Tailoring, cocooning, a new floral style, and a strong emphasis on the pop graphics of the Eighties.
Just a few weeks before the start, Maredamare (the international beachwear fair to be held in Florence from July 20 to 22) is unveiling the beach trends for the summer of 2025. We discover a renewed expressive force that leaves behind the uncertainty of past years to appear exuberant, enveloping, and at times didactic.
The trend forecasting, curated by Nello Marelli, one of the leading experts in the field (Vice President of IACC Italy and renowned “Color Designer”), provides visitors to the fair with a clear idea of the style directions of the sector. This will be supported by a special setup at the fair, thanks to the collaboration with Style-3d. An interactive journey will take guests by the hand through the discovery of the signs and symbols of summer 2025.
Themes for Summer 2025
CONTEMPORARY TWIST
A tribute to inclusivity, uniqueness, and respect for one’s body, even if imperfect. A sort of tailor-made beachwear where the lines follow, detail, and enhance to seduce. The aesthetic is classic and simple, at times reminiscent of the Twenties style, with a skillful emphasis on black and white contrast, sometimes moved by drapes and folds that recall the Greek figurative school.
A MODERN BOHEME
A bohemian, romantic, and seductive atmosphere welcomes exotic prints enriched with precious accessories that illuminate the outfit with bold glows, while twisted ropes, tubular straps, and highlighted artisanal details provide refined uniqueness in care. Sophisticated color combinations follow the same rule of matching primary and secondary tones but desaturated for ethnic hues, elegant floral motifs from Indonesian art.
KAWAII CHIC
A measured, whispered aesthetic that takes off with the sentiment of the new generations, where the dissonance between old and new changes the rules of style grammar for a new and sophisticated language. Here live signs of the past, of the handmade with care. Applications, ruffles, crochet details bring back a homely charm and a sense of uniqueness. Everything is measured, calibrated, like a pastry recipe. Simple and familiar textures, fabric surfaces that recall nature, sand dunes, ribbed jerseys, tubular knit fabrics, models are simple and comfortable, with neutral and “make-up” colors.
ESPRIT ATHLETIQUE
All the energy of a vitamin-filled summer. Color block, cuts reminiscent of surfwear but proposed in a “cool way” with a technical and technological heart, sporty attitude without excesses and compromises. The fabric takes center stage and allows strong play with performing base layers and second layers. Femininity takes on a brighter, energizing, and Eighties pop color. The design is ergonomic, focused on the body lines to enhance its shapes.
