At the event, the number of visiting companies reached 5,541, marking a 19% increase compared to the July 2023 edition, with 3,403 Italian (+11%) and 2,138 international (+36%) attendees. The distribution of international visitors reflected the traditional export markets for Made-in-Italy products, with notable increases from France (+65%), Spain (+60%), China (+55%), Germany (+47%), the UK (+30%), Korea (+20%), Japan (+16%), and the USA (+14%), alongside the debut of 22 companies from the United Arab Emirates.

Simone Canclini, President of Milano Unica, emphasized the significant rise in applications from new, highly selective exhibitors, leading to a doubling of European company participation and a 20% expansion in exhibition space. “These figures confirm how important it is to team up, investing on quality and selectivity with a view to attracting other prominent European companies that have not yet participated in the trade show. What we guarantee, to all intents and purposes, is the concept of Made-in-Europe,” continued Canclini.

The event featured new special areas and content projects that changed from season to season, taking visitors on a journey that narrated Italian and European excellence. The Tendenze Sostenibilità and Innovation Areas represented an unfailing expression of Milano Unica´s great attention to sustainability and process and product innovation. The special projects included MarediModa, which showcased a preview of the 2026 beachwear collections, and Velvet Mi Amor, which celebrated the history of velvet. These two projects exemplified the core value of Milano Unica, i. e. a trade show that was the point of reference for operators, who were aware of the importance of the origin of luxury, because there is no fashion without a fabric, no refined elegance without an accessory.