Ready to Show, Italy’s only dedicated fashion sourcing exhibition, enters a new strategic phase with its 2026 edition in Milan. Now aligned with Milano Fashion & Jewels and held alongside major fairs like MICAM and MIPEL, the event offers global manufacturers unprecedented access to European buyers. In this interview, organizer Georges Papa explains why the upcoming edition is especially important for Turkish suppliers, how new synergies will boost visitor traffic, and what opportunities AREA ITALIA and the upgraded buyer programs create for brands seeking long-term sourcing partnerships.
What Makes Ready to Show 2026 a Strategic Opportunity?
Since September 2024, READY TO SHOW has joined MILANO FASHION & JEWELS and developed synergy with this leader “retail” tradeshow for womenswear and fashion accessories, with globally over 650 exhibitors and worldwide buyers. READY TO SHOW’s exhibitors are focused on strict B2B with Brand names and mass retailers such as department stores or chains but this peculiar alliance has given interesting results during last season.
In addition, because of Chinese New Year, Chinese exhibitors will not be that numerous in February…
This is a great opportunity for Turkish exhibitors to “play the lion’s part”.
This year, RTS is held alongside major Milan fairs like MICAM, MIPEL, and MFJ. How does this synchronicity enhance visitor traffic and business opportunities for exhibitors?
READY TO SHOW, as a special project of MILANO FASHION&JEWELS, will be part of the new FASHION LINK MILANO ecosystem together with SI Sposaitalia, TheOneMilano, MICAM and MIPEL.
Being held alongside these major Milano fairs creates a strong synchronicity and brings all key segments of the fashion system together in the same place and on the same dates.
This naturally increases visitor traffic, because buyers can visit several events in one trip and optimize their time at Fiera Milano. For exhibitors, it means more potential clients, more international contacts, and many more business opportunities.
Italy remains one of the world’s most influential fashion markets. What specific advantages does exhibiting in Milan offer to international apparel manufacturers seeking long-term partnerships?
Everybody in the fashion business knows that Itay means quality. Italian brands are very demanding when it comes to the choice of new suppliers. Turkey is the one in pole position to satisfy Italian standards. and obtain the “label ” of “supplier to Italian fashion” which opens the doors to all other world brands. In addition, considering the very high percentage of exports from Italian brands, this position of winner’s supplier allows development of sales regardless of the final consumer.
Many major Italian brands and distributors regularly attend RTS. What categories or product types do Italian buyers prioritize when sourcing from international suppliers?
MILANO FASHION & JEWELS is focused on womenswear and fashion accessories. So, womenswear is our “major” but don’t forget that MICAM attracts also all Menswear and Childrenswear brands as exhibitors or visitors especially since the explosion of branded sneakers ‘market. We are in the same place and dates, all together again from February 2026 at Fiera Milano-Rho. In addition, after 25 years of Sourcing experience, we know all main actors, even for active sportswear, underwear or workwear and we organize tailor-made B2Bs, with the financial support of VIP hosting programme sponsored by Fiera Milano. (Georges Papa)
The AREA ITALIA pavilion supports private-label production and small-batch sourcing. How important has this initiative been for attracting designers, start-ups, and new European brands?
AREA ITALIA is a new concept, born in 2025 to give an answer to some French upcoming designers or department -stores, friends of mine, who were understanding READY TO SHOW as the perfect sourcing show to find Italian no-name suppliers. We can see from this September edition that it can also interest buyers from other European countries. If we forget the denomination as a word ITALIA, it means QUALITY+ SMALL QUANTITIES. So, among the Turkish exhibitors, some of them will be positioned next to China or Bangladesh because of their dimension and competitive prices, but most of them will ideally be positioned with booths next to AREA ITALIA as they are the most “Italian-compatible”.
READY TO SHOW offers unique buyer programs, including Platinum and Gold invitations. How do these incentives strengthen global sourcing relationships and increase exhibitor ROI?
READY TO SHOW offers special buyer programs, including Platinum and Gold invitations. These programs include different hospitality options, depending on the buyer’s profile and level of responsibility. This personalized approach helps us attract high-quality and decision-making buyers from important international markets.
By making their visit easier and more valuable, we strengthen global sourcing relationships and create real business opportunities. For exhibitors, this means higher visibility, more targeted meetings and ultimately a stronger return on investment.
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Greetings
My name is Faith a trainer in Garment construction at the National Industrial Training Authority
What would be the procedures of partnering with Textiles Training Institutes in Kenya
Regards
Hi Faith,
Thank you for your message and for your interest.
Partnerships with textile and garment training institutes in Kenya are usually developed through direct institutional collaboration. The typical steps include:
– Preparing a brief profile of your institute and training focus
– Outlining the areas of cooperation you are interested in (e.g. training exchange, industry linkage, student exposure, joint programs)
– Reaching out directly to the relevant textile associations, exhibition organizers, or international platforms to explore mutual interests
For initiatives linked to Ready to Show and similar international platforms, training institutes usually collaborate by:
– Connecting with industry associations and exhibitors
– Participating in knowledge-sharing programs, seminars, or study visits
– Exploring talent development and sourcing-related cooperation with brands and manufacturers
I would recommend initiating contact via official channels and proposing a clear cooperation framework. If you would like, you can also share more details about your institute and objectives, and we can guide you further.