Maredamare, the leading international beachwear trade fair, will celebrate its 18th anniversary with a record-breaking edition from 19–21 July 2025 at the Fortezza da Basso in Florence. This milestone year promises over 250 collections, expanded exhibition areas, dynamic runway shows, and a packed programme of workshops and networking events, underscoring its reputation as a vital industry meeting point for European and international markets alike.

The 2025 edition will spotlight Spring/Summer 2026 collections presented by the most influential brands, providing buyers and professionals with an invaluable preview of key trends. Strategic growth in international buyer attendance has transformed Maredamare from a local showcase into a globally recognised platform. Top-tier buyers are expected from the United States, Canada, Ireland, Kazakhstan, Russia, CIS countries, and across Europe, thanks to support from the Italian Trade Agency and international partners such as Fashion Sfera.

Among the unique features returning this year is Fuordacqua, the nationwide initiative bringing Maredamare’s creative spirit into retail spaces across Italy. This project, launched in 2023, now serves as a network of events designed to strengthen connections within the retail ecosystem and promote an authentic beachwear culture, culminating in two special evenings during the Florence fair.

Sustainability will again take centre stage. Maredamare, certified ISO 20121 as a sustainable event, will highlight brands with collections featuring recycled materials, low-impact production, renewable energy, supply chain traceability, and circular economy approaches. An easy-to-navigate infographic will guide visitors towards these responsibly produced collections.

Trend forecasting remains a strategic resource for exhibitors, with SS26 insights summarised into eight macro themes covering colours, materials and silhouettes. These will be showcased at a dedicated area at the fair, while Nello Marelli will host a practical session on Sunday, 20 July, helping attendees apply emerging trends to real product strategies.

The 2025 show will also offer a robust schedule of talks and educational content, along with continued collaboration with CNA Federmoda. Finalists from the “Professione Moda Giovani Stilisti” contest will reveal their beachwear designs on Sunday, 20 July, in a fashion show titled “Back To The Future_2026”. Other partnerships include Milano Fashion & Jewels, ILB – Italian Lingerie & Beachwear Consortium, and MarediModa, strengthening Maredamare’s role as a vital connector in the supply chain.

“Maredamare has evolved into much more than a trade fair,” said Raffaella Petrossi, General Director of Underbeach. “Today, it is an international platform that connects ideas, people, and markets, giving the industry a concrete chance to grow with a global vision.”

www.maredamare.eu