Three Egyptian fashion brands, "Miroi, Ab-Fuse, and Button Up," participated in the 2026 Milan International Fashion and Jewelry Exhibition. The event was organized and funded by the Gitex Minatex program, which is part of the International Trade Center (ITC). The exhibition took place under the auspices of the Egyptian Consulate in Milan and the Italian Chamber of Commerce in Egypt. The Egyptian brands presented their collections, which featured designs that blended traditional Egyptian identity with modern and sustainable fashion.
The Egyptian brands' participation was coordinated by the International Trade Center (ITC), which aims to support small and medium-sized enterprises in developing their competitiveness in global markets. The ITC's Gitex Minatex program focuses on promoting sustainable practices in the textile and clothing sector. The program supports the development of Egyptian fashion designers, enabling them to integrate sustainability into their business models and expand their reach to international markets.
The Milan International Fashion and Jewelry Exhibition is a premier event that brings together the most important fashion and jewelry exhibitions in the world. The event provides a platform for designers to showcase their work, gain international recognition, and connect with buyers and industry professionals. The exhibition featured a wide range of fashion and jewelry designs, including high-end clothing, accessories, and luxury goods.
According to Meryem Hussein, the ITC's coordinator for the Egyptian participation in the exhibition, the Egyptian brands presented diverse approaches to fashion, ranging from the use of natural and recycled materials to innovative recycling techniques. The Egyptian designers' use of traditional cultural heritage and social impact was also highlighted. Hussein noted that the international visitors and fashion specialists who attended the exhibition were impressed by the Egyptian brands' collections.
Yasmine Hilal, the national coordinator for the Global Textiles and Clothing Program (GTEX/MENATEX) in Egypt, stated that the program aims to support the textile and clothing sector in Egypt by promoting environmentally friendly practices. The program focuses on enhancing the competitiveness of Egyptian companies in meeting international market requirements. Hilal emphasized that the program seeks to create new job opportunities and promote sustainable economic growth.
Mathias Knab, head of the fibers, textiles, and clothing section at the International Trade Center (ITC), highlighted the importance of the Gitex Minatex project in supporting young entrepreneurs and fashion designers in Egypt. Knab noted that the project enables Egyptian designers to integrate sustainability into their business models and expand their reach to international markets. He emphasized that the Milan exhibition provides a strategic platform for Egyptian designers to showcase their products and build new business relationships.
The Egyptian brands' participation in the Milan International Fashion and Jewelry Exhibition demonstrates the country's rich tradition of craftsmanship and design in the fashion industry. Egyptian designers have made significant contributions to the global fashion industry, and their participation in international exhibitions like this one helps to promote Egyptian fashion and culture worldwide.
Key points
- The Egyptian brands' use of natural and recycled materials in their designs reflects the growing trend towards sustainable fashion.
- The Gitex Minatex program supports the development of Egyptian fashion designers, enabling them to integrate sustainability into their business models.
- The Milan International Fashion and Jewelry Exhibition provides a platform for designers to showcase their work, gain international recognition, and connect with buyers and industry professionals.
