MarediModa Cannes holds 2026 volumes flat as buyers return to planning

MarediModa Cannes closed its 24th edition on 29 October 2026 with activity in line with the previous year, and organisers read the flat result as a signal that European beachwear, underwear and athleisure buyers have started planning for future seasons again.

The fair ran from 27–29 October 2026 at the Palais des Festivals in Cannes and gathered leading European manufacturers of fabrics and accessories for beachwear, underwear and athleisure. More than 100 collections for Summer 2028 were on show, covering textile design, material innovation and performance developments.

What did the organisers report?

Despite continuing geopolitical and economic uncertainty, MarediModa reported no decline in overall activity compared with the prior year. Organisers noted a more focused buying approach: visitors paid greater attention to collection development, material selection and planning for future seasons.

Claudio Taiana, President of MarediModa, said the figures point to a gradual return to confidence after a period of stagnation.

"We had expected this edition to mark an acceleration after a period of stagnation linked to the international geopolitical situation. The figures are consistent with a return to programming and planning, reflected in more considered choices, closer examination of collections and a positive, vibrant atmosphere," Taiana said.

He also stressed the show's role in promoting European textile manufacturing, pointing to its combination of technical expertise, product quality and creative development.

What was new at the show?

The 2026 edition introduced the inaugural Cannes Fashion Show, a format designed to demonstrate the creative and technological potential of fabrics through finished garments. The catwalk presented prototype garments made from materials supplied by selected exhibitors, showing buyers the fabrics' performance characteristics, construction possibilities and visual qualities in application.

The fashion show sat within Flash!, a MarediModa initiative that uses photography, video and contemporary visual storytelling to present textile collections in new ways. At its centre sat a mini-collection produced by the ISGMD workshop using selected fabrics from participating manufacturers, connecting textile innovation directly with garment development.

The initiative reflects a broader shift in textile marketing: manufacturers increasingly want to communicate functional and aesthetic value beyond conventional swatch presentations.

What are the SS28 trend directions?

Trend specialist David Shah developed the Spring/Summer 2028 forecast, identifying five creative directions for beachwear, underwear and athleisure. The themes draw on music, digital culture, personal identity and the evolving relationship between fashion and technology.

• Hyper — hyperpop and digital culture; glossy synthetics, transparent fabrics, mesh, lace, reflective surfaces, metallic laminations and holographic effects; hot pink, acid green, electric blue and ultraviolet set against icy pastels and chrome silver; body-conscious silhouettes against oversized sportswear shapes.
• Chill — authenticity and comfort shaped by indie and alternative music cultures; checks, stripes, florals, batik, tie-dye and block printing; slub yarns, rib knits, soft jersey, fleece and terry; cotton and linen-inspired materials; muted shades of honey, peach, chocolate, wine and soft blue.
• Hot — Latin rhythms, dance and theatrical glamour; tropical florals, animal prints, embroidery, beads and metallic finishes; fluid jersey, satin, lace and sheer materials with pleating, ruching and draping; saturated reds, oranges, pinks, purples and gold; corset-inspired structures and adjustable coverage.
• Flow — the most material-relevant direction, examining how natural systems, advanced materials and functional design converge. Influenced by electronic and minimalist music, it explores what MarediModa calls 'next nature': experimental bio-based textiles derived from mycelium and cellulose alongside high-performance synthetics built for comfort, durability and wellbeing. Pale clinical tones, mushroom shades, moss greens and earth colours, sometimes with metallic or rubberised finishes.
• Bang — hip-hop, rap and activist culture; oversized typography, slogans and bold geometric graphics; structured spacer fabrics, padded and quilted constructions, coated surfaces and leather-effect finishes; black and white foundations with red, yellow, aquamarine, blue and purple.

What does this mean for sourcing decisions?

For European fabric mills, the forecast gives a framework for developing colours, finishes, constructions and performance characteristics for Summer 2028. The Flow theme in particular signals growing buyer interest in materials that combine technical performance with responsible development, including bio-based inputs such as mycelium and cellulose.

MarediModa has published the full Ocean Vibes Summer 2028 trends research for download, and the show positions itself as an international meeting point for the beachwear, underwear and athleisure supply chains.

The sourcing takeaway: flat order-side activity in Cannes, combined with buyers returning to forward planning, suggests European mills can commit to SS28 collection development now — with material innovation and responsible fibre choices as the main differentiation levers.

By Grace Kim