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Traditions

Shopping at the historical market of Forte dei Marmi

Written by Valeria Bonacci, 23/04/19

This location is a much sought-after tourist destination since ancient times. Forte dei Marmi is the most glamorous center in all of Versilia. Not only does it have golden beaches, sumptuous villas surrounded by greenery, gardens and vegetable gardens, but is also responsabile high fashion trends. This is thanks to the numerous open-air boutiques which are synonymous with elegance and quality and the make Forte dei Marmi an absolutely unmissable place to visit.

The location is framed by the Apuan Alps and famous for the marble trade that comes from the imposing mountain. It is known throughout Europe not only for its dreamy beaches, but for the street vendors of Forte dei Marmi and the historical market which is synonymous with trend and refinement for over half a century.


The Forte dei Marmi Market

This market is loved by VIPs, invaded by tourists, and appreciated by the locals. The Forte dei Marmi market is named after the city of Versilia where it was born and takes place every summer in the center of Piazza Marconi.

It’s a stone's throw from the sea and surrounded by a pine forest that provides a pleasant coolness. This historical market is known throughout the Peninsula for the unquestionable quality of the items offered: from footwear to clothing, from lingerie to costume jewelery, from leather goods to cashmere up to pret a porter and jeans.

It is a market with real open-air boutiques that give this luxuriant town a further touch of style. Which woman wouldn’t want to lose herself through the markets that contain merchandise that is labeled with the excellence of Made in Italy? This market is famous all over the world for its refined fabrics but also for the precious handicraft products found there that are made by Florentine craftsmen.

The consortium of street vendors in Forte dei Marmi

In 2002 several merchants that were promoting the elite market in the historical town square joined a consortium with the idea of expanding their open-air boutiques outside the city of Forte dei Marmi. Thus the consortium "The ambulants of Forte dei Marmi” was born. The singular stands located throughout the city joined together and moved to other municipalities in central Italy in order to reach their most loyal customers.

In order to keep up with the times and the latest trends,"The ambulants of Forte dei Marmi" have also implemented online sales and created a dedicated e-commerce so you can shop from home.

Of course visiting this market in person is a whole other story - between a swim in the clear waters of Forte dei Marmi and an aperitif in the center! So mark your Calendar to visit the most chic market in Italy on Wednesdays (from 8am to 1:30pm) and Sundays at the same time.

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