With Maredamare, from July 20th to 22th, Florence becomes the swimwear capital
The Florence fair, now in its seventeenth edition, has become the international reference point for beachwear and resortwear sectors. For buyers from all over the world, it is a unique opportunity to access over two hundred and fifty collections for summer 2025, supported by
trend forecasting designed to facilitate predictions and choices. Fortezza da Basso will host a multivitamin concentration of events, collaborations, workshops, fashion shows, and a strong desire for the sea. This year, the energy extends across Italy with the Fuordacqua off-show, featuring in-store parties dotting the peninsula.
“During the Immagine Italia & Co press conference in February, dedicated to lingerie and intimate apparel, we unveiled an ambitious project for this edition of Maredamare. Especially in terms of internationalization and significant collaborations. Over the past months, we have given it our all,” emphasizes Raffaella Petrossi, General Director of Underbeach-branded shows, “and the result exceeds our expectations because we need to confirm and increase the show’s scope, today a true European outpost and control tower for the sector’s directions. This is where the uniqueness of the formula lies, making it indispensable for all who, like us, believe in this sector.
In this edition, we host over two hundred international clients and a selection of one hundred top Italian stores. With the support of the Italian Trade Agency (ICE), we also welcome over twenty top buyers from target countries, including Kuwait, America, Lebanon, Japan, and Kazakhstan. In total, more than three hundred of the best buyers in the sector are guests of Underbeach to access the most comprehensive European overview of the sector.”
“This edition marks a further step towards our future vision,” explains Alessandro Legnaioli, President of Underbeach, “expanding beyond the walls of Fortezza da Basso with our off-show, which started experimentally last year and now reaches many Italian stores from Lombardy to Sicily. Also crucial are synergistic collaborations with other events to define new forms of communication in other areas of the fashion system, as we believe the future is crossover and universal. I would also like to highlight the new Blue Milano project, designed to bring beachwear and resort wear fashion shows back to Milan during fashion week, aiming to increase the visibility of a sector with a global business turnover estimated at over 30 billion dollars.”
MarediModa returns to collaborate with Maredamare and will tell the story of the path of the main European fabric companies towards global excellence through a video installation and will present the proposals of a selection of companies for summer 2026 with a tactile panel. From thread to fashion shows, the genesis of the quality beachwear value chain.
