The ninth edition of Mare D’Amare, the Italian beachwear trade fair, will take place from 23-25 July at the Fortezza da Basso, in Florence, showcasing beachwear collections from around 250 brands, providing a comprehensive overview of 2017 summer trends.

This year’s event is going to be a special edition, rich in anniversaries and official celebrations. Among the many, organisers are celebrating the 70 years of the bikini, the 40 years of Lise Charmel, the 60 years of Gottex and the 80 years of Imec, the leading and most historical corsetry and lingerie company. The programme will feature events that will be available to viewers on the internet too, thanks to the innovative digital platform Mare D’Amare Digital.

“Every year we want to team our experience with a touch of healthy insanity for the purpose of creating a different fair every year, which is able to contain and supply the widest view of beachwear and accessories,” said Alessandro Legnaioli, President of the fair. “But that is not all. These three days want to show all the passion and ideas that we have developed so far, by bringing new lifeblood to our sector.”

Special events

The trade fair will feature two special events: the fashion show by Antica Sartoria on 23 July, with its cocktail party in the ‘70s style, and a Piece of History event on 24 July, when the Imec items will experience the catwalk once again.

The fair days will also host the fashion shows by Lise Charmel and Parah, besides the previews by MarediModa and the creations of the future fashion designers selected by The Link. The very Mare D’Amare party will be held inside the extraordinary setting of Giardino dei Semplici at the Orto Botanico in Florence.

Four key themes

The beachwear fashion trends and novelties for summer 2017 will be provided by an in-depth investigation carried out by Mare D’Amare in collaboration with the trend researchers 5FORECASTORE.

Bourgeoise will introduce a genuine femininity, inspired by the sexy and sophisticated, adult and mindful style on one hand, and compensated by a more relaxed and light-hearted charm on the other. Flamboyant will be delivering a happy, lively, generous, lush and exuberant combination of materials, colours and prints, inspired by the spirit and energy of the countries in the Southern hemisphere.

Impression originates from the idea of psycho-physical wellness and represents a combination between underwear and swimwear aiming to encourage a more modern and active lifestyle. Finally, the Survivalist theme will focus on the sea as the main source of inspiration, with its iridescent surface and the game of lights and shadows.

Swimwear and lingerie

In beachwear, the turnover of Italian swimwear brands reached EUR 459 million in 2015, which is a 2,2% increase over the previous year, while the production volume decreased by 4.1%. These are some of the figures provided by Sistema Moda Italia. The organisation has recorded some rise in exports for the sector. Last year, for example, foreign sales of Made in Italy swimsuits rose by 2.6% while reaching EUR 133 million.

According to Sistema Moda Italia, during the first 2016 quarter, foreign sales of lingerie and swimwear produced by Italian companies have exceeded EUR 350 million. In terms of production volume, exports have exceeded 9 thousand tons, which is a 40.3% increase compared to the previous year.

The data show that the first 2016 quarter has recorded a rise in exports of medium- and low-end products manufactured by Italian companies, especially for women’s underwear and swimwear.

Further reading

Mare D’Amare reveals beachwear trends for Summer 2017

www.maredamare.eu