Intimo più mare n° 196 - Luglio 2014

ENGLISH TRANSLATION
Blanca, Lepore Swimwear and The Bikini Lab -, L Space, the brand
designed by Monica Wise, and Philyq, the latter two present with
their local agents. Other new entries include brands such as Lingerie
La Nouvelle, making its debut at Mode City, Red Point from Spain,
Soloblu from Italy, and the luxury brand, Jode London. The continent
of Asia will be represented by Ines Klim, a premium collection
boasting sumptuous materials, while the Caribbean will be on hand
with Calipige, created by two talented sisters from Martinique. Fresh
and youthful, Cheekfrills, briefs and tank tops sold in handy little
“weekly” packs. A special focus will be put on the men’s realm with
the Super Heroes section, encompassing a dozen collections out of
which the most outstanding novelty is represented by Okun, a new
brand inspired by the continent of Africa. The Brand Focus this year
features as protagonist la Maison Lejaby, while the designer of the
year is Melissa Odabash, a former fashion model who has become a
beachwear designer and whose collection can be found in fully 50
countries around the globe, a favorite of such glamorous celebrities
as Kate Moss and Gwineth Paltrow. No fairgoer will want to miss the
informative workshops and conferences, organized as usual over the
course of the three days of the fair. This year, however, in addition
to the already mentioned focus on the USA and Canada, they will be
discussing the new digital age (an initiative handled by Fred Carlin),
exploring three Asian countries (South Korea, Japan and Taiwan,
managed by Eurovet) female Chine consumers (Ubifrance), future
prospects for retail (featuring as speaker, Valérie Charier, from Créations
Lingerie), fibers (Dominique Demoinet) and, of course, trends
(with the partner style offices). La Parenthèse Enchantée is the name
given to the big party which will be thrown on 6 July at the Musée
des Arts Forains, a lovely private museum which will accommodate
exhibitors, buyers and the press. Once again this year they have
scheduled, Absolute Summer, to be held on the terrace of pavilion
1; it will welcome the general public in order to provide exhibitors
an opportunity for illustrating the special characteristics, fine quality
and fashion contents of their products.
When it comes to Interfilière, Laurence Nerée is expecting a full house
of fabric manufacturers, garment makers, fabric treatment experts
and embroiderers. Fully twenty new exhibitors will be on hand, from
Portugal, Egypt and Turkey for lace, the Bulgarian company, Delfina,
specializing in prints, and for the very first time Invista, which is moving
over from Mode City to Interfilière (to be precise, it will be located
in an intermediary zone between the two fairs). There will also be in
attendance the Korean specialists in seamless technology, Sylon, and
Tunisia’s Al Salora. When it comes to general impression gathered
from among the exhibitors, the focus this year is on the texture of the
materials; softness has become indispensable, even when it comes
to the accessories, like the elastic bands. And digital printing has by
now established itself as a must, combining fine craft-based skills with
state-of-the-art technology. Another very powerful trend is recycling,
stirring a great deal of interest on the part of practically all the exhibitors,
along with the production of sustainable materials and a genuine
concern with safeguarding the environment. An primary example of
this attitude would be Invista, which is introducing a new fiber 60%
of which is composed of renewable materials obtained from corn.
The Forum Generale, set up and displayed by Jos Berry to resemble
a gallery of art, is featuring the four leading themes for the autumnwinter
season of 2015/16: Wuthering Heights, a story brimming with
romantic resonance, rich colors and sumptuous fabrics; Bloomsbury,
the theme of the English intellectuals, of the legendary Virginia Woolf,
featuring sophisticated artistic references; Beatrix Potter, dreams and
fantasies of ethereal fabrics and delicate nuances; David Hockney,
the world of bold colors and art movements, lime Impressionism. This
edition of the Interfilière trade show is concentrating on fibers, with a
full immersion in the materials, in their use, their production and how
they should be selected. A Forum presents all the outstanding products
featured at the fair. The big news at Interfilière this time around is
the fashion show of 20 prototypes, another initiative ably handled by
Jos Berry. In collaboration with Paola Maltese, Berry has also been
responsible for the Live Trend Book, a look at the beachwear sector,
created with the support of the manufacturers specializing in printing.
IMMAGINE ITALIA & CO. BY MARE D’AMARE
A MULTIMEDIA FAIR
All the news of the seventh edition of the Italian beachwear fair
increasingly digital and fashion-oriented
In its first seven years of life the Florentine exhibition Mare d’Amarefrom
this edition Immagine Italia & Co. by Mare d’Amare- has been
in constant evolution and has contributed new initiatives from year
to yea. Also for this 2014 edition, scheduled for July 26 to 28 at the
Fortezza da Basso, there are several new projects initiated by the
organization, supported by the sponsor Invista, which aim to make
this event more accessible and enjoyable by Italian and foreign buyers.
Immagine Italia & Co. by Mare d’Amare, the new course
Thanks to the agreement between Toscana d’Amare and the Pistoia
Chamber of Commerce, the organizer of Immagine Italia, the fair
Mare d’Amare becomes Immagine Italia by Mare d’Amare, while
maintaining its focus on beachwear and accessories. The idea is to
create a single platform to promote initiatives in the domestic and
international market, but to also give a signal of compactness, and allow
for new forms of communication in Italy and innovative projects for the
promotion and consolidation in the most interesting foreign markets.
Let’s go Digital!
The focus of this edition is on digital technologies, which allow the
hall to be visited virtually so that the fair becomes more appealing,
especially after the event is over. It also focuses on the integration of
communication that takes place through the newsletter, website, and
on social networks, so that everything is shareable and more engaging.
The exhibition’s app, downloaded on smartphones and tablets,
enables the user to get all the information about the event and to be
alerted shortly before the start of the shows. We discuss this in detail
in the section dedicated to Digital with Gianluigi Peana from EGO
Communication, who worked on Mare d’Amare’s implementation of
digital technology.
The runway veering towards fashion
The fashion shows are one of the cornerstones of Mare d’Amare
since the first edition. Starting from this edition the collective fashion
shows will be organized according to the season’s trends, developed
by a famous style bureau, and not with the output of the individual
brands as in the past. The personal runway is dedicated to Group
Stress, which shows collections of its well-known brands Domani,
D.J, and Atlantique. Mare d’Amare continues to follow closely with
the young talents of beachwear, to whom it dedicates the fashion
show Ondanomala, that bring their creations to the catwalk. Another
event not to be missed is the fashion show of the prototypes with the
premier of fabrics for summer 2016. All the details are narrated by
Stefano Bini of Elevent in the section Fashion Show.
An eventful outside exhibition
The Florentine festival is not identified exclusively with work, but also
by a perfect mix of business, information, culture, and recreation.
And also in this 2014 edition, as in the best tradition, strictly professional
moments join together with a series of happenings of beauty and fun.
Some of the most beautiful locations in Florence were chosen for the
events for visitors, exhibitors, and the press so that they can spend
pleasant moments of relaxation with the addition of cocktails, dinner,
and dancing. “Entertaining and intriguing guests- says Alessandro
Legnaioli - is equivalent to making their experience at the shows most
complete, fun, and unforgettable. After all, dinners and after-show
parties are well suited to the idea that beachwear, which is the star of
the show, suggests carefree holidays. An exceptional museum such
as the Bargello is host to the gala show on Sunday, while on Saturday
evening, the organization has chosen to do a carefree party in one of
the coolest sites of the city. For a detailed list of the events related to
the exhibition, as well as the local events in Florence in conjunction
with Mare d’Amare, please refer to the Must Do box on the next page.
In show
Excellent debuts of new collections, new products, redesigns, new
firms; and then the new entry and comebacks. Collections, trends,
fashion shows, social, and much more: do not miss Mare d’Amare!