The global fashion sourcing industry is set to converge on Milan once again as READY TO SHOW, the only trade fair in Italy dedicated to the fashion sourcing business, announces its upcoming session from February 21 to 23, 2026, at the Fiera Milano-Rho Exhibition Centre. The event, established in 2001, promises to be an indispensable platform for Italian and European fashion brands seeking worldwide production partners.

Organized as a key section of Milano Fashion & Jewels (MFJ), the show is strategically timed to coincide with the opening of the famous Milan Fashion Week, maximizing attendance and synergy within the fashion calendar. The February 2026 edition is particularly significant, as it will be held concurrently with other major industry events like MICAM (footwear) and MIPEL (leather goods), allowing visitors free admission and access across all halls—a feature expected to significantly boost the overall visitor count from the 16,000 recorded at the September session.

“A gateway to the Italian market”, says Georges Papa

Georges Papa, the founder and organizer of Ready To Show, highlighted the event's unique value proposition in an exclusive interview emphasizing the show’s role as a prelude to one of the world's most prestigious fashion events.

Papa underscored the demand-driven nature of the show, which connects Italian buyers with production partners from all over the world. The show's roughly 100 exhibitors represent a diverse global supply chain, primarily from countries like China and Bangladesh, but also significantly from India, Turkey, Pakistan, Nepal, Uzbekistan, and Colombia. Italian manufacturers also exhibit under the special Area Italia banner, catering to private label production and smaller-quantity orders, including first collections for young designers.

"When you become a supplier for some Italian brand, you become a supplier for the world fashion market because Italian brands export all over the world," stated Papa. "You meet them in Milano and together with them you go to all markets in the world, step by step, but sure for success.", emphasises Georges Papa.

Focus on quality and global opportunity

Ready To Show continues to draw major Italian brands and distributors—including names like OVS-Coin, Max Mara, Liu Jo, Pinko, and Monnalisa—as well as international player; such as VF Corp and Napapijri.

The primary reason for international manufacturers to exhibit in Italy, according to the organizers, is the opportunity to meet these key Italian fashion brands and distributors. Italy is recognized as Europe's most dynamic market, especially for fashion exports worldwide for:

● Quality Over Price: Italian brands are noted for being more concerned with quality and service than just lower prices, a factor that often helps overcome initial concerns about Minimum Order Quantity (MOQ).

● The 'Made in Italy' Effect: Becoming a production partner for an Italian brand provides an essential quality label and acts as a gateway to other European customers.

● Diverse Sourcing: The fair offers suppliers for a wide range of products, including women's wear, men's wear, children's wear, sportswear, and fashion accessories, ensuring buyers can find partners for any kind of production need.

The show is exclusively open to professionals and facilitates business through its B2B format, which includes pre-arranged appointments with selected buyers and a Hosting Programme for selected international guests. As Papa concludes, the event is dedicated to welcoming exhibitors to Milano, fully prepared for "business with fashion brands in Italy."