Maredamare, the international beachwear fashion show to be held in Florence July 22-24, unveils a preview of the four major trend themes that will characterize summer 2024. The style directions have been fine-tuned with a great deal of forecasting work shared with the leading brands of the next edition. Sporty, retro, luminescent and artistic. The swimsuit is increasingly proposed as a privileged communication tool as well as containing energy and joie de vivre by vocation. Increasingly important and distinctive is the use of technological fabrics that combine fashion and function, fashion and function, that guarantee excellent fit and durability even in contact with chlorine and sunscreen. Surfaces are becoming more and more hi tech, three-dimensional, glowing with light, hosting prints that are works of art. And finally, they bring into focus the theme of sustainability that has pervaded this sector as well, stimulating fiber and fabric companies to take a different approach even for swimwear, which historically seemed the most distant, by construction, to the green attitude.
SPORTY 90’S
Fashion and function. All the energy and exuberance of crossover garments between beachwear and surfwear, revised with the latest technologies. Functional cuts that emphasize the silhouette, bold colors and pop for a look that winks at sunny California beaches.
RETRO REBOOT
Neoclassical harmony for a proposal that looks to beachwear classics with fit and comfort at the center without neglecting contemporary standards. Careful research from the 1950s to the 1980s updated in an inclusive and never stereotyped mood.
SPARKLY SUITS
Gleams and luminescences. Costumes that light up with the sun and also suitable for social occasions after the beach. Lurex inflames the bases, applications mark the movements for a proposal at once ironic and elegant.
ARTWORK AFFAIR
Artistic, never predictable graphics cut surfaces and determine their movements. Swimsuits as true works of art are canvases to be framed. Postmodernism and pop live contaminating each other in an organic and refined semiotics.
