Marella steps into beachwear with Area B

Marella, the contemporary label of the Max Mara Fashion Group, is set to enter the beachwear segment through a licensing agreement with Italian specialist Area B, marking a double milestone for the brand: its first licensed category and its debut in swim and resortwear.

Beyond the product itself, the move reflects a broader evolution in how contemporary fashion labels approach expansion. Rather than internalizing production, Marella is choosing to rely on a partner with established expertise in a category defined by technical specificity and distinct distribution channels.

Based in Padua, Area B has built its reputation over more than two decades, developing and distributing beachwear and underwear collections for a portfolio that includes Palm Angels, Trussardi, Iceberg, Philipp Plein and Bikkembergs. Its role in the partnership will be to translate Marella’s aesthetic into a category where product development, fit and seasonality follow their own rules, while ensuring access to an already structured international network.

Positioned in the accessible contemporary segment, Marella has progressively evolved beyond its ready-to-wear roots to embrace a more lifestyle-driven identity, a direction further reinforced since its integration into the Dedimax division in 2023.

Set to launch in April 2027, the first Marella Beachwear collection will be distributed internationally through monobrand boutiques, wholesale partners and online channels, opening a new chapter in the brand’s development, at the intersection of fashion and specialized expertise.