The ninth edition of Maredamare, the Italian beachwear trade fair, was held on July 23-25, 2016, in Florence, Fortezza da Basso, and hosted 200 brands, the most qualified in the field worldwide which will offered a preview of 2017 summer beachwear and accessories collections.

If you missed the event, here is a preview of the beachwear fashion trends and novelties for Summer 2017.  An in-depth investigation carried out by the trade fair Maredamare in collaboration with the “trend researchers” 5FORECASTORE, whose design guidelines have been drawn within the worldwide framework of the sector by focusing on drawings, cuts and cutting-edge materials.

Four Key Themes Will Feature 2017 Summer:


Bourgeoise will introduce a genuine femininity. The sexy and sophisticated, adult and mindful style on one hand will be compensated by a more relaxed and lighthearted charm on the other. The mood stems from the French high-society scenario with garden and poolside parties, as typical of the burgeois camping environment. A pop, ironical and elegant touch is also added to take us back to the ‘60s up the ‘90s.


Flamboyant instead will be featured by the longing for spontaneity, against more and more standardized fashion, while delivering a happy, lively, generous, lush and exuberant combination of materials, colors and prints, inspired by the spirit and energy of the countries in the Southern hemisphere. The “do-it-yourself” art, as well as the creative recycling and the richness of the “hand-made” have made us recover ancestral techniques and primitive graphic patterns.


Impression has originated from the idea of psycho-physical wellness: serenity will be the new state of mind that will encourage a more modern and active lifestyle. The human skin is the basic element for a style that comes closer and closer to the underwear and sportswear universe, while generating a hybrid between underwear and swimwear, something like ‘swintimates’. The four senses are explored along with a special attention devoted to the biological nature of things which will translate into pure and essential forms as well as materic textures. The sea is the ideal place for the game of lights and shadows and for the water with its iridescent surface.


The going will get tough with Survivalist, a fancy, futuristic and artificial atoll where we will land after a painful and heavyhearted trip: diving first and escaping to surface afterwards. The inspiration comes from water, the design looks both into future and its futurible dimension and the aesthetics is army. The sea and its mysterious depth to be explored, becomes an occasion to reinvent ourselves and to survive.