Made in Italy remains highly attractive to Japanese fashion buyers

Moda Italia February Edition - 2026-27 A/W Collections concluded in Tokyo, confirming the strong attractiveness of Made in Italy among Japanese and South Pacific fashion buyers.
The numbers speak for themselves:
- 117 Italian exhibitors: apparel section 63 brands, bag & leather goods section 39 brands, shoes section 15 brands 
- 1,502 professional visitors representing 1,069 companies
Figures substantially in line with last year, in a context that is anything but simple, characterized by consumption volatility and the impact of the exchange rate.
Despite the significant depreciation of the yen, the quality, craftsmanship and creative value of Italian fashion continue to represent a point of reference for Japanese buyers, importers, distributors, retailers and department stores.

The market rewards products with identity, stylistic content and production reliability: exactly what Italian companies know how to offer.
Moda Italia thus confirms itself not only as a business platform, but as a strategic tool for the positioning of Made in Italy in one of the most demanding and sophisticated markets in the world.
Japan remains selective, competitive and complex.
But when the product is authentic, well positioned and consistent with local taste, the market responds.

Source: Italian Trade Agency Tokyo
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