From July 20th to 22nd, in the evocative setting of the Fortezza da Basso in Florence, the twelfth edition of Maredamare, the Italian fair of beachwear was staged.
The key players were summer 2020 beachwear and accessories collections, presented in the 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,” emphasises Alessandro Legnaioli, President of Maredamare “by combining a complete proposal with important moments of research and opportunities for relax and entertainment. This edition is growing in every aspect, with over 250 brands of which 60 are new entries, taking up an area of 12.000 sq m, 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 included training workshops held by professionals of the sector, 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 was renewed with a dedicated fashion show that marked the launch of the experimental Sweet Sour collection, designed by the young and talented Isabella Storani and realised with fabrics made with Sensil.