Trade fairs and fashion shows, Milan heats up the engines for the September test

Although the 'short term' coincides for many - also for Andrea Guerra, Prada Group CEO, who said so on the conference call after the half-yearly report - with the summer holidays, there is little more than a month to go before a decidedly hot September for fashion in Milan. A month during which, between fairs and fashion shows, the collections for spring-summer 2026 will be presented. Which, having (sadly) filed away the idea of a recovery in the second half of 2025, could be the real test for the sector.

It starts with what might seem like a step backwards, but is actually the result of contingency: at the Fiera di Milano-Rho, work is underway on the halls that will host some of the Olympic disciplines during Milan-Cortina 2026 (including ice hockey and ice skating) and, as a result, the trade fairs that have been offered in a unified version since Covid will be spread over several dates for logistical reasons. The calendar of trade fairs starts with Micam and Mipel, events dedicated to footwear and leather goods, taking place from 7 to 9 September. Micam celebrates half a century of activity with its 100th edition that will welcome more than 1000 exhibiting brands from 50 countries. On the occasion of the anniversary at the opening there will be the cancellation of the ordinary postage stamp belonging to the themed series "Le Eccellenze del sistema produttivo e del Made in Italy" (The Excellence of the production system and Made in Italy), but on the agenda there are also appointments dedicated to the future of footwear: between ecommerce and artificial intelligence. On the same days (and spaces), the 128th edition of Mipel will be held, dedicated to bags and small leather goods with a focus also on new and emerging trends.

For the other events, as already mentioned, we will have to jump ahead a few weeks: from 20 to 23 September, Fiera Milano-Rho will host a revamped version of Milano Fashion&Jewels, with over 600 exhibitors, 50% of whom from abroad. This edition will be enriched by two special areas: the first is TheOne Milano, the ready-to-wear and fur fair that will be "absorbed" by Milano Fashion&Jewels; the second is Ready To Show, a space dedicated to private label with collections of clothing and fashion accessories ready to be customised even by retailers facing new challenges. Immediately afterwards, from the 23rd to the 25th, is Ready To Show, a reference event in the tanning sector.

Then, from 23 to 29 September, Milan will host the Milano Fashion Week dedicated to women's collections. At the moment, 55 physical and four digital fashion shows are planned, concentrated, as has become tradition, on the last day of the calendar. Diesel will open the dances, but some important debuts will mark the event: those of Louis Trotter for Bottega Veneta and Simone Bellotti for Jil Sander. Gucci (which also lost 25% of its revenues in the first half of 2025, around €1 billion compared to the first half of 2024, already in decline) will instead unveil the first collection of its new artistic director, Demna, in apparent contradiction with what the creative director himself had said about a short movie for the presentation of his vision of the brand, with the possibility of purchasing some pieces in ready-to-buy mode. Then, on Sunday 28 September, there will be the celebration of 50 years of the Giorgio Armani maison, which will close the physical shows. The same days will also see the new edition of White, an exhibition dedicated to contemporary fashion, scheduled as usual in the Tortona area with an important focus on retail.