Forte dei Marmi, the new showcase for emerging brands: the Valensia project at Via Idone 6

Forte dei Marmi, the new showcase for emerging brands: the Valensia project in Via Idone 6

There is a place in Versilia where fashion does not follow the rules of the mass market, but chooses to tell stories. It is our concept store in Via Idone 6 in Forte dei Marmi, a space that this summer opens its doors to independent creative realities, selected with the same care with which we choose our fabrics. The idea is simple, but not obvious: to offer an authentic showcase to emerging brands that have something real to say, in one of the most iconic places of the Italian summer. At Valensia, in Via Idone 6 in Forte dei Marmi, we have chosen to respond with action. The first two to join the project are The Luxury Pajamas and Bini Como. Two different realities, with a common soul: quality materials, stylistic research, and a rejection of fast fashion.

The Luxury Pajamas: when Como silk meets history

The name says it all, but not enough. The Luxury Pajamas features sophisticated coordinated pieces made of Como silk, one of the most precious fabrics of Italian tradition, produced in the Como silk district. What makes these garments immediately recognizable are the prints: archival fragments that unite eras and places. Lake Como and Forte dei Marmi become protagonists on the fabric's surface through vintage-flavored images, early twentieth-century scenes, urban glimpses, and lakeside landscapes that coexist on the same silk with surprising naturalness. It's not just a garment to wear: it's a piece that tells a story of a territory, a memory, a refined and never trivial aesthetic.

Bini Como: beachwear that looks to the past to dress the present

Bini Como comes from the same Como tradition but interprets it for beachwear. Their avant-garde beachwear is inspired by the great summers of the past: that elegant, slow, and mindful bathing season that we feel the need to rediscover today. The prints speak of orange umbrellas, beach cabins, blue, and lightness. Forte dei Marmi is there, as we imagined it as children, or perhaps as we never experienced it but continue to dream of. The result is beachwear that is worn with the same pride as a collector's item. Something worth seeking, choosing, and keeping.

Why this project, why now

Who said that emerging brands cannot share an excellent showcase in Forte dei Marmi? At Valensia in Via Idone 6, we have chosen to answer this question with action. Our store is not just a seasonal retail point: it is a space designed to bring together creators with those looking for something different. From now until September, we will present other emerging brands, one at a time, each with its own story and vision. If you are in Forte dei Marmi, come and visit us. If you're not yet, start planning.

📍 Valensia — Via Idone 6, Forte dei Marmi