15/01/2019 – MarediModa Cannes — auf Deutsch lesen
A win for athleisure
The 17th MarediModa international trade fair was a great success, according to its organisers, exhibitors and visitors.
From 6-8 November 2018, more than 3000 buyers, mostly from Italy, Spain, the UK and Germany, visited the Palais des Festivals to learn about trends for summer 2020 for bathing, lingerie and athleisure fabrics and accessories, presented by 110 European suppliers.
“It was a success in every respect,” said MarediModa’s President Marco Borioli, summing up the event. “It confirmed the benchmark position of this fair for the top end of the market. The athleisure section in particular – an area in which we have invested a lot of energy and effort in the last two years – continues to grow, confirming the trend towards a hybrid mode where various different types of end-use can be mixed together.” The president also emphasised the palpable success not only of the fair and the quality of the collections on show, but also of the fundamental market analyses, the trend presentations and above all the informal and friendly atmosphere that was felt by all those involved.
“The future lies not in colours and styles, but in yarns and fabrics,” says David Shah, a trend researcher and trend expert for MarediModa. In his view, technical fibres are clearly on the rise. This is confirmed by Judith A. Russell, Global Marketing Strategist for Nilit Fibers America. “Our new product Sensil, made of nylon 6.6, was developed for activewear, to meet the highest demands in terms of performance, comfort and quality.” For Nilit, activewear also includes swimwear and lingerie. “Sports bras that offer maximum support, without sacrificing softness, comfort or shape. Leggings with a support function that invigorate the legs and bring them back into shape. Underwear that acts like a second skin to provide warmth in cold weather and a cooling effect when it’s hot.”
The benefits of man-made fibres for swimwear were also extolled at the fair by Lycra, in particular for the way in which they retain their shape and are superbly resistant to chlorine and to the risk of damage from sun lotions, heat and the effects of frequent use.
“The trend towards hybrid fashion is tearing up and changing the old ways, in a positive sense,” says Shah. “Athleisure has opened up Pandora’s box to blend activewear with leisurewear. Through the use of high-performance fibres and fabrics, designers have many more possibilities.” And the customers themselves are joining in, with ‘cross-dressing’. “During this extremely hot summer,” says Shah, “bathing fashion – that is, one-piece swimming costumes – was combined as a matter of course with skirts and jeans, and worn to work.”
You can read the whole trade fair report in our next print edition textile network 1-2/2019 with publication date January 28, 2019.