At this week’s Pitti Uomo, in Milan (January 13-16), the UK Fashion and Textile Association (UKFT) is launching its 2026 Discover British Brands and Textiles campaign alongside 43 menswear brands.

Running across early 2026, the campaign will promote British exhibitors to global buyers and press through cohesive digital and onsite activity showcasing the heritage, craftsmanship and creativity that underpin the UK fashion and textile industry.

International tradeshows, showrooms and fashion weeks are critical moments in the global fashion and textile calendar. Often based around the world’s key style and sourcing capitals, they are where international buyers discover new collections, renew supplier relationships and place orders shaping the seasons ahead.

For UK fashion and textile businesses, exhibiting internationally is a strategic route to growth. The benefits of exporting include accessing new markets, diversifying revenue streams and reducing reliance on the domestic market. These are some of the reasons why many UK fashion and textile businesses become global earlier than businesses in other industries. For many, a comprehensive export strategy will include showing at a few carefully selected international events. 

“We know from experience that companies who export tend to grow faster, produce bigger profits and last longer than companies that don’t,” says UKFT director of international business Paul Alger. “Exporting is challenging, but it’s an opportunity and at UKFT, we support companies with getting to international tradeshows and navigating export documentation. We’re able to answer questions such as whether they need an ATA Carnet, which customs forms they need to complete and which shipping paperwork they should look at.”

The campaign will cover five further key events this season – Paris Men’s Fashion Week (January 17-28), Milano Unica (January 20-22), Première Vision in Paris (February 3-5), VIATT in Ho Chi Minh City, Vietnam (February 26-28) and Paris Fashion Week (March 4-10).

The campaign will be supported by UKFT’s short film, UK Fashion & Textiles: It’s what we’re made of, which will be shown on the UKFT stands at the selected events, bringing to life the innovation, responsibility and ethical practices that lie at the heart of the industry. In addition, a coordinated digital campaign will run across UKFT’s Instagram and LinkedIn channels, alongside paid social activity and newsletter features.

www.ukft.org