Milano Fashion&Jewels 2025: My Preview of the Beating Heart of Fashion Retail

Shohista Turdiyeva
Sep 20
3 min read

Today I am joining Milano Fashion&Jewels 2025 at Fiera Milano from 20 to 23 September 2025, and even before stepping inside, I can already see the scale of what awaits. The numbers alone tell the story:

660 brands from 34 countries
361 Italian exhibitors, with strong participation from Spain, Greece, China, India, Brazil, and more
41% newcomers, bringing fresh ideas and talent
Buyers from over 40 countries, from Europe to Asia, Africa, and the Middle East

It’s clear: Milano Fashion&Jewels isn’t just an exhibition—it’s a global meeting point for jewellery, accessories, and apparel, and a key moment that kicks off Milan Fashion Week.

First Impressions: Jewellery at the Core

Jewellery is always at the heart of this event, and this edition is no exception. I’m excited to see how exhibitors will experiment with porcelain, bamboo, bronze, glass, and fine fabrics, redefining luxury through materials that are not only striking but also sustainable.

For retailers, these designs are more than products—they’re tools to build identity, inspire impulse purchases, and attract new customers.

Fashion Accessories, Bijoux & Apparel: The Numbers Behind the Buzz

Before diving into the collections, the market data really stood out to me:

Exports closed 2024 at €4.4 billion, steady with pre-pandemic levels
Bijoux is leading growth: +5% in 2024 and forecast to grow +9.2% in 2025
By 2028, exports could surpass €6 billion
Domestic production reached nearly €6 billion in 2024, with bijoux up +61% vs 2019
Italian consumption hit €3.3 billion in 2024, driven by Gen Z and Millennials seeking affordable, sustainable, and style-defining products

The U.S. remains the top export market, but Asia is accelerating fast, especially South Korea, Hong Kong, and Southeast Asia. And with affordable luxury valued at $17 billion globally in 2024, growing +7.8% annually through 2033, it’s clear this segment will keep driving demand.

The Retail Shift I’ll Be Watching Closely

Italy still counts about 13,200 jewellery stores, 19,000 women’s apparel shops, and 9,000 accessory outlets—but store numbers have dropped -12% in five years.

Rather than a crisis, this feels like a shift: the future store is an experience hub, seamlessly connected with digital touchpoints. Omnichannel is no longer optional; it’s the model that works.

I’m curious to see how brands at MFJ are approaching this, especially with ready-to-sell runway collections, and how they’re integrating AI and digital personalization.

What I’ll Be Exploring at MFJ

This show is more than stands—it’s also a learning space. The program this year is packed with training and insights, and I’ll be attending:

Design Directions: The Story of Trends – Opening talk by Alba Cappellieri and Poli.Design, revealing the Streetuals and Senscape macro-trends shaping 2026–2027.
Retail Academy workshops – Covering neuromarketing, visual merchandising, and omnichannel retail strategies.
Sustainability & Digitalization sessions – Including Winca Digital Factory on SME tools, and Beyond Appearances, a round table on ethical fashion communication.
Emerging Talent showcases – The Alo Photo Tube awards and the IED Haute Couture Fashion Project, which spotlight fresh creativity in jewellery and accessories.

Looking Ahead: Fashion Link Milano

This year, Milano Fashion&Jewels runs alongside Lineapelle and Simac Tanning Tech, as renovations for the 2026 Winter Olympics reshuffle the calendar.

But the future looks exciting: from 2026, MFJ will be part of the new Fashion Link Milano platform, alongside MICAM, MIPEL, TheOneMilano, and Sì Sposaitalia Collezioni. That means one powerful, integrated hub for buyers and professionals across the entire fashion spectrum.

Final Thoughts

For me, Milano Fashion&Jewels 2025 is not just a show to visit—it’s a chance to see first-hand how jewellery, fashion, and retail are evolving. With its mix of global exhibitors, market intelligence, and forward-looking training, it’s both a showcase of excellence and a platform for growth.

I’m looking forward to bringing you highlights from the floor and insights from the conversations that will shape the future of fashion retail.