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Holidays in Forte dei Marmi, 10 brands for relaxed shopping with a taste of the sea

July 10, 2022
4:00 AM

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The time of summer holidays has officially begun. Many of you will surely have already booked a week, or more, in the favorite destination – or are in the imminent intentions to do so – to escape from the city heat and to unplug from work and daily routine. We suggest the most popular locations, those also famous for the style and glamor of the travel souvenirs that you can take home with you.

After Capri And Ibiza it’s the turn of Forte dei Marmi, the destination of the Italian jet set par excellence, brought to the fore in the 1980s by the film Taste of sea starring Jerry Calà and Christian De Sica.

A scene from the film Taste of sea of 1983

But the flagship town of Versilia is not only synonymous with fun and lightheartedness, made internationally attractive also thanks to the famous La Capannina nightclub. Famous for its immense beaches, with huts large enough to accommodate large and comfortable loungers for relaxation, Forte dei Marmi is synonymous with relaxed and chic stylein pure spirit Sweet life.

Even Susanna Agnelli, in 1975, dedicated her book to this destination We dressed in the sailor’s style, the autobiographical work in which he recounts his childhood and the summers spent in Forte dei Marmi, where he spent time on the beach or in trendy clubs to the sound of loose dresses and cashmere sweaters. Fashion that has adapted to current trends over time, as it often demonstrates Chiara Ferragni, who spends his weekends with his family in Forte dei Marmi. The influencer teaches us that, to look like a local in Versilia, just combine a pair of shorts with a white shirt, left open over the swimsuit, and a pair of practical slippers to whiz from the beach to home by bicycle, on the famous slopes. cycle paths that connect Forte to Pietrasanta and neighboring villages.

Forte dei Marmi, during the pandemic, has also become a meeting point for novice surfers. Of course, the Versilia sea will not boast waves of the caliber of Portugal and California but its gentle current, near the Pontile, is a great start for those who want to become familiar with the surfboard. And those who practice this sport love to wear relaxed looks, combining hyper-colored necklaces, trikinis and denim shorts with the classic Forte must-haves, such as wide dresses up to hairy slippers and impalpable cashmere sweaters (to buy now already thinking about ‘Autumn).

So why not replicate this style in the city, once you return from the relaxing weekend? In fact, getting lost in the streets of Forte dei Marmi, or among the market stalls on Wednesday and Sunday, will make you want to dress local and go home with a silk cotton kimono, a pair of handmade slippers or a bag. for the sea in Versilian style.

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Among the unmissable events of this weekend at the Forte dei Marmi Market, in Piazza Guglielmo Marconi – marked on the agenda for Sunday 10 July – is the Shaft Jeans van, the denim brand born in the late sixties that, during the day, will sell its archival pieces from the last 20 years in a fire-red vintage Volskwagen. From the iconic flared trousers to the flare and boyfriend models, also characterized by animal prints, handmade embroidery and flashes of eccentricity, the brand aims to create an experience that praises the circular economy, right in the most loved market from the Italians.

The Shaft Jeans van, present at the Forte dei Marmi market, in Piazza Guglielmo Marconi, Sunday 10 July from 8 to 14.30.

And while it’s true that a great way to get to know a place well is to go to local boutiquesthese suggestions of ours will turn you into real local in Forte dei Marmi. Now you just have to discover the ten brands made and sold exclusively in the town’s boutiques, which we tell you about in the gallery below.

Other stories of Vanity Fair that may interest you:

– Holidays in Ibiza, 10 brands for hippie-chic shopping

– Holidays in Capri, 10 brands for glamorous shopping

– The sweet lifeon the beach with all the style of the carefree 60s

forte_forte loves Parma water

The brand born in Thiene inaugurated its first store in Forte dei Marmi in 2021. For the whole summer season this year it branded Bagno Alpemare, owned by the Bocelli family, together with Acqua di Parma. With the olfactory brand he has also created a dedicated capsule collection, which can be purchased right in the shop in Piazza Tonini 13, at the Forte. Throw some silk, aquamarine blue and butterfly print into your summer wardrobes.
Versilia innovation

Among the accessories most loved by the locals of Forte dei Marmi there is a large bag, preferably in natural jute and with fringes. A summer bag where you can put all the beach necessities, which the inhabitants of the Fort buy in the historic home linen shop, in via Carducci 9.
Pinotti

A cashmere sweater is one of the essential purchases in Forte dei Marmi, even in summer (thinking about the autumn wardrobe). If you can’t go through the Forte dei Marmi market, the Pinotti shop in Piazza Marconi 89 is the place to go. Its history began in 1963, and today it is in its third generation of artisans. Here the cashmere hooded sweatshirt, a must-have in the wardrobe of the Fort’s locals.

Elisabetta Panerai

It will seem a bit weird fashion to show off hairy flip flops on your feet. Yet in Forte dei Marmi you cannot fail to buy at least a couple. The originals are from the brand specializing in fur garments and accessories, which has been working in high fashion made in Italy since 1984 and which every Sunday attends the famous Forte dei Marmi market, as well as having a boutique at number 14 in via Giuseppe Spinetti.
Kose Rose

The most glamorous shop in Forte dei Marmi, which was born almost as a joke 20 years ago from the idea of friends Stefania and Michela, aims to offer a selection of unique garments and accessories, which cannot be found elsewhere. But don’t be fooled by the name, the shopping selection isn’t all pink. Indeed, to stand out, there are dresses for the beach so chic that you can wear them until dusk, and embroidered and hand-painted garments with the icons of Versilia.
Ribes of Love

This brand born in Versilia is the third generation of merchants of the Fioroni family, and was born in 2013 as a traveling boutique in the Forte dei Marmi market. Each product is limited edition, because it is handmade, and for this reason it is recommended to arrive early in the morning at the market to see the entire collection created during the week. Unmissable, among the souvenirs of your holiday in Forte, is a “surfer” necklace, decorated with heishi beads in polymer clay and with a final tassel, which can be worn with a double loop or with a knot around the neck.

Glamor in Rose

For over ten years this shop in via San Marco 1 has been a true fashion destination. Here you will find a selection of the most glamorous brands of the moment, as well as products made by the brand itself. Like the handmade slippers, with crossings and weaves, studded with rhinestones.
Dior

The corner of the Maison, in the flagship store for brand fans in Forte dei Marmi, Fiacchini, at 16 via IV Novembre, is a hymn to beach life. Here, exclusively, the Dioriviera garments are on sale, the capsule designed by the creative director of the brand Maria Grazia Chiuri, conceived with the aim of giving lightheartedness in the summer with iconic prints and marine tops, with the names of dream destinations.
Pink Memories

Elegance and sensuality, expressed through the fluid mixing of lace with silk, are the ingredients at the base of the shop at number 9 in via Stagi. The brand’s goal is to enhance feminine shapes, emphasizing them with petticoats and outerwear in light cashmere, without constraints on combinations. Here one of the most loved and flaunted items at the Forte, the long poncho with lace border.

Mauro Volponi

Impossible to be in Forte dei Marmi and not give in to a Volponi shoe, the brand created in the seventies by Mauro Volponi, who died in 2019. In his renowned boutique, in via IV Novembre 9, it is possible to stock up on shoes of all kinds, from sneakers to camperos, up to outerwear and bags.