The 16rd Maredamare, an international fair organized and promoted by Underbeach, will be held from 22 to 24 July in the Fortezza da Basso in Florence. Over 250 beachwear collections for summer 2024 will be the protagonists. The program will include indoor and outdoor events, fashion shows, the presentation of new trends and an area dedicated to sustainability.
The best-known brands, the large international groups in the sector, the most iconic and well-known brands, the coolest start-ups will participate.
The most important in Europe
“This edition marks a very important step for us – commented the president Alessandro Legnaioli – because it confirms our position in the international trade fair system as the most important beachwear event in Europe. The sea sector meets in Florence to offer national and international visitors the main overview of the continent”.
16rd Maredamare: “Fuordacqua” debuts
From this year then, through the “Fuordacqua” project, the event will reach the center of Florence, and beyond, with events and meetings. Such as the pop up shows in some selected beachwear shops, the “Chill with a view” evening at the Loggia in Piazzale Michelangelo, the Swimrock Gran Canaria Swim Week ft Underbeach Party at the Hard Rock Cafè, the AFS Total White Fashion Party International at the Corsini Gardens. And again: the Pin Up Stars fashion show for the presentation of the summer 2024 collection at the Nations Pavilion.
“Punctuating Florence with quality events during the 16th Maredamare – declared Raffaella Petrossi, general manager of the show during the presentation of the event last April – has always been our goal without taking away space, rather enhancing, the most concrete and linked moment at work at the fair. Starting from this edition, in fact, the most beautiful locations in the city will come alive and host events and fashion shows connected to the show but with an even more relaxed and convivial tone”.
Increasingly sustainable and international
Spotlights on green innovation with a dedicated space that brings together, in the pursuit of real sustainability and traceability, fabric and finished product companies in an event that – the first of its kind – has obtained international ISO 20121 certification as a sustainable event.
Over the years, the incoming buyer has also been implemented with the hospitality of customers from Australia, Kazakhstan, Peru and Chile, just to mention a few countries.
In addition to these, the 16rd Maredamare https://maredamare.underbeach.eu/ will host the most important buyers from Russia and the CIS, Greece, France, Croatia, Switzerland, Belgium, Spain, Germany, Poland, the Czech Republic.
And this thanks to the support of the ICE agency and the agreements reached with international organizations and bodies. At the fair, they will have the opportunity to appreciate not only the widest beach offer on the European scene, but also to activate contacts with brands, participate in events, be inspired by the trends proposed by the creative board.