MarediModa at Maredamare, July 19–21 in Florence
The partnership between the MarediModa and Maredamare trade shows continues, aimed at highlighting and promoting the virtuous supply chain of beachwear. From July 19 to 21, the stunning Fortezza da Basso in Florence will host the 18th edition of Maredamare, showcasing over 250 collections for Summer 2026. MarediModa will be present with a dedicated area featuring samples from a curated selection of exhibitors, a lounge and information space about the Cannes event, and a video screen playing rotating content from the Cannes show. The area will also feature the extraordinary virtual exhibition “INFINITI RITRATTI” by Gaia Giordani.
“Maredamare has become much more than a trade show: today, it is an international platform that connects ideas, people, and markets. Each edition offers a real opportunity for the industry to grow together, with an increasingly open outlook on the future and the global landscape.”
– Raffaella Petrossi, General Director of Underbeach
Eighteen years of steady growth have transformed Maredamare from a local event into a global one. A key turning point has been the expansion of incoming buyers, thanks in part to prestigious partnerships with high-profile institutional and industry players. The 2025 edition will welcome top international buyers from the United States, Canada, Ireland, and Kazakhstan, while also strengthening its network of key buyers from Russia and the CIS countries, Greece, France, Croatia, Switzerland, Belgium, Spain, Germany, Poland, the Czech Republic, and of course, from leading Italian boutiques. This is made possible through the vital support of the Italian Trade Agency (ICE) and collaborations with partners such as Fashion Sfera.
Ahead of the main event, Fuordacqua returns—a project launched in 2023 to bring the creative energy of the show directly into retail stores. Today, Fuordacqua has evolved into a dynamic network of events that enlivens the Italian territory, far surpassing the traditional “off-show” concept. It’s a real opportunity to create connections, support retail, and promote an authentic beachwear culture. The 2025 calendar is packed with events throughout Italy, culminating in Florence during Maredamare with two exclusive evening events.
