The key players are summer 2020 beachwear and accessories collections. © Maredamare

The upcoming 12th edition of Maredamare, a unique and exclusive Italian beachwear, accessories and underwear trade fair, will be staged in Florence, in the evocative setting of the Fortezza da Basso, from 20-22 July.

The key players are summer 2020 beachwear and accessories collections, presented in preview by the most famous specialised brands in the sector – from the global brands to the small research studios.

“During the last months we have tried to set up an event that is even more attractive and involving than usual by combining a complete proposal with important moments of research and opportunities for relax and entertainment,” said Alessandro Legnaioli, President of Maredamare.

“This edition is growing in every aspect, with over 250 brands of which 60 are new entries, taking up an area of 12,000 square metres, with an important novelty to point out: the dedicated showrooms open until 11.00 pm, private meeting areas located just a few steps from the stand. A new way to more personally involve the customers.”

“We want to fully experience the Fortress that hosts us by creating a post-Fair full of events and aimed at revealing the most enchanted and hidden corners of this extraordinary place. Its secret rooms, the monumental areas, the private accesses, the turrets with a view and the hidden passages. We set up bar areas, shows and hidden courtyards where you can relax, share experiences and chat with people that together represent the beachworld.”

“Moreover, as the Maredamare team has always been sensitive to environmental protection, this year we decided to contribute to the preservation of Mediterranean species, adopting Futura and Ondina, two examples of Caretta Caretta, through the Legambiente Tartalove project.”

The show includes training workshops held by the sector’s professionals, and a first-class fashion show schedule: collective fashion shows, personal fashion shows of Iconique and Bikini Mi.Ma., the 2021 trend previews with MarediModa and space for young designers with The Link competition, organised and promoted by MarediModa, Cannes.

In this edition, the collaboration between Maredamare and Nilit Fibers is renewed with a dedicated fashion show that marks the launch of the experimental Sweet Sour collection, designed by the young and talented Isabella Storani and realised with fabrics made with Sensil, Nilit’s premium Nylon 6.6 brand.

www.maredamare.eu