Among all the fashion trade shows in Europe, Who’s Next Paris remains one of the most important events for the ready-to-wear segment.
Over the years, it has built a strong position as a platform where brands, buyers and industry professionals meet to develop business and discover new collections.
And in many ways, it still holds that role.
This year in particular, one thing stood out immediately.
The overall level of brands and products was noticeably higher compared to the past few editions.
One of the most interesting changes I observed was the presence of brands that would normally exhibit at Première Classe, which is typically positioned at a slightly higher level.
Their presence naturally elevated the quality of the show.
There was a stronger focus on:
Compared to previous years, it felt like there was more effort in bringing something new to the market, rather than simply repeating existing formulas.
Not a radical shift, but definitely a positive signal.
At the same time, there is one aspect of the fair that I personally still find difficult.
The way multiple segments and sub-events are mixed within the same large exhibition space can create a certain level of confusion.
Different types of brands, targeting different markets and price points, often coexist in close proximity.
This is not necessarily wrong.
In fact, it follows a strategy that many trade shows adopt:
We see similar approaches in Milan with events like MICAM, MIPEL and HOMI, which take place during the same period.
However, the difference is that in Milan these fairs are more clearly separated, making the navigation easier and the positioning of each segment more defined.
At Who’s Next, the overlap can sometimes feel less structured.
That said, I did notice an improvement this year.
The segmentation between different types of brands was more visible.
More research-driven and design-oriented brands were grouped more clearly in specific areas, while more commercial or mass-market brands were positioned elsewhere.
This made the experience easier to navigate and allowed certain brands to stand out more effectively.
There is still some overlap, but the direction is clearly improving.
As in previous editions, Who’s Next continues to include areas and activities designed for non-professional visitors.
These can range from entertainment zones to more experiential spaces.
In the past, I remember things like game areas or relaxation zones, which at first glance may seem disconnected from a professional trade show environment.
However, they serve a purpose.
They help create a more dynamic atmosphere and offer something additional for visitors who are not strictly buyers.
It may not be directly related to business, but it is part of the broader strategy of making the event more accessible and engaging.
If there is one country that clearly stood out during this edition, it is Turkey.
The level of Turkish brands was significantly higher compared to many other national groups.
What impressed me was not just the production capability, which Turkey has always been known for, but the design evolution.
There was a clear effort to present:
This is a very important signal.
Turkey is no longer positioning itself only as a manufacturing hub.
It is increasingly developing its role as a design-driven fashion player, and the level is rising quickly.
Who’s Next remains a relevant and necessary trade show for many brands.
It covers a segment of the market that is essential:
At the same time, the fair is clearly evolving.
The increase in quality, the improved segmentation and the presence of stronger brands all suggest a positive direction.
There are still areas that could be refined, particularly in terms of layout clarity and overall structure.
But compared to recent years, the progress is evident.
If you work in ready-to-wear, Who’s Next is still a trade show worth attending.
Not necessarily because it is perfect.
But because it reflects a large and very real part of the fashion market.
And this year, more than before, it showed signs of raising its level.