MILAN FASHION PROGRAM
From Milan’s most influential stages to the heart of the industry, the program elevates your brand — transforming visibility into positioning and encounters into enduring recognition.
INNOVATIVE
SHOWROOM
PROGRAM
About Milan Fashion Program
Milan Fashion Program is a 6-month exclusive initiative designed for 5 selected brands determined to establish themselves at the core of the fashion system.
It is not a traditional showroom, but a dynamic framework that blends pop-up stores, press days, B2B activations, and curated experiences during Milan’s key moments — from Fashion Week to Design Week and beyond.
The program connects brands with the right networks: leading fashion magazines, buyers, influencers, and industry insiders who define what deserves attention.
Over six months, products gain visibility, tangibility, and recognition among a qualified audience, combining retail exposure, strategic communication, and authentic human connections.
It’s the pathway that transforms brand presence in Italy and worldwide from mere visibility into true positioning.
Who Is It For?
Clothing Brands
Jewelry Brands
Accessory Brands
Participation is limited to five selected brands for this edition.
Our
Roadmap
Press Day - Announcing Upcoming Events
Strategic occasion to secure media coverage and position the brand ahead of the upcoming initiatives.
Experiential Pop Up at Hotel - Milano-Cortina 2026
An exclusive setting designed to elevate brand identity and engage audiences through immersive experiences during the Olympic Games Milano-Cortina 2026.
B2B Showroom - Milan Fashion Week 2026, Tortona
A high-level platform to connect with buyers and industry insiders during Milan’s defining fashion week.
Gamification Activation (B2C) - Milan Design Week 2026
An interactive initiative to boost brand awareness and foster authentic engagement with the public during Milan Design Week.
Closing Party - Hosted at Lynk&Co
A curated networking occasion to strengthen relationships and reinforce brand perception.
1.7M
VISITORS
It is expected that 1.7 million people will visit Italy during the Milano-Cortina 2026 Winter Olympics.
400-600K
VISITORS
400,000-600,000 projected visitors to Milan during Fashion Week, including events, related activations, and public engagement.
550-700K
VISITORS
550,000-700,000 projected attendees across Salone del Mobile, Fuorisalone, and surrounding citywide design activations.
Where millions of visitors become the stage, and 5 brands take the spotlight.
Milan is not only a global fashion capital but also a strategic hub of opportunity, innovation, and internationalization, shaped by cultural exchange and creative cross-pollination. Its unique ecosystem of designers, buyers, and landmark events makes it the stage where trends are set and purchasing decisions are influenced, positioning the city as an unrivaled gateway for brands seeking global recognition.
The Outcomes of the Program
Strategic Exposure
Connect with those who matter most: buyers, press, and a qualified audience during Milan’s key fashion events.
Industry Positioning
Move beyond visibility and claim your place alongside influential names, strengthening your brand’s perception within the fashion system.
Brand Growth
Achieve tangible acceleration in credibility and reputation, opening the path to new markets with stronger impact.
Business Connections
Forge meaningful relationships with buyers, showrooms, and insiders, creating opportunities that extend beyond the program.
Requirements for Application
A defined identity
a strong stylistic and communication direction that reflects who you are.
Operational discipline
the structure to handle daily activities as visibility expands.
A ready collection
samples and products prepared to step into the spotlight.
An open vision
the ability to see opportunities and embrace new directions.
Commitment to growth
readiness to invest resources and energy in scaling.
WHY APPLY NOW
Opportunities in fashion are fleeting. Visibility is concentrated in a few decisive moments. Milan is one of them.
By applying now, your brand steps into the arena where it truly matters: with buyers who decide what enters the market, editors who shape the narratives, and insiders who define the trends.
This program goes beyond exposure. It is a strategic pathway designed to transform visibility into positioning, and positioning into long-term growth.
Participation is limited to five brands.
The real question is whether yours will be one of them.
The application below is for DESIGNERS/BRANDS only.
If you are a UGC or an INFLUENCER and looking to collaborate, please follow this link to apply:
>>UGC/INFLUENCER SUBMISSION LINK
If you are a PHOTOGRAPHER, STYLIST, HMUA or another creative in the fashion industry looking to collaborate, please email us at
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