“The New Retail Culture,” an international event organized by Fashion Link Milano—the platform that brings together various Italian fashion trade shows—recently took place pointing out how the global retail scenario is changing and needs always more varied sources of inspiration, product categores and new professionals.
In September 2026, trade shows like Micam Milano, Milano Fashion & Jewels, Mipel, TheOne Milano, Lineapelle, Simac Tanning Tech, and Filo, will offer a platform of interconnected events taking place almost simoultaneously and in the same location aiming to attract buyers and industry professionals from around the world.
The convention offered an opportunity for discussion to analyze trends in the new global retail landscape, bringing together international buyers, industry professionals, media, and stakeholders to define how major consumption models and distribution strategies are changing.
In addition to the managers of the various trade fairs participating in link (see photo), many international industry professionals were present, including curator and moderator Orietta Pelizzari, Global Macro-Trend Forecaster in Creative Industries and Cross-Cultural Strategy for Retail Futures.
Speakers included, in addition to Maura Basili, President of Camera Buyer; Leda di Marti, President of the Middle East Chamber of Buyers in the UAE; Anissa Berkani, Womenswear Buyer at Harvey Nichols Dubai & Bloomingdale’s; Hannah Mouncer, Cult Mia, London; Tia Avakian, Fashion Buyer at Galeries Lafayette Dubai and Riyadh; Ana Ferreira, owner of Isabel Ferreira Porto; B1OK Hangzhou, Alessio Liu; Susanna Grigorian, Head of Buyers at Helene Marlen; Bruno Conterno, CEO of Nice Footwear; Elena Pashkenko of Stirbei Palace; Ursula Maria Lemm of Da Capo, Aachen; Aaron Seong, Head of Buyers at Empty Store By Musinsa; Tran Thi Hoai Anh, Founder of Vietnam Runway; Diego Stecchi of Luxury Retail Partners Americas (USA & Latin America); and Federica Montelli, founder of Chapter Store, Milan.
Each speaker shared their vision of the evolving retail landscape, which is increasingly becoming a contemporary cultural platform where products, technology, processes, and lifestyle converge to create ever more complex and meaningful experiences.
In this context, the discussion turned to a new key player—the “lifestyle curator buyer”—a professional capable of building new consumer ecosystems where fashion, beauty, wellness, design, and innovation coexist in a fluid and cross-cutting manner.
Key discussion topics included the evolution of consumer lifestyle behaviors, the integration of new product categories into assortments, the growing role of technology and artificial intelligence in production and buying strategies, cultural differences between Europe, the US, the Middle East, and Asia, and the impact of wellness culture on purchasing decisions.
“Today’s consumer is a discerning player who wants to buy products, not brands tied to finance at this moment. So we must return to seeking out genuine products. A product means having a contemporary style and a fair price. These are guarantees of a standard of production that our ‘Made in Italy’ represents today and that must be strongly defended,” said Maura Basili.
The role of artificial intelligence emerged as central to the analysis, not only as a true interpretive engine.
In an increasingly data-driven environment, AI enables buyers to track real-time lifestyle micro-trends, transforming various signals into precise insights that support purchasing decisions and assortment planning.
Participants noted that retail is increasingly focused on experience and the convergence of different sectors, where physical spaces are transformed into places for interaction, discovery, and cultural connection, while selection and merchandising strategies become increasingly sophisticated and integrated.
For Ana Ferreira, owner of Isabel Ferreira, Porto, from Portugal, quality, craftsmanship and materials are essential for a product’s offer, but they are not everything. “They are the foundation. But today they are no longer enough on their own. In a world where everything is becoming faster, more accessible and increasingly digital, true luxury is becoming something else. It’s becoming human. Today value is no longer defined only by the product, but by how deeply we understand it. Clients are no longer buying out of impulse. They are buying connection, identification and how something makes them feel. It is about creating meaning, not just offering choice,” added Ferreira.
Other European speakers highlighted distinct key aspects of the high-end retail sector. Ursula Maria Lemm, from Aachen, Germany, explained how storytelling can only be credible by giving evidence of traceability, while Elena Pashkenko from Romania spoke about the importance of experiential spaces for the luxury market.
From this perspective, trade shows are no longer static, isolated events tied to the usual dates, but rather a proactive platform present at numerous gatherings throughout the year—a permanent tool for analyzing, interpreting, and engaging with the market in an informed and up-to-date manner.
The synergy created by Fashion Link Milano is a project that brings together the sector’s leading trade shows into a single setting—both in terms of location and timing—with the aim of offering a comprehensive, cohesive, and efficient experience of the entire fashion system.
They will take place almost simultaneously at Fiera Milano Rho: Milano Fashion & Jewels and TheOne Milano will be held from September 12 to 14, alongside Micam Milano and Mipel, which will run from September 13 to 15,
Lineapelle and Simac Tanning Tech (September 15–17) and Filo (September 15–16) will also return a few days later, further expanding the offering and strengthening Milan’s position as a key hub for the entire fashion industry and its supply chain.