Milan Fashion week set to generate 217 million euros

Rome -- The Lombard capital is entering what can only be described as three months to remember. Following the excitement of the Winter Olympics, which animated the city from 6 February until last weekend, attention now turns to the Paralympic Games from 6 to 15 March. Yet sport is only part of the story. Fashion has stepped into the spotlight once again, adding fresh momentum to a city already thriving on international attention.

Trade fairs have been under way for two days, and today the official runway shows, showroom presentations, exhibitions and events begin, offering a global showcase of the women’s Autumn/Winter 2026–2027 collections. No sooner will Fashion Week conclude than Milan will begin preparing for the Salone del Mobile, taking place from 21 to 26 April, once again positioning the city at the centre of the world’s creative stage.

While much has already been said about the positive economic impact of the Winter Games, fresh estimates now highlight the substantial benefits expected from Fashion Week. According to the Centro Studi of Confcommercio Milano, Lodi, Monza e Brianza, the total tourist-related economic impact of the women’s Fashion Week surpasses €217 million , marking a 17.7 per cent increase on last year.

Visitor numbers are also forecast to rise significantly. More than 132,200 attendees are expected, an increase of 17.4 per cent compared with 2025. Of these, 55.3 per cent will be Italian and 44.7 per cent international visitors. Around €100 million is projected to be spent on shopping, €84.8 million on accommodation and hospitality, and €32.6 million on transport. Average per capita tourist spending is estimated at €1,644, slightly up on last year. Of the total economic impact, €120.5 million will come from Italian visitors and €96.9 million from foreign guests.

Marco Barbieri, Secretary General of Confcommercio Milano, Lodi, Monza e Brianza, stated that the figures confirm Milan’s strong international appeal. He noted that the coincidence in 2026 of major fashion events with the Olympic and Paralympic period has amplified visibility, tourist flows and economic opportunities for the entire urban system, further consolidating Milan’s role as a global platform where major sporting and creative events generate development, innovation and competitiveness.

Opening the women’s collections today is Diesel, the brand around which founder Renzo Rosso built the OTB Group, one of Italy’s largest fashion conglomerates, which reported 2025 revenues of €1.7 billion. The Camera Nazionale della Moda Italiana will inaugurate its customary Fashion Hub at Palazzo Morando, a showcase dedicated to emerging designers and new talent.

On 25 February, two additional OTB brands, Jil Sander and Maison Margiela, will take to the runway, alongside leading names including Fendi, Etro, Missoni and Antonio Marras.

Among the presentations, particular attention is focused on “Next on Air”, an initiative organised by the Camera della Moda in partnership with Rinascente. The project is dedicated to international scouting, supporting the next generation of designers and offering them commercial opportunities within the global market.

Cultural offerings are equally rich during this edition of Milan Fashion Week. At the Castello Sforzesco, which has recorded record visitor numbers since February thanks to the Olympic momentum, the exhibition “L’Italia sulla neve. Gli italiani e gli sport invernali” explores Italy’s relationship with winter sports. Meanwhile, the M77 Gallery has opened 2026 with “Maria Lai | Antonio Marras: Paso Doble”, an original project placing the Sardinian artist and the designer in dialogue through 200 works. The exhibition runs until 16 May.

From sport to fashion to design, Milan is experiencing a virtuous circle of major events, each reinforcing the other. As global media attention intensifies and visitor numbers climb, the city once again confirms its status as one of Europe’s most dynamic and influential capitals of culture, creativity and commerce.

PS