens, linen shades and the natural colours of the landscape, giving rise to poetic, reassuring collections that evoke a rural spirit.
More ethereal and dreamy is Delulu, a trend that interprets the need for lightness through a palette dominated by pastel tones, powdery hues and delicate colour combinations. Luminous pinks, soft yellows, and subtle, watery blues become the ingredients of an aesthetic built on layering, transforming beachwear into a new, effortless elegance.
With Actual, summer moves between urban pools, beach clubs and boat trips. It is a dynamic trend that celebrates socialising and leisure through the vivid colours of the flags. Stripes, repeating patterns, pool-inspired motifs, adaptive fabrics, terry cloth, jacquards and geometric decorations embody a contemporary, energetic and optimistic aesthetic, designed to seamlessly blend the seaside and city life.
Completing the narrative is Sparty, the perfect fusion of ‘spa’ and ‘party’ that captures the most glamorous side of summer. The holiday becomes an immersive experience, filled with wellness, fun and moments to share. The stars of the show are shimmering fabrics, metallic accents, iridescent effects, luxurious finishes, gold and silver tones, and all those details that evoke the atmosphere of summer parties, from beachside aperitifs to exclusive poolside events.
Every year, Maredamare offers industry professionals an in-depth analysis of developments in beachwear, turning trend research into a guidance tool for buyers, retailers and professionals. Thanks to the trend forecasting work curated by “Nel Colore’” for Underbeach and the collaboration of the exhibiting brands, the show will present an exhibition area that offers a clear vision of the stylistic directions that will characterize summer 2027. The value of this work is confirmed by the fact that several companies, after previewing the trends, have chosen to develop dedicated collections or enrich their own lines with elements inspired by the scenarios identified by the research team. The trend area at the fair thus represents the culmination of a shared journey which, in the preceding months, has already found concrete expression in the collections. The four identified trends reflect an increasingly dynamic market, in which beachwear transcends its traditional function to become an expression of identity, emotions and lifestyles. Understanding these scenarios means anticipating consumer needs and the opportunities that will shape the development of future collections.”
Raffaella Petrossi, General Manager of Underbeach
