From September 5 to 7, the international fashion exhibition Who’s Next was held in the French capital, where the Turkmen brands Desert Heritage, Binaym, Mukaddes, and AyMahri presented their collections.

The Turkmen designers not only showcased their new works, but also gained practical experience with modern standards of presentation, product positioning, and interaction with foreign buyers. The colorful exhibition stand of the participants attracted the attention of experts from France, Italy, Spain, Saudi Arabia, Japan, Greece, Zambia, and Armenia. Specialists from a number of countries, including Italy, have already expressed their readiness to engage in commercial cooperation.

Alongside the exhibition program, a study tour was organized for Turkmen entrepreneurs. The delegation visited the specialized trade fairs Texworld and Première Vision, as well as studying the operations of independent boutiques, major department stores, and mass-market retailers. This provided an opportunity to gain an inside view of the organization of European retail, study current textile trends, and learn about new technologies.

According to Merdan Hudayberdiyev, Director of the Economic Society “AK Aýna” (brand Aýna Denim), the trip opened up significant prospects for finding partners and suppliers. The full-cycle enterprise specializing in the production of denim clothing is export-oriented, so gaining first-hand knowledge of the requirements of the European market was an important step. The practical experience gained and new contacts established will be used by the company to improve the competitiveness of its products and enter new international markets.

Participation in the event was organized by the International Trade Centre (ITC) as part of the “Turkmenistan: Enhancing Trade Resilience and Integration” project, funded by the European Union. The project is aimed at developing small and medium-sized enterprises, improving the business climate, and expanding Turkmenistan’s trade relations with international partners.