The fourteenth edition of MAREDAMARE is set to return at the Fortezza da Basso in Florence from 24 to 26 July, after a year of absence.

Many collections will be exhibited in Florence for the first time, with a considerable presence of foreign companies - nearly the 50% of the exhibitors. MAREDAMARE, which has recently been recognized as an international fair, is, the organisers say, “a European and world reference in the beachwear sector and has activated important collaborations for promotion.”

ICE (Agency for the foreign promotion and the internationalization of Italian companies) will promote the trade fair and the Italian exhibitors to international buyers, with ICEX (a public corporation at the national level whose mission involves promoting the internationalisation of Spanish companies and attracting foreign investment to Spain).

ICEX, together with the Economic and Commercial Office of Spain in Milan, will coordinate the participation of a selection of Spanish companies and will be present at the trade fair with a dedicated area. Also, ABIT (Brazilian Textile and Apparel Industry Association), will be present at the fair with a selection of Brazilian companies. “This is proof of the interest and trust given to the event which, even during the pandemic, was a point of reference for the sector through the virtual fair Hub and through MAREDAMARE Academy,” the organisers say.

The year of the pandemic was not greatfor beachwear Made in Italy - according to Confindustria Moda, after a 2019 of good growth, with a turnover up by 10.2%, in 2020 the swimwear sector suffered from the general decline in consumption, closing the year with a loss of 14.9 %; exports fell by 11.4% and a turnover of 440 million euros.

Organisers say that companies are now expecting a quick recovery of the market, thanks also to the relaunch of tourism. The latest data received in March, highlight that the sector had a rebound of + 109% and, according to Sita research, the purchasing sentiment of Italians sees the 33% of the interviewees in 3rd place in purchasing Italian clothing/underwear and grows the desire for direct contact as long as it is professional, rewarding, fun. The data from Sita research also show that consumers want to buy: 58% will buy as soon as possible, 23% only if necessary and 19% will wait for the summer sales.

“As usual we will not take ourselves too seriously,” underlines Alessandro Legnaioli, president of the show. “And we wanted to celebrate the return even more with lightness and energy but above all in complete safety for everyone. Just to allow our guests to work and have fun in total relaxation.”

“As for the measures taken, we were even more inflexible than the official protocol to guarantee a sort of funny ball, a protected island from which to start again. The new configuration of the Fair includes, in addition to the traditional stands, also private spaces dedicated to each company - real showrooms, to present the collection in detail.”

Speed meetings between brands and customers, insights and meetings among operators are also scheduled. To celebrate the pleasure of meet us again, on July 24 and 25 from 6 to 9 pm will take place outdoors the fashion shows, which have always been the soul of the event. Sofas and sitting areas will be set up within the walls of our magnificent Fortress to spectacularize the fashion shows that will not be presented in a classic format but animated by dancers, live music and various performers while guests sip a pleasant aperitif.

“The fair will not end on the 26th because it will continue online until the beginning of September when MAREDAMARE Hub will reopen its virtual doors for a week of live shows with new videos from the companies. But this is a story that we will tell you another day,” concluded Legnaioli.

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