Maredamare closes on the up

Boom of foreign buyers ensured a sparking and positive show with a slight decline in Italian visitors. The sixteenth edition of Maredamare, which took place from 22 to 24 July at the Fortezza da Basso in Florence, closed with a marked increase in foreign visitors and buyers; over 4,700 entries, of which 28% from thirty-eight foreign countries.

Over 250 collections were presented at the fair, which means Maredamare ss the European fair with the largest beachwear proposal of the season; many trendy and reference brands present such as Polo Ralph Lauren, Miss Bikini, DnuD, Paladini, Liu Jo Beachwear, Max Mara, Pin Up Stars, Alviero Martini 1° Classe, Bikkembergs, Maryan Mehlhorn, Oroblu Acqua, Chantelle Pulp, Anita, Iconique, Vacanze Italiane, Isabelle… just to name a few and many emerging brands such as Clhot, Edelvissa, Kiniby, Amor y Odio… and many other young trendy designers.

The slight decline in domestic visitors is likely to be attributed to a season that started late, which kept many shopkeepers at their points of sale over the weekend. A positive trend with regard to foreign visitors is supported by national and international collaborations:  with Agenzia Ice for international buyers, with Fashion Sfera for the CIS markets, with Gran Canaria Swim Week for Spain and with INTIMAGroup for the French markets. Belgian, German and English with invitations to shops who are nominations of the 2023 “Stars” competitions.

This edition marks the entry of two important innovations – the first is our commitment to raising awareness of sustainability in beachwear with the creation of a Green Area in collaboration with important textile companies (Antares, Borgini Jersey, Brugnoli , Iluna Group) and a fashion show, the first in the beachwear sector, which offers ethical and responsible beachwear. The second, lighter, with the creation of a system of external events, connected to the fair, which we have called Fuordacqua and which bring sharing, joy and the scent of summer around the city”.

Alessandro Legnaioli, president of Maredamare 

Various trendy fashion shows enlivened the days of the event, a single-brand fashion show of Pin Up Stars in the Fortezza Nations Pavilion enriched the programme, followed by a cocktail for buyers and the press; the trends area of ​​the show was designed by Maredamare with the collaboration of Linea Intima for the choice of garments that presented the four themes proposed by the 2024 beachwear show.

 

Maredamare and Gran Canaria Swim Show
The agreements with Gran Canaria Swim Week (the beachwear catwalk to be held from 5 to 7 October in Gran Canaria) organized by the Cabildo de Gran Canaria, allow for the activation of a link between the two historically most important countries in the sector European beachwear for mutual promotion and international relations. Maredamare has selected three international companies (DnuD, Pin Up Stars and Pain de Sucre) which will be included in the GCSW calendar together with five important Italian buyers and three journalists, hosted in Florence and then in Gran Canaria. Maredamare will also deliver the first and only sustainability-related award during the GCSW week and the winning designer will be a guest exhibitor at Maredamare 2024.

Maredamare has obtained the ISO 20121 certification “Sustainable management systems for events – Requirements and guidance for use” by IMQ, an independent body that offers a concrete and third-party evaluation demonstrating that the show and related activities have been designed and managed in a sustainable. Certification adds credibility by providing authoritative and independent assurance on compliance with the sustainability standard for management systems.

With the 2023 edition, Maredamare has combined the show with a new “Fuordacqua” program to animate the city of Florence with happenings, meetings, events, commercial operations in shops and commercial places in the city to create attractive activities in the points of sale on collaboration with the fair.

Among the relaxed ‘get together’ events of the latest edition of Maredamare on 22/24 July, the Saturday evening dinner “Chill with a view”, reserved for international Buyers, in the beautiful setting of the La Loggia restaurant in Piazzale Michelangelo with an exceptional view of Florence , with the theme “A touch of Pink”; and on Sunday evening , the “Swimrock” evening at the Hard Rock Cafè in Florence in Piazza della Repubblica in the heart of the city.

INTIMAGroup in collaboration with Maredamare organized a VIP Cocktail for the stores in the final selection of the 2023 Italian, French, German and English competitions with personalised invitations . Many shops were present on Sundays at 12.00 in the VipClub of Maredamare.

Report & Images – Kind Thanks Linea Intima Magazine