This weekend, from 22-24 July 22, the sixteenth edition of Maredamare, the international trade show organised and promoted by Underbeach, will be held at the Fortezza da Basso in Florence, Italy, previewing more than two hundred and fifty beachwear collections for summer 2024.

Maredamare includes indoor and outdoor events, fashion shows, the presentation of new trends and an area dedicated to sustainability will be on the program.

From international designer labels including Max Mara Beachwear, LIU JO beachwear, Polo Ralph Lauren, Bikkembergs Pin Up Stars, Miss Bikini, through the major international groups in the sector including Maryan Melhorn, CSP International, Van De Velde, Chantelle, Anita, Lise Charmel, AFS group to the creations of iconic brands including Paladini, and from Dnud to the coolest start-ups. A comprehensive overview of the international sector.

The spotlight will be on sustainability and green innovation with a dedicated space that brings together fabric and finished product companies in the search for new sustainability in an event that was the first in its sector to obtain international ISO 20121 certification as a sustainable event.

An increasingly international show

Maredamare has implemented incoming buyers over the years by hosting important clients from Australia, Kazakhstan, Peru and Chile to name a few. In addition to these, the fair hosts the most important buyers from Russia and CIS, Greece, France, Croatia, Switzerland, Belgium, Spain, Germany, Poland, Czech Republic and clearly the Italian best shops. All this thanks to the incredible support of the ICE agency and the agreements reached with international bodies and organisations.

At the fair, visitors will have the opportunity to appreciate the widest sea proposal in the European panorama, activate direct contacts with brands, participate in the events on the calendar, including collective fashion shows and be inspired by the trends proposed by the creative board.

Maredamare and Gran Canaria Swim Week

Agreements with Gran Canaria Swim Week (the beachwear show to be held from 5-7 October in Gran Canaria) organised by the Cabildo de Gran Canaria (the island's government), enable a link to be activated between the two historically most important countries in the European industry for mutual promotion and international relations.

To celebrate this partnership, Maredamare and GCSW are organizing SWIMROCK, one of the top events on this year's calendar to be held on Sunday, July 23 at the Hard Rock Café in Florence.

Beachwear trends for summer 2024

The style directions were fine-tuned with a great deal of forecasting work shared with the leading brands of the upcoming edition. Sporty, retro, luminescent and artistic. The swimsuit is increasingly proposed as a privileged communication tool in addition to containing energy and joie de vivre by vocation.

Increasingly important and distinctive is the use of technological fabrics that combine fashion and function, fashion and function, that guarantee excellent fit and durability even in contact with chlorine and sunscreen.

Surfaces are becoming more and more hi tech, three-dimensional, glowing with light, hosting prints that are works of art. And finally, they put at the centre the theme of sustainability that has pervaded this sector as well, stimulating fibre and fabric companies to take a different approach even for swimwear, which historically seemed the most distant, by construction, to the green attitude.

Sporty 90'S

Fashion and function. All the energy and exuberance of crossover garments between beachwear and surfwear, revised with the latest technologies. Functional cuts that emphasize the silhouette, bold colours and pop for a look that winks at sunny California beaches.

Retro reboot

Neoclassical harmony for a proposal that looks to beachwear classics with fit and comfort at the centre without neglecting contemporary standards. Careful research from the 1950s to the 1980s updated in an inclusive and never stereotyped mood.

Sparkly suits

Gleams and luminescences. Costumes that light up with the sun and also suitable for social occasions after the beach. Lurex inflames the bases; applications mark the movements for a proposal at once ironic and elegant.

Artwork affair

Artistic, never predictable graphics cut surfaces and determine their movements. Swimsuits as true works of art are canvases to be framed. Postmodernism and pop live contaminating each other in an organic and refined semiotics.

The new trends area

The new trends area curated by Linea Intima where visitors can see and touch the four major trend themes that will characterize summer 2024. The trends have been fine-tuned with great forecasting work by the Maredamare staff and shared with the leading brands of the next edition.

An increasingly green fair

The spotlight is on green innovation with a dedicated space that brings together, in the pursuit of real sustainability and traceability, textile and finished product companies in an event that was the first of its kind to obtain international ISO 20121 certification as a sustainable event. Textile companies Antares, Borgini Jersey , Brugnoli, and Iluna Group will present their latest innovations on the theme of sustainability that will be featured in the fashion show on Sunday, July 23 at 3.00pm.