Milano Unica 41st Edition Records Strong International Growth

The 41st edition of Milano Unica, the premier trade fair for high-end fabrics and accessories for menswear, womenswear, and childrenswear, closed with a 10% increase in international attendance compared to July 2024. This upward trend was observed across key markets: the Netherlands (+46%), Germany (+33%), the UK (+23%), the USA (+16%), France (+14%), and Japan (+9.5%). However, China and Korea registered slight declines of -3.5% and -14%, respectively. International visitors accounted for 45% of total attendance.

The event hosted 735 exhibitors, of which 584 participated under the Ideabiella, Moda In, and Shirt Avenue segments—a 2.6% rise—with 459 Italian companies and an 8.7% increase in European participation.

Simone Canclini, President of Milano Unica, noted concerns ahead of the event due to global uncertainties but emphasized that the edition reaffirmed Milano Unica’s global leadership. Positive feedback from exhibitors, especially regarding buyer turnout and meaningful business engagement, adds cautious optimism for 2026.

During the opening ceremony, Canclini highlighted milestones from past editions and acknowledged the commitment of exhibitors, the Executive Committee, and General Manager Massimo Mosiello.

Claudio Sgaraglia, Prefect of Milan, praised a newly signed Memorandum of Understanding on legal procurement practices in the fashion supply chain. Elena Buscemi, President of the Milan City Council, conveyed support from the city and Mayor Giuseppe Sala. Matteo Zoppas, President of ICE, pointed out a challenging start to 2025 in textile exports, yet reaffirmed commitment to industry support, referencing ICE’s organization of 110 international buyers at the fair.

A special highlight was the conversation between Edoardo Zegna, Chief Marketing, Digital, and Sustainability Officer at Ermenegildo Zegna Group, and Nicola Porro. Zegna reflected on the company’s generational legacy and shift toward creating emotional and experiential value in luxury fashion, rather than simply adding new products.

Claudia D’Arpizio, Senior Partner at Bain & Company, compared current challenges in luxury to the 2008 crisis. She observed that China no longer acts as the stabilizing force it once did, citing youth unemployment and policy shifts. She identified India and the Middle East as promising but challenging markets, and noted early signs of U.S. recovery.

Messages from Vice-Prime Minister Antonio Tajani and Minister for Enterprise Adolfo Urso praised Milano Unica’s achievements. Tajani emphasized the fair’s status and the government’s commitment to competitiveness. Urso highlighted fashion’s strategic contribution—over €65 billion in revenue and €11.4 billion trade surplus in 2024—and announced upcoming initiatives including a “Protocol on Anti-Counterfeiting and Legality”, and extension of geographical indications to non-food items.

Massimo Mosiello, General Manager, celebrated the success as the result of dedicated teamwork. He emphasized efforts to enhance the experience for participants—underscored by moments like the Swan Lake performance at Teatro alla Scala—and thanked the Ministry of Foreign Affairs, ICE, Banca Sella, and Lauretana for their continued support. The collaboration with Mare di Moda was also noted as a strategic step forward.