Maredimoda witnesses interest in Europe-produced clothing

November 19, 2014 - France

The just concluded 13th edition of swimwear and innerwear centric fashion event Maredimoda highlighted the growing popularity of Europe produced quality clothing.

Aimed at promoting European creativity, textile culture and excellence, the soiree witnessed a renewed interest among big- and middle-size businesses in buying European quality fabrics and a considerably reduced interest in outsourced productions.

The growing unsuccessful experiences and unsure business reliabilities in the east combined with a new-found awareness about unethically produced fashions in the eastern world among the end consumers have prompted the leading brands to reconsider their sourcing system as well as fix priorities in business strategies.

Held in Cannes, France, the event recorded a 5 per cent rise in visitors, which came from nations like to Italy, France, Spain, Germany, US, Russia and Turkey, compared to its previous edition.

While commenting on the success of Maredimoda, the president, Marco Borioli, says “It was a very lively edition –– capable of embodying and rewarding both the concept and mission of the fair, in defense of creativity and Made in Europe to finally represent a quality industry which is also in defense of the highest quality standards.”

“Based on a quite focused work carried out over the last years in view of market expectations and also following a no-longer sustainable full-scale standardization of poor products that has caused many brands to come back to European quality producers, we today represent the only reference point for beachwear, underwear and swimwear. In brief, the new direction originates from the low-cost product saturation,” he elaborates.

Apart from the Summer-2016 lingerie and swimwear showcases from European producers, the three-day event also hosted forums and The Link 2014 contest prize ceremony which recognizes the most talented fashion designers from European schools. The competition winners were Lara Bui Marelli (for beachwear) from Nuova Accademia di Belle Arti in Milan and to Inge van De Ven (for innerwear) from Artez Institute in Arnhem. (PB)