The 11th edition of the MareDaMare beachwear and intimates show in Florence, Italy last weekend lured a record number of retail buyers primed to see previews of Summer 2019 collections from nearly 200 European brands offering products ranging from underwear to swimsuits and beach accessories. According to organizers, the show attracted 8,000 buyers, up 8 percent over last year’s total.
In their collections for next year, the predominantly Italian brands showed an affinity for both traditional styling, focusing on basic bodies and bright colors and prints, and a decidedly more creative approach to silhouette, fabric and color.
Personalization and customization were key trends at the show, as were active lifestyle looks, unabashed luxury, futuristic shapes, prints and technologies, plus colors and prints that gave a nod to nature.
Riedel’s Sunflair, Olivia Gold, and Aubade offered an expanded range of cup sizes amid what’s been an industry-wide trend to more inclusive sizing. More brands than ever offered tops and bottoms as separates, and Fico was higlighted bikini tops in sets of three interchangeable cups of different colors and prints.
Upscale styles from five-year-old brand Nanot are “hand made in Tuscany,” and even come with a certificate of authenticity.
Botanical colors and prints made an appearance in collections including Unimar, District Margherita Mazzei and Maryan Mehlhorn. Raviolina featured nature-inspired colors in its collection.
Bold active and street looks were the backbone of swim lines at Diesel, OKEO, the surf-inspired Seangolare, Reebok and Clara Aestas.
Very feminine with a global/bohemian vibe was the overall theme at Vacanze Italiana, Bikini mi.ma and Mele. Ella Fiorella showed fringed styles with fabulous hippy-inspired jewelry. Visitors to Antica Sartoria’s large booth clamored to see the brand’s festively-tiered and ruffled sundresses and coverups.
Ilaria Vitagliano doubled down on luxury, with soft, silky metallic fabrics and jeweled embellishments. Max Mara featured elegant swimwear and cover-ups in solid colors. Elegant lines, lightweight-lingerie-quality fabrics and unique silhouettes characterized the offering at Pain de Sucre.
Runway shows highlighting key styles from MareDaMare exhibitors’ collections were held throughout the weekend. “Hippie Pop Trip” traced California’s cultural impact on swimwear from the rebellious ’60s, through the advent of Coachella and other music festivals, to the current streetwear/hip-hop era. Singers and dancers joined the models, as did a trio of bloggers who posted selfie videos from the show in real time.
Another catwalk presentation showed a preview of fabrics for summer from Antares, Brugnoli Giovanni, Innotex, Taiana and other mills. A special capsule collection of active, swim and athleisure pieces showcased the subtle sparkle and versatility of Maglificio Ripa’s new Crystal fabric made of Sensil® nylon yarn from NILIT.
One of the highlights of the fair was The Link, a catwalk presentation featuring innovative styles from finalists of the most recent MareDiModa design competition, whose purpose is to put together promising young talent from European fashion schools with real world industry players. The strategy is working: Contest winner Mattia Rainò, who attended Milan’s Istituto Secoli, is now interning at Dolce and Gabbana.