Fashion does not begin on the runway.
Long before a swimsuit appears in a campaign or a pair of leggings makes its way into a shop, designers and textile companies are already thinking about the fabrics, colours, textures and technologies that will shape them.
That world is at the centre of MarediModa Cannes, an annual trade event dedicated to the fabrics and accessories used in beachwear, underwear and athleisure.
The 2026 edition opens in Cannes, France, on October 27 and runs until October 29 at the Palais des Festivals, bringing together more than 100 collections from European companies for the Spring/Summer 2028 season.
Unlike a traditional fashion week, MarediModa is largely about what happens before the finished clothes reach the runway.
It gives fashion professionals an opportunity to discover the materials and ideas that could eventually become the swimsuits, lingerie and athleisure pieces consumers see in the years ahead.
Looking at two seasons ahead:
One of the most interesting parts of the event is just how far ahead the industry is working.
While shoppers are thinking about what to wear now, MarediModa is already looking towards Summer 2028.
Its trend programme, led by trend forecaster David Shah, explores the colours, materials, lifestyles and cultural influences expected to shape beachwear, underwear and athleisure for the season.
The 2028 trend programme is built around five creative directions, with music serving as one of the key sources of inspiration for the fashion moods being explored. One of the featured concepts, Ocean Vibes, focuses on ideas of hope, positivity, regeneration and community.
Visitors to the fair will also have access to a 2028 trend book covering key themes, colour palettes and other developments expected to influence the season.
When the fabric becomes fashion:
Although MarediModa is primarily a trade event, the finished garments will still get their moment.
The Cannes Fashion Show on October 28 will present beachwear made using fabrics from participating companies, allowing visitors to see how the materials showcased at the fair can be transformed into actual garments.
The event is also giving young designers a platform through The Link 2026, an annual talent competition covering beachwear, underwear and athleisure.
This year's competition attracted 133 projects from young designers, with finalists selected across the three categories. They will present their collections during a fashion show in Cannes, alongside the opportunity to showcase their work directly to industry professionals.
Eighty years of the bikini:
There is also a look backwards at the event, even as the industry looks towards 2028.
The 2026 edition coincides with the 80th anniversary of the bikini, which is being marked through a collaboration involving The LYCRA Company, Carvico and Jersey Lomellina.
Their “Designed to Move. Built to Last” project explores eight decades of bikini design through an exhibition featuring pieces from different eras, alongside illustrations showing how beachwear has changed with fashion, culture and textile innovation.
The project also places attention on durability, with LYCRA XTRA LIFE fibre highlighted for its resistance to factors such as chlorine, heat, sun lotions and ultraviolet light.
A special presentation combining music, imagery and technology will accompany the anniversary celebration during the event.
More than clothes:
Sustainability and responsible production are also part of this year's conversation.
The programme includes discussions around ethics, transparency, environmental responsibility and the value of longer-lasting products, reflecting a wider shift in the fashion industry towards looking at not just how clothes appear, but how they are made and how long they can last.
That focus makes MarediModa different from the fashion events most people are familiar with.
There is no attempt to simply show what is fashionable right now.
Instead, the event offers a glimpse into the work happening several steps behind the finished garment, where fabrics are developed, trends are studied, young designers are discovered and ideas for future seasons begin to take shape.
And in Cannes this week, Spring/Summer 2028 is already beginning to take form.
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